Rebekah Mays

After ChangeNOW last year, I never looked at carbon credits the same way again.

I was listening to a panel with a blue carbon project developer from Madagascar, a co-founder of a large-scale reforestation startup, and a climate consultant. “We cannot wait until 2050 to start restoring nature,” the climate consultant said. “We cannot reduce emissions and offset only after we’ve reduced emissions by 90%. Our ecosystems can’t wait that long.”

I realized I’d been looking at carbon credits all wrong

Restoring nature and cleaning up our historic emissions are not tasks that can stay on our to-do list until we check off all the other items on the list. There’s too much at stake to put off carbon cleanup that long, and the whole house could crumble if we don’t repair the cracks now.

After that talk, I became carbon removal curious — and I looked for opportunities to learn more.

The next “aha” moment came at a ClimateHack event in Amsterdam, when Direct Air Capture startup Skytree gave us a tour of their office and explained their approach to the technology.

I’ll never forget when their director of technology shared a slide with us. We saw the removal potential of nature-based approaches, and the potential of technology-based approaches.

We need nature-based removals to help restore our fragile ecosystems — but the IPCC report and many other reports have made it clear. Nature-based removals can only take us so far. To clean up our massive mess, we need technology to help us remove ~10 Gigatons annually by 2050 — and keep the carbon locked away for centuries.

Now, I’m promoting tech-based based, permanent removals — and I’m excited about it

These days, I’m all in. I work with startups and policy experts to promote these technologies, and I’m excited to get to my keyboard.

I know the better I do my job, the more I can help scale these technologies, and the more carbon we can remove and lock away for good. What I love is that everyone I work with is clear these technologies aren’t the whole answer — they are just a few of many puzzle pieces we need in place to avoid climate breakdown.

Why am I sharing this story?

Because every day, I hear from peers worried about greenwashing. Are carbon credits legitimate? Why do we need carbon credits when we should be focusing on emissions reduction anyway? And why do we need Direct Air Capture or Ocean Capture when we have trees?

Because:

• Carbon credits are a way for companies to finance nature restoration and cleanup of emissions

• We can’t wait til 2050 to start cleaning up the damage we’ve caused

• We should deploy nature-based approaches now, but we simply can’t reach 10 Gigatons of removals without tech approaches

• We need to scale permanent, tech-based carbon removals NOW if we’re to get there in time

• Tech-based carbon removal startups are allies in this fight — and we should treat them that way

Sustainability jargon gets a bad rap.

Read about corporate sustainability laws, climate finance incentives, or clean energy tax breaks, and you'll soon be swimming in a sea of acronyms.

To list off a few:

• CSRD

• ESRS

• LCA

• CBAM

• CDR

• DAC

• CRCF

• REDD

• IRA

And the list of acronyms and terms goes on and on.

For beginners trying to understand these terms, it's overwhelming — like learning a whole new language.

Sustainability jargon is a deterrent for some. But these terms (and the legislations pushing them) are creating the largest-ever "inner circle" of corporate sustainability leaders.

Sustainability jargon creates an "inner circle" of people who have a shared understanding of the world.

For those who "speak the language," the linguistic shortcuts strengthen bonds and creates efficiencies. And despite the ever-increasing number of new acronyms and new hurdles to jump through, interest in corporate sustainability is increasing faster than ever. In 2024, a record-breaking 24,000 corporates voluntarily disclosed sustainability data to CDP.

Maybe corporate sustainability is growing not in spite of sustainability jargon, but (in part) because of it.

Stop seeing sustainability jargon as something we need to avoid. Instead, recognize that to remake our economy, we need a new common language.

Of course, we need to continue educating and onboarding beginners.

But to reach net-zero emissions in the next few decades, we have to totally reinvent our economy.

Isn't it reasonable we'd have a new common language to go with it?

Today in a meeting, a client asked me a great question:

"What do you think are the trending topics for decarbonization in 2025?"

Here's what I told her off the top of my head, based on my work with seven different climate tech clients this year.

Feel free to take these ideas and add to them as you plan your content calendar for next year.

1. Carbon Dioxide Removals

The reputation of carbon credits went through a rough time in 2023.

However, in 2024, the outcome of COP29 conference was a clear signal that the market will only grow for "high-quality" carbon removals.

Many experts I know are doubling down on educating their audience around carbon credits, as business perception seems to be shifting again in their favor.

2. ROI of decarbonization

In the past, the C-Suite had to be convinced about the "business case" of decarbonization.

Considering market pressures, more executives today are bought into setting climate targets and pivoting away from fossil fuels.

The business case will remain important, but I believe more companies are looking for high-leverage emission reduction activities, and especially data about outcomes and ROI they can expect in the short- and long-term.

3. Emission reduction case studies

Another big topic is evidence of real climate action, not just sustainability reporting.

What this means is that case studies showing actual climate progress will be more important than ever.

Collecting data, setting targets, and reporting metrics is a good start — but in 2025, expect more emphasis and accountability on emissions reduction.

4. Scope 3 reductions & supplier engagement

Scope 3 emissions reporting came into the spotlight in 2024.

So, it's fair to say that action on Scope 3 will be more emphasized next year.

Supplier engagement is a closely linked topic, since companies must work with suppliers in order to access real-time data.

Case studies showing outcomes of successful supplier engagement programs will be more and more valuable.

5. Holistic decarbonization

In the EU, issues linked to decarbonization — like the circular economy and biodiversity — have been on the map for a while.

But with the CSRD emphasizing a more holistic approach to sustainability reporting, it's clear that related environmental issues will become a higher priority for corporates, startups, and small businesses, especially in the US where the business world does not have as much awareness about these topics.

When writing about decarbonization, consider you can tie in other environmental issues like ecoystem and biodiversity impacts, resource use, and pollution.

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Of course, what you consider "trendy" depends on your industry, region, and target audience.

Regardless, hopefully this list can get you started as you think about your content calendar for next year.

When I was 26, I launched my first marketing campaign — and it failed.

As research and marketing assistant for my dad's publishing company, I was trying to sell a product that no one seemed to want. I wrote what I thought was a fabulous offer, sent it out to our email list, and waited. A couple of sales trickled in for $20 each ... but that was it. Fair to say it was a total flop.

I felt so embarrassed.

I kept practicing my copywriting and marketing skills, soaking up everything I could about how winning campaigns work. For some reason, I kept gravitating toward situations that needed serious marketing help. I liked the idea of working with companies I could totally transform.

Over the next few years, I worked in a variety of marketing jobs, often focusing on content marketing. I wrote email newsletters, publishd social media posts, created video campaigns, and so much more. Sometimes the results were real and tangible — driving meaningful relationships, sales, and revenue. Other times, results lagged. Still, I continued to take trainings and practice my skills.

By the time I was 33, I was working for myself as a freelancer, and I got the opportunity to work on an SEO project for a B2B company. I provided a strategy for them, and shortly after, we updated 10 pages on the website.

Overnight, our website traffic increased by 30%.

My client was ecstatic — and throughout the rest of the year, we successfully increased organic web traffic 4x. After that moment, I realized I did have the power to drive remarkable marketing results. But to drive those results, it wasn't enough to have a good plan — often, it was volume of activity that made a campaign a success or failure.

These days, people often say "quality over quantity." I disagree — I say "quantity then quality." In marketing, you don't learn from books, but from putting your product out into the world. And you only succeed when you're willing to step up to the plate and swing – again and again and again.

Swing enough times, you'll get good — and eventually, you start to hit home runs.

Want to be a more confident marketer? Here's how it worked for me:

• Try marketing something

• Meanwhile, take courses and learn winning techniques

• Analyze results once your first campaign fails

• Do more to get good

• Enjoy watching your skills compound

This year, LinkedIn was a key part of my plan to break into the climate tech space.

I published frequently on the platform — 152 posts in total.

While email outreach and networking were my main channels for landing clients, prospects have told me that my LinkedIn content helped give me credibility. Plus, I built countless relationships thanks to the platform.

If you want to break into a new niche in 2025, you might want to try some of these styles of posts. Below, I'll share the hook of each post, and why I think it performed well for me.

1. Top 7 climate leaders to follow in 2024

This was my biggest post of the year with 6,400 views and 22 comments. And it was easy to create, too.

I simply listed and tagged seven climate leaders I knew about and wrote a short description of why people should follow each one.

Since I asked my audience to add to the list, people tagged their peers in the comments.

2. I ❤️ the EU sustainability regulations

At first I was surprised this one did so well — 3,300 views about EU's Corporate Sustainability Reporting Directive.

Now, I know it's because it's an unpopular and unconventional opinion, worded in a simple way.

Many folks in my industry are frustrated by the regulations, since the laws are quite detailed and complex.

3. Every content marketer wants to build trust. But what does that look like?

In this carousel post, I showed examples of trust-building content from my industry. I've created a few variations of this post, and it does well every time I create something like this. This one got 2,900 views and comments from my ICP.

I think it works because it shows real "best practices" from industry leaders.

And, because it goes deeper than typical "marketing tips," borrowing credibility from well-known brands.

4. Nine climate tech brands winning the content game

This was another list-style post, similar to number one on my list.

Although instead of tagging climate leaders, I tagged specific brands and shared why they made it on my list.

At 2,500 views, it didn't do as well as a similar posted I created last year, but it still got some visibility and comments from people in my industry.

5. Turns out, May was even better than April for the freelance biz

In this post, I shared the wins of the month in a list and all the ways my business was going well. This one got 2,400 views and 17 comments.

I've started doing posts like this at the end of every month, and they always get good engagement.

Plus. they help position me as someone who's thriving in my business — which makes it easier to land new clients and generate referrals.

Are you trying to break into a new niche next year? I'd love to hear in the comments!

In my past several months ghostwriting LinkedIn content for climate tech executives, I've had a key realization. Specifically, about why my clients need me.

My executive climate tech clients need a talented niche-savvy ghostwriter to help them:

• write and fine-tune their content on LinkedIn

• find the right ideas to increase touchpoints with the target audience

• and generally, help position themselves as thought leaders in their industry

But there's another reason behind everything.

And the ones who realize this are willing to make the investment, giving them a competitive advantage over those who don't.

It's not about the "words"

First of all, let's be clear: despite the name, an executive ghostwriter is not someone who just "writes words" or even just fine-tunes messaging.

If you just need "words," you'll get quicker output with ChatGPT or Claude.

You could argue, then, that it's about crafting the right words.

But even then, there's a lot more to ghostwriting than wordsmithing.

After all, we have to know which ideas, topics, and angles make sense before fine-tuning the idea.

It's not about "ideas"

So then, is it about ideas and topics?

Not really — in my experience, a talented marketing team can help a founder identify topics and angles they should be writing about.

A ghostwriter can and certainly should help fill this role ... but it's not the main job.

The real reason

At the end of the day, the real reason founders need ghostwriters is accountability.

Every climate tech founder I know is juggling multiple huge responsibilities like management, sales, hiring, and product.

And every marketing leader I know has the same problem.

Even if the team agrees founder-led content is important, the truth is, it won't always be a priority.

Investing in a talented, professional executive ghostwriter to support founder-led content is worth it ...

Precisely because of the accountability baked in.

A proactive executive ghostwriter will take ownership of the project, to be sure.

But, they will also make sure they get the collaboration and feedback they need to produce excellent content. Otherwise, they can't do their job.

And this is why they're so valuable:

Simply interacting with the ghostwriter reminds the founder why they've made this commitment.

And why they're on a wild mission to build a climate startup in the first place.

Every day, I encourage climate tech founders to publish LinkedIn content to build their authority online.

But honestly, there’s ONE thing founders can do that’s easier and faster than creating content.

And in my own experience, it works extremely well (if you do it the right way).

Ready for it?

It's leaving thoughtful comments on others’ LinkedIn posts.

Why it works

This is a very common tactic among digital marketers … but I see very few climate tech founders doing it.

When you leave thoughtful comments on LinkedIn posts of your ICP and other thought leaders, you:

• make yourself more visible

• build relationships

• and highlight your expertise

All at the same time.

And in most cases, it's much faster to leave a comment than to write a LinkedIn post or send a cold email.

What NOT to do

Before you start leaving comments left and right, don’t make these mistakes:

• don't leave a meaningless comment like “interesting” or simply regurgitate what they said in the post.

• don't comment without actually reading what they wrote

• don't use an AI commenting tool

Do this and your comments will be bland and/or annoying.

What kinds of comments work best?

These two types of comments have generated leads for me. But many other types of comments could work:

• Industry understanding: show you “get” an industry or a company’s mission by working in their key value proposition into your comment

• Encouragement: congratulate a person or company on an achievement. (Hint at why you know that achievement is a big deal)

Personally, I don’t like critical or pushy comments, not even on competitor’s content.

Eager to see if this works for you?

Over the next week, leave 5 strategic comments a day. Let me know if anything interesting happens!

As we head into 2025, LinkedIn has emerged as the best social network to grow a climate tech business online.

More and more climate tech founders I speak to are realizing the opportunity and wanting to grow on LinkedIn.

So if you're eager to grow your personal climate brand next year, who should you be following?

1. Elena Doms (76K+ followers)

Based in Belgium, Elena is the founder and CEO of Earth Plus, a startup with a mission to create the largest nature-based soil and CO2 cleanup in history.

Elena posts regularly about:

• PFAS (forever chemicals)

• soil health

• preventing desertification

Top content

One of her biggest posts to date was a story post about her resigning from a top role at MasterCard and her journey since founding her startup.

2. Vojtech Vosecky (142K+ followers)

Sweden-based Vojtech Vosecky positions himself as "the circular economist" and runs a consulting business with the same name.

Vojtech posts regularly about:

• the circular economy

• the problem of waste in dirty industries

• corporate sustainability

Top content

One of Vojtech's top posts is a photo showing a Paris street, before and after the city's greening initiatives.

3. Lubomila Jordanova (150K+ followers)

Based in Berlin, Lubomila Jordanova is the founder and CEO of Plan A, a software company that helps businesses decarbonize.

Lubmoila posts regularly about:

• corporate sustainability

• decarbonization

• climate change

Top content

A top post from Lubomila shows her wearing one of her client's products — a jacket made out of bacteria.

Are you the next big LinkedIn climate creator?

Reviewing these LinkedIn creators is a powerful reminder that you don't have to be a billionaire CEO to become a powerful voice in the LinkedIn climate community.

You do, however, have to show up online consistently, pay attention to what resonates with your audience, and be willing to cheer on your followers.

And it all starts with hitting post.

When I say I work with climate technology startups, environmentalists sometimes raise an eyebrow.

"Isn't that greenwashing?" some say. "What about nature-based solutions?" others ask.

The truth is, these comments reflect a limited understanding of what climate tech is and what it can do for us.

So today, I wanted to dig into the biggest misconceptions I hear about climate tech, and unpack why we need both tech-based and nature-based solutions.

Misconception #1: Climate tech replaces nature

Over the past couple of years, climate tech has been painted as rows of shiny metallic machines sucking carbon from the air while oil companies continue to pollute the atmosphere.

If that's your view, I get why you'd feel uneasy!

But this isn't the whole picture.

Study the variety of tech-based carbon dioxide removals, for instance, and you see that many climate technologies are actually inspired by natural processes. Tech-based approaches like biochar and enhanced weathering mimic and accelerate natural processes, locking carbon away for centuries — much longer than nature-based removals do.

We're not replacing nature — we're mimicking it.

Misconception #2: We don't need climate tech

Yes, we need behavior change, emissions reduction, and nature-based solutions at scale.

But we also need technology for virtually every aspect of decarbonization. (Whether we call it "clean tech" or "climate tech" is beside the point.)

For example, we need:

• software to help us track and manage emissions

• renewables, grid modernization, and battery energy storage systems to power and store all the energy we need

• satellites to monitor and help us prevent deforestation and methane leaks

And dozens of other applications.

Reaching net-zero emissions and decarbonizing the entire economy is a massive undertaking. We need tech to reach net zero fast enough.

Misconception #3: Climate tech diverts resources from immediate solutions

Climate tech skeptics like Jonathan Foley of Project Drawdown have argued that many types of climate tech are a distraction — a "fig leaf" for oil and gas companies.

But even Foley acknowledges we need to invest in carbon removal technologies now if they are to reach the scale we need by 2050. And as tech-based projects continue to develop, we're seeing exciting updates emerge, like modular Direct Air Capture, improvements to monitoring and verification systems, and a lot more.

We shouldn't bet the farm on carbon removals — we need the "emergency brake" solutions Project Drawdown outlines, as well as investment in nature and tech-based carbon removals to reach our goals.

Climate tech and nature don't have to be at odds

I understand the skepticism about climate tech — the fears that the Elon Musks and oil tycoons of the world are simply peddling it to make boatloads of cash.

But in our polarized world, we need to make room for nuance.

Not simply yell "greenwashing" whenever tech enters the chat.

Two and a half years ago, I got some advice that changed my business and life forever.

I was copywriting for a tech startup and freelancing on the side. I'd already given my notice and was about to go into my business full-time.

The problem was, I couldn't get people to respond to my outreach, and I didn't have enough clients.

In my mind, I was:

• sending tons of messages

• trying "everything"

• not getting anything to work

Nervous and a bit frustrated, I scheduled a call with a mentor of mine.

"Do more outreach"

On the call with my mentor, I shared my troubles. He calmly said, "Okay, so how much outreach are you doing?"

I thought for a minute.

"Probably one message a day on LinkedIn."

He looked at me like I was insane.

"ONE a day?"

I nodded.

He jumped out of his chair.

"Do THREE per day. FIVE per day. Then let's talk."

I nodded and said I'd try that. Over the next couple of weeks, I did what he told me. A month later, I sent him this message:

Hey, guess what? After x5 ing my outreach I’ve scheduled 3 discovery calls with target clients, and had several other positive responses. 🤩 That’s from 50 LinkedIn messages to marketers in my niche ...

My mentor was ecstatic for me and cheered me on. Sure enough, I was able to turn two of those prospects into clients. Those were the first "strangers" I ever worked with.

I felt like I had a real business.

Now, do even more

The funny thing is, we had the same exchange a year later.

Only this time, I told him I was sending five outreach messages per day. He told me to ratchet it up to 25 per day given what it could do for my business.

I'm still figuring out how to follow his 25-per-day recommendation. But I have zero doubt that if I did manage to send that volume of outreach consistently, I'd unlock serious growth for my business.

Here's the thing though:

The lesson I learned wasn't really about the number of outreach messages I need to send.

It was that:

• Outreach and sales are the lifeblood of any business

• We can do more than we think we can

• Work that's "a lot" to us is nothing to someone a few levels up

And the key to reaching that next level?

Surrounding yourself with people who are already there.

Over the past 2.5 years, I've provided a spectrum of services to B2B climate tech founders and marketing teams.

And one thing has become crystal clear to me:

Founder & CEO content on LinkedIn is one of the highest-leverage types of marketing for a startup.

With LinkedIn, you can attract potential customers, investors, and media attention all at once.

But if you haven't posted much on LinkedIn before, how can you get started?

Today, we'll focus on the first three steps of getting started on LinkedIn.

1. Write a clear headline

The first step to optimizing your profile is to write a clear headline describing what you do.

If your value proposition and brand messaging for your company aren't clear yet, this will be a bit experimental. Still, it's worth crafting this just to get started.

For instance, Plan A CEO Lubomila Jordanova writes a clear headline that focuses on building credibility:

CEO & Founder Plan A & Co-Founder Greentech Alliance │ Obama Leader │ MIT Under 35 Innovator │ LinkedIn Top Voice

However you do it, make sure to describe your role at your company, mention the industries you work with, and add your most compelling credibility elements.

2. Set up your key images

Next, make sure you have a professional profile picture and a good header image.

I've noticed that many founders have a nice headshot, but they miss the opportunity to include a good header. For the header, you could:

• create a graphic with the help of a designer or Canva template

• keep it simple with a themed photo

• or, feature a photo of you in a compelling setting (like speaking on a stage)

Whatever you decide, use your profile picture and header image strategically, showcasing media that builds credibility and adds context.

3. Follow and engage with top thought leaders

If you're ready to post content, you can. But the best way to see what works on LinkedIn is to follow other thought leaders in your space.

Start following folks in your niche, especially those who have 10K+ followers. Then, don't just "like" their content — start commenting on their posts and adding to the conversation.

Your comments will show up in others' feeds. As a result, you'll start to become more visible — even without creating your own content yet.

Set up your LinkedIn in an afternoon

You can get the first two steps done and start on the third in just a few hours.

With these three steps, you'll have the basics done.

From there, you'll have a solid foundation to create content so you can use LinkedIn as a tool to grow your startup.

I've been writing digital content since 2017.

And this year, I've written content for 7 different B2B climate tech clients.

While I've come far, I've made all the mistakes junior and mid-weight writers make when they start writing for the climate tech industry.

These are:

1. Spraying the audience with a firehouse of detail

2. Focusing on words, not messaging

3. Spending time on busywork, not 10x content

If you're responsible for writing climate tech content in your company, avoid these mistakes to hit your marketing objectives (and keep progressing in your career!)

1. Spraying the audience with details

In B2B climate tech, stats and data build credibility.

The problem is, too many details and stats make it hard for the reader to understand, stay engaged, and take action. So, don't be afraid to cut long chunks of text and extra numbers.

Well-organized thoughts and a few choice details — rather than a firehouse of information — will help your content perform much better.

2. Focusing on words over messaging

B2B climate tech marketers care a lot about word choice.

This is part of having high standards — but I've spent countless hours on editing and revisions when we weren't clear on big-picture messaging. First, fix the value proposition and brand messaging. Then, figure out the point you want to make in the specific piece.

Then and only then should you wordsmith — otherwise it will be impossible to create high-quality content at scale.

3. Spending time on busywork, not 10x content

I used to think every climate tech company should write and publish articles for SEO purposes.

Since then, I've realized other content tactics can generate exponentially better returns. In B2B climate tech right now for instance, email marketing, LinkedIn content, and events are king. Ghostwriting for a founder's LinkedIn can get you 10x the results compared to a company blog article.

Any content tactic can work. But I'd rather spend my time on the tactics that drive the biggest results.

Be your own critic

Over the past few years, I've continued to level up my content, create better assets for my clients, and hit more and more of my targets.

While client feedback is incredibly valuable, I've realized I can't wait for others to improve my content for me.

If we want to succeed in this game — and work with the best clients and companies in the industry — you and I need to be our own critic first.

Sometimes being your own harshest critic is a good thing, as it can unlock serious growth in your life and career.

It took me 5 months to break into the climate technology industry.

But once I landed that first climate tech client, I was able to land 6 more climate clients in less than a year.

If you're trying to get a sustainability job or freelance gig but getting no traction, copy the five strategies I used.

With these strategies, you can get your first opportunity quicker than I did.

1. Used the Work on Climate Slack channel

When I was having trouble landing clients, a friend of mine suggested I join the "Work on Climate" Slack channel.

I did, and I was blown away by how many gigs and jobs were posted every month. I applied to a few of the gigs and had a call with the client. A week or so later, I landed the work!

This was my first-ever climate gig, and this Slack channel is perfect for beginners.

2. Sent direct emails

I landed my second client from email outreach.

I sent a hundred or so email messages over a few months, and it turns out one of them needed my services. We did four small projects together, and I learned an incredible amount.

It was a fantastic portfolio-builder, and critical to grow my experience in the niche.

3. Got visible on LinkedIn

One of the best things I did to break into the climate tech niche was to show up consistently on LinkedIn.

I optimized my bio and profile for the climate tech niche, added hundreds of potential connections, commented on posts, and wrote posts tagging companies I was interested in.

It took some time, but I ended up landing three out of seven clients from my LinkedIn activity.

4. Stalked people

When you're trying to break into an industry, it's helpful to try some things in person and not just online.

When I was desperate for work, I applied for a full-time position. I didn't land the job, but I ended up joining the coworking space where they worked. (It happened to be near my house.) When I told them I was working there, too, they were intrigued — and we ended up doing a writing project together.

It may sound extreme, but it worked!

5. Talked to friends and family

Your network has more opportunities than you realize.

Last Christmas break, I spoke with my brother-in-law about my work. He suggested I get in touch with one of his friends who'd founded a climate tech startup in my niche. I did, and a few months later we did a ghostwriting project together.

This project was one of my biggest-ever projects — and this type of work is now what I'm focusing on.

Any of these strategies can work

Any of these strategies can work if you try them enough.

But the biggest takeaway is this: when you want a certain type of work, don't wait for opportunities to come to you.

Go and get them!