Using analogies in climate tech marketing: A smarter way to engage investors and clients

Why analogies matter in climate tech marketing?

The climate tech industry is filled with technical terms like carbon capture, grid decarbonisation, and life-cycle emissions tracking. While these concepts are crucial for a sustainable future, they often feel abstract or complex to investors, policymakers, and clients.

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This is where the power of analogies comes in. Instead of bombarding audiences with scientific jargon or logical arguments, climate tech companies can use word analogies and metaphors to:

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•  Make their solutions understandable by linking them to everyday concepts.

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•  Build mental availability by associating their brand with familiar ideas.

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•  Strengthen investor and client buy-in through clear, memorable messaging.

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In marketing, analogies act like bridges. They connect what people already know to what they need to understand.

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Understanding the purpose of analogy

An analogy is a comparison based on similarities between two things. It explains an unfamiliar concept by relating it to something well-known.

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The Greek word "analogia" means "proportion", which highlights how two objects or ideas can be compared to bring clarity and insight.

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For example, explaining energy storage solutions as a power bank for your home instantly makes the concept more relatable. This is a literal analogy, where two things share a closely related function.

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In climate tech marketing, creating analogies can:

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•  Help people visualise complex concepts.

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•  Make abstract scientific processes feel concrete and real.

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•  Improve recall, making the product or service easier to remember.

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Why are analogies effective in explaining complicated concepts?

Analogies work because they tap into existing cognitive structures in the reader’s mind. Instead of requiring people to process a completely new idea, they simply map it onto something they already understand.

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Here’s why using analogies is so effective:

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•  They reduce cognitive load: People don’t have to work hard to grasp the idea, they simply relate it to known experiences.

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•  They create strong brand recall: A powerful analogy can stick in people’s minds, reinforcing the company’s value proposition.

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•  They increase engagement: Analogies make content more interesting and easier to digest.

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Real-world example: Climate tech startups

A startup offering modular solar panels could compare their product to LEGO bricks:

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•  Scalable and adaptable: Just like LEGO sets can be expanded, modular solar panels can grow with energy needs.

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•  Easy to assemble: Anyone can put them together without technical expertise.

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•  Customisable: The user decides the size and layout.

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This analogy makes the technical idea feel as simple as playing with LEGO, increasing the audience’s understanding and trust.

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How analogies spark creativity and generate new ideas

Analogies aren’t just about explaining things, they also inspire creative problem-solving. When businesses evaluate analogical arguments, they often discover:

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•  New ways to position themselves in the market.

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•  More effective messaging strategies.

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•  Unexpected applications for their technology.

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Example: Gamifying ESG reporting

Many companies struggle with ESG (Environmental, Social, and Governance) reporting because it feels tedious and time-consuming.

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But what if it were more like Duolingo?

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•  Small, interactive steps instead of overwhelming spreadsheets.

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•  Rewards for progress, like sustainability badges.

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•  A friendly UI that makes compliance easier.

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This analogy turns a complex, frustrating process into something engaging and intuitive.

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How analogies help you understand new words and concepts

People often identify new words by relating them to other words they already know. This is why analogical reasoning is useful when explaining sustainability topics.

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Consider these common analogies in climate tech:

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•  Carbon offsetting: Like planting trees to “erase” your footprint.

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•  Circular economy: Like recycling on steroids, waste becomes a resource.

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•  Smart grids: Like a GPS for energy distribution, optimising routes in real-time.

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Using many analogies in your messaging ensures a broader audience can engage without feeling overwhelmed by technical definitions.

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Practical tips for using analogies effectively

To ensure that analogies resonate, follow these steps:

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1.  Find a familiar comparison: Choose an analogy definition that fits.

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2.  Make it relevant: The following analogy should explain the core benefit.

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3.  Keep it simple: If an analogy requires further discussion, it’s too complex.

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4.  Use visuals: Diagrams reinforce the basic structure of an idea.

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5.  Test it: If it doesn’t make sense immediately, revise the comparison.

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Example: Why notion works as an analogy for sustainability platforms

A sustainability management platform could be compared to Notion:

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•  Customisable dashboards: Like Notion’s flexible workspaces.

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•  All-in-one solution: Instead of multiple tools, everything is centralised.

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•  Intuitive design: Even complex data tracking feels easy.

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By positioning their platform as “the Notion of sustainability”, the company makes its value clear with a single comparison.

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FAQs

What is the power of analogies?
Analogies simplify complex ideas by linking them to familiar concepts, making them easier to understand and remember.

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Is analogy used to explain complicated concepts?
Yes, especially in technical industries like climate tech. Analogies make abstract innovations more accessible to a wider audience.

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Why are analogies so effective in generating new ideas?
They encourage creative thinking by drawing unexpected parallels, helping teams discover new ways to market and position products.

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How do analogies help you understand new words or ideas?
They reduce cognitive effort by relating unknown terms to something already known and understood.

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Conclusion

For climate tech companies, clear communication is as important as innovation. Using analogies makes complex solutions relatable, improves brand recall, and increases audience engagement.

Instead of overloading users with technical explanations, a powerful analogy can turn complex concepts into familiar ideas.

By reframing technical solutions through analogy examples, companies bridge the gap between innovation and real-world application, helping people understand, trust, and invest in sustainable technology.

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At Bolder Agency, we help climate tech brands craft compelling narratives that turn technical solutions into relatable stories. From analogies to brand messaging, our strategies make your innovations clear, trusted, and investment-worthy.

Need a smarter way to market? Let’s talk.