Climate Rising

Climate action requires more than technology, policy, and capital. It also requires communication. In this special curated episode of Climate Rising, we revisit three past conversations to explore how companies communicate about climate change to different audiences. The episode features excerpts from Mike Toffel’s conversations with leaders of New Belgium Brewing, Allbirds, and Microsoft that illustrate distinct approaches to climate storytelling. New Belgium used products and campaigns to engage consumers directly. Allbirds embedded sustainability into product design and customer experience. Microsoft focused internally, translating climate ambition into governance structures and decision-making processes. Taken together, these leaders highlight how climate communication can influence customers, employees, policymakers, and business leaders—and why storytelling remains an essential part of accelerating climate action.

Addressing climate change isn’t just a technology or policy challenge - it’s a communication challenge. John Marshall, founder of Potential Energy Coalition, joins Climate Rising to discuss how marketing techniques can accelerate climate action. Drawing on decades of experience advising major corporations, John explains how his team uses behavioral science, focus groups, large-scale experimentation, and data-driven messaging to shift public perception on climate and energy. The conversation explores why traditional climate messaging often fails, how concepts like “net zero” and “climate crisis” can backfire, and why trust, identity, and local relevance matter more than abstract global narratives. John also discusses the role of AI in reshaping marketing and the risks and opportunities it presents for climate communication

Parth Jindal and Prabodha Acharya of JSW Group join Climate Rising to discuss how one of India’s largest industrial conglomerates is reducing the carbon intensity of its steel business while scaling infrastructure for a fast-growing economy. They share how JSW built vertically integrated operations—from power to cement to ports—through industrial symbiosis, and why energy efficiency, renewable power, and circular practices are at the heart of its decarbonization roadmap. The conversation explores India’s dual challenge: meeting rising domestic steel demand while managing its climate vulnerability. Parth and Prabodha explain JSW’s green investments, hydrogen pilots, carbon capture initiatives, and why cost competitiveness, stakeholder pressure, and industrial policy shape the path forward. This is part of our Global South series, which also features Tata Power and organizations in Brazil at the intersection of business and climate. Explore more episodes at climaterising.org.

Jonathan Schrag, Deputy Climate Chief for the Commonwealth of Massachusetts, joins Climate Rising to discuss how the state is tackling emissions, electrifying infrastructure, and responding to a shifting federal policy landscape. Jonathan shares how Massachusetts’ newly created Climate Office coordinates across agencies—from housing to public health to corrections—to embed climate action into all corners of state government. He discusses the state’s emissions targets, the role of local municipalities in building codes and EV infrastructure, and the growing headwinds from federal rollbacks, tariffs, and canceled clean energy grants. He also reflects on market uncertainty, offshore wind, geothermal pilots, and the promise of small modular nuclear reactors.

Danielle Rapson, HBS alum and Co-founder and COO of Mantel, joins Climate Rising to explain how her company is developing a novel molten-based carbon capture system for hard-to-abate industrial sectors. Danielle shares the story of how Mantel spun out of an MIT lab, what sets its technology apart from existing amine-based carbon capture, and why the economics of steam reuse are critical to its efficiency. She also discusses how Mantel’s early projects in pulp and paper and oil refining are shaping its path to commercialization, and what policy and regulatory incentives—like 45Q and Canada’s carbon tax—mean for scaling carbon removal solutions. This episode is part of our alumni series, which also features Eric Adamson, Robotics Executive at Oishii and co-founder of Tortuga AgTech, and Hui Wen Chan of Crusoe, which uses stranded energy to power AI data centers. Explore the full series at climaterising.org. Resources Mentioned • Mantel – Developing molten material-based carbon capture for industrial emissions • Breakthrough Energy Fellows – A program supporting early-stage climate tech innovators • The Engine – VC firm backing tough tech startups out of MIT • MCJ – "My Climate Journey," a podcast and investor network on climate tech • Kruger– Canadian pulp and paper partner for Mantel’s first demonstration project • 45Q Tax Credit (U.S. IRS) – U.S. tax credit for carbon capture and sequestration • Canada’s Carbon Tax Policy – A national carbon pricing mechanism incentivizing low-carbon tech Host and Guest Host: Mike Toffel, Professor, Harvard Business School (LinkedIn) Guest: Danielle Rapson, Co-founder & COO, Mantel (LinkedIn)