INSIGHTS

*This newsletter has a new name and a sharper focus.* Previously, this space explored emotional intelligence in cleantech marketing and sales content. That work hasn't gone away — it's now in service of something more specific. What I kept seeing, across founders at very different stages, was the same underlying problem: real technology, real market interest, and a commercial system that wasn't built to convert either into consistent revenue. The missing system was the actual

You got this! Why This Scorecard Exists Emotion moves people. And in B2B — especially in cleantech and sustainability — moving people matters more than ever. You’re not just selling a service or a system. You’re inviting your audience to believe in a better future, then take action to build it. That’s emotional. That’s personal. That’s powerful. Yet, most marketing campaigns still lead with logic, specs, and industry-speak — while their audiences scroll past, unmoved. This sc

The (Surprisingly Emotional) Strategy Sustainable Brands Are Using to Win By Kimberly Heismann, Emotiva If your campaigns are sharp, your channels are optimized, and your product is solid… but your ROI still isn’t where it should be, you’re not alone. Cleantech and sustainable B2B companies are some of the most innovative in the world. But when it comes to marketing? Too many are playing it safe — the kind that sound smart but leave audiences unmoved. Here’s the truth:

The moon landing in 1969—and especially the iconic "Earthrise" photo—became a catalyst for environmental consciousness. 55 Years Ago, Earth Day Wasn’t a Brand Campaign It was a nationwide protest. It was raw, urgent, and loud enough to shift policy. On April 22, 1970, 20 million people —10% of the U.S. population—walked out of schools, workplaces, and their everyday lives to say: This system isn’t working. There were teach-ins on campuses, sit-ins in parks, and rallies on the

DOWNLOAD THE FULL WHITE PAPER HERE Greenwashing in 2025 isn’t about leaf logos on shampoo bottles. It’s about fine print in ESG reports. Overpromises in sales decks. And vague language in cleantech PR. For sustainable business leaders—whether in renewable energy, cleantech, or ESG consulting—misleading environmental claims don’t just risk bad press. They risk trust, traction, and long-term viability. This guide breaks down: What greenwashing looks like today Why the stakes ar

By Kimberly Heismann, Founder, Emotiva This System Is Breaking. So Why Are We Still Scaling It? In the United States, it’s taken less than 90 days to witness a shift from neoliberal gridlock to something dangerously close to neofascism. Rights are being rolled back. Institutions are eroding. Greed is louder than ever, and compassion keeps getting sidelined. Business has largely become extractive in nature If you’ve ever thought, “This isn’t working…” —you’re not wrong. But t

Mapping the Customer Journey Through Emotionally Intelligent Storytelling Sustainable Interior Designer Starting Her Customer Journey In a time of uncertainty, connection matters more than ever. For clean, green, and sustainable businesses—especially those navigating complex markets, shifting policies, and growing pressure to prove value—content isn’t just content. It’s how you build trust, calm doubt, and move people to act. This framework maps the emotional and strateg

Why Clean, Green & Sustainable Leaders Can’t Afford to Stay Stoic You’ve built a company on precision, performance, and credibility. You operate in a space where numbers matter, science rules, and decisions carry real-world weight. So when someone suggests “emotional engagement” as a marketing strategy, your first instinct might be: That’s not for us. You wouldn’t be alone. For many cleantech, clean energy, and climate tech professionals, emotional resonance can feel like a s

A letter of encouragement to cleantech marketers By Kimberly Heismann, Emotiva, November 18th, 2024 Dear Cleantech Marketers, We’re living in a time of unprecedented urgency. The planet is on fire—both literally and metaphorically—and cleantech holds the extinguishers. You are not just marketers; you are the voices amplifying solutions that could save our home. Every message you craft, every campaign you launch, has the power to douse the flames and spark hope for a sustainab

A letter of encouragement to cleantech, renewable energy and sustainability leaders. By Kimberly Heismann, Emotiva, November 18th, 2024 This 14-minute podcast sounds the alarm while offering a generous dose of hope for Cleantech Marketers. Enjoy! The sources for this podcast explore the potential ripple effects of Donald Trump’s return to the presidency on U.S. and global climate policy. They highlight Trump’s track record of rolling back climate initiatives, fueled by skept

AI Can’t Kill Creativity – But It Will Expose Mediocrity By Kimberly Heismann, Emotiva Creativity Reimagined with AI Marketing legend Seth Godin believes AI is here to change, not replace, creativity in marketing. That’s right—while some people fear AI will take their jobs, Godin thinks it’s more likely to inspire new ideas and help marketers be even more creative. Tools like ChatGPT make people excited (and maybe a little nervous), but for true creatives, AI can be a new way

Because engagement is a contact sport—and your message deserves to make contact. By Kimberly Heismann | Founder, Emotiva Copywriting In today’s overcrowded climate conversation, logic alone won’t move people. If you want your audience to care, to act, to remember—you need to make contact. Because engagement is a contact sport: it takes strategy, guts, and a willingness to show up with heart. In B2B marketing—especially in cleantech and sustainability—that means writing with i

Making Emotional Connections Count: Strategies for Brand Loyalty By Kimberly Heismann, Emotiva | Read time: 3 minutes Emotive marketing can powerfully connect with consumers, driving loyalty, conversions, and brand strength by appealing to emotions. But making this approach work well takes careful planning and a deep understanding of your audience. Here are seven key challenges of emotive marketing and how to address each one. 1. Knowing Your Audience’s Emotional Trigge

Give yourself about 8–10 minutes to discover why Emotional Intelligence is the new competitive edge in marketing. By Kimberly Heismann, Emotiva In today’s fast-paced marketing world, artificial intelligence (AI) has transformed the way we reach audiences, analyze data, and create content. But here’s a big question for anyone looking to connect with people on a deeper level: Is all this AI really helping us create meaningful connections, or are we missing out on what makes mar

Unlock the Secret of Persuasive Communication with Magic Words: What to Say to Get Your Way, by Jonah Berger Learn how companies like yours use the power of emotion to make sustainability tech products and services truly unforgettable. Reading Time: 6 minutes Discover how the right words—charged with emotion—can capture attention, build trust, and inspire action. Jonah Berger’s insights will transform how you communicate, whether you're persuading a

Have you ever wondered what people say about your company when you’re not around? Or worried that they simply will not find you, when looking for the products or solutions you offer? No wonder! We all know that reputation can quickly make or break a business. A good reputation has always been crucial in business. And if anything, the Internet has amplified this in ways that can be both good and bad for business. Nowadays, blogs and review websites are flooded with customer ex

Traditional marketing is becoming less and less effective by the minute. Advertising is expensive and annoying; many people have blocked it out. Paid search campaigns can add up quickly. ​ Enter stage left: content marketing. Instead of pitching your products or services, you are providing truly relevant and useful content to your prospects. You are helping them solve a problem, attracting them to your brand. For this reason Content Marketing is also referred to as Inbound