INDUSTRIALINNOVATIONNOBODYCANSEE.
We'd turn one weekend into a category moment.
The state of climate tech, today.
Industrial decarbonisation — the abatement of emissions from steel, cement, chemicals, refining and heavy manufacturing — represents roughly 30% of global emissions and is the hardest part of the energy transition. India's climate-tech sector has attracted over USD 1.5B in funding in the last three years, with industrial decarbonisation emerging as the largest sub-segment.
Most climate-tech communication is invisible: technical papers, sustainability reports, ESG disclosures that nobody outside the category reads. Yet the category needs broad coalition support — regulators, financiers, operators, press, talent — to move at the pace the climate requires. The vendors that win category authority will be the ones that translate complex tech into experiences people can feel and share.
The archetypes shaping the category.
Who you're actually competing with — and the names they show up as
Renewables developers
Wind, solar and hybrid generation at industrial scale.
Industrial decarbonisation
Hard-to-abate sector tech: green hydrogen, electrification, CCUS.
Climate intelligence & MRV
Measurement, reporting and verification — the data spine of net-zero.
Green finance & policy
Capital and policy partners that unlock industrial-scale deployment.
How climate tech deals actually move.
The five stages every buying group passes through
Industrial CEO / sustainability head
Net-zero commitment or regulatory deadline forces action
Disclosure filings, RFP for advisory partners
Sustainability + Finance + Policy
Maps available tech, financing, regulatory enablers
Analyst report downloads, policy convening attendance
Operations + Engineering
Site selection, vendor shortlist, pilot economics
Site-visit requests, technical reference checks
CFO + green-finance partners
Blended-finance structuring, risk sharing, MRV approach
Term-sheet negotiations, due diligence kickoff
Board + regulators + operators
Move from pilot to multi-site rollout
Multi-year offtake, regulatory approvals
Industrial CEO / sustainability head
Net-zero commitment or regulatory deadline forces action
Disclosure filings, RFP for advisory partners
Sustainability + Finance + Policy
Maps available tech, financing, regulatory enablers
Analyst report downloads, policy convening attendance
Operations + Engineering
Site selection, vendor shortlist, pilot economics
Site-visit requests, technical reference checks
CFO + green-finance partners
Blended-finance structuring, risk sharing, MRV approach
Term-sheet negotiations, due diligence kickoff
Board + regulators + operators
Move from pilot to multi-site rollout
Multi-year offtake, regulatory approvals
Where most programs break.
The recurring pitfalls we see across this category
Invisibility outside the category
Sustainability reports and white papers don't reach the operators, financiers or press the category depends on.
Long sales cycles, slow capital
Industrial pilots run 12-24 months. Marketing programs rarely survive that timeline.
Greenwashing scepticism
Audiences pattern-match away from any climate claim that feels glossy or sales-led.
Coalition complexity
Wins require alignment across customer, financier, regulator and press — any one of which can stall the deal.
The not-so-ads play.
Don't explain decarbonisation. Stage it. The not-so-ads play here is to build a high-craft physical experience that creators, customers and regulators want to be inside, then engineer the content engine around what they capture — turning one weekend into six months of category authority.
Four moves to take from this study.
Insight on the left, the concrete next step on the right
Stage the science.
Convert the most important data points into a tactile, in-person experience worth travelling to.
Earn the room, not the impression.
Optimise for 30 right-room creators and operators, not 30,000 cold impressions.
Build the content engine before the event.
Lock the 6-month editorial calendar before the weekend so footage compounds instead of expires.
Wire media to policy and capital.
Sync the moment with policy briefings and investor outreach — the same content carries three audiences.
How we built it.
An anonymised look at the engagement
Industrial decarbonisation is technical, slow-moving and badly communicated — sustainability reports and white papers don't reach the operators, financiers or press the category depends on. Wins require alignment across customer, financier, regulator and press, any one of which can stall the deal.
- 01Design a 1-day immersive site visit at the plant with four sensory installations translating abstract emissions data into tactile, visceral experiences.
- 02Curate and brief 10-12 sustainability creators with genuine domain credibility — full editorial freedom, no script.
- 03Build a 6-month always-on content engine from the footage captured that weekend.
- 04Sync media, policy and customer outreach to land in the wake of the moment.
What good looks like in climate tech.
What good looks like: a multi-million earned-impression footprint from one staged moment, a measurable lift in category share-of-voice during the surrounding window, and at least one policy- or capital-side conversation opened that wouldn't have happened through cold outreach. Public benchmarks worth holding the work to: immersive B2B experiences drive 4-7x the recall of webinars (Forrester) and creator-led earned media outperforms paid by ~5x on technical categories (Edelman Trust Barometer).
Climate tech doesn't fail because the science is wrong. It stalls because no one outside the category can feel it. Our job is to engineer the moment that makes them.
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