AI stole impact firms' thunder. Here's how you can win it back

Remember when we used to talk about climate? What a golden chapter in human history that was, when we engaged with the upcoming planetary apocalypse instead of ignoring it.

Impact is sadly no longer the zeitgeist. Media headlines are dominated (understandably) by war. Mentions of climate topics in S&P 500 earnings calls are down 76% compared to three years ago (Bloomberg Green). Venture capitalists are ditching impact faster than they can say "Let's f*cking go", in favour of ballooning AI valuations and 'deeptech'/'hardware' (read: defence).

This is a problem for deserving impact companies trying to get attention. My agency tells the stories behind meaningful companies: here's how to cut through the noise.

1. Make green the new black

Impact founders often hear phrases like ‘good for you’, that drip with both admiration and condescension. Purpose and unprofitability have become conflated. This means that leaders need to be constantly communicating bottom-line benefits.

You help workplaces be more inclusive? That’ll reduce employee churn, which can cost a company four times an individual’s salary (HR Dive).

You help companies understand Scope 3 carbon emissions? That improves supply chain resilience, saving companies US$13.6 billion (CDP).

You provide femtech tools to employees? Half your workforce will be happier and more effective.

Don’t be pigeon-holed as a 'nice to have'. Relate everything back to commercials.

2. Understand the lingo

The US election result scorched many impact movements, but green shoots are sprouting. Expressions like 'ESG' and 'DEI' have unfortunately entered the culture wars; you should ignore this charged language and find the next generation of terms.

Energy 'resilience' is appropriate for 2025. Planetary boundary innovation trumps 'greentech'. These are not euphemisms, they are evolutions. They stand on the shoulders of giants.

3. Fight the good fight

Principles are only principles when they cost you money. The remaining impact ecosystem has more integrity because of the recent exodus. Those who remain should communicate directly and bravely (as long as you don’t annoy your investors/LPs).

Those who remain should communicate directly and bravely

The journalists we work with are always looking for bold and counter-consensus opinions. If your technology will never have a 'dual-use' (a non-impact application, e.g. wildlfire satellite used for surveillance) then say so! If something in your industry annoys you, call it out!

There’s frustration everywhere right now. The best communicators can harness this and attract supporters to their causes.

When the pendulum inevitably swings back, and we start talking about climate again, they’ll be poised to capitalise.

Nick Baines is co-founder and CEO of Nara Communications, a PR agency for tech-driven organisations.