The Climate Crisis Needs Communicators: Lessons from Redwood Climate CEO Josh Garrett
In an era defined by technological breakthroughs and escalating environmental urgency, the ability to communicate clearly and persuasively has never been more important. Nowhere is this more evident than in the climate tech space where the innovations are real, the stakes are high, and the stories are still being written.
We recently explored this intersection of communication and clean technology through the lens of Josh Garrett, CEO and co-founder of Redwood Climate Communications. A veteran communicator and climate tech specialist, Garrett is helping redefine how companies tell their stories in one of the most complex and consequential categories in the world.
Here’s what stood out from our conversation with him, and why marketers and founders should take note.
From Theater Major to Climate Tech Storyteller
Garrett’s path into climate communications began in an unlikely place—a job at a heating oil collective during the 2008 financial crisis. There he discovered that biodiesel made from cooking grease could replace traditional heating oil, cutting emissions by 80%.
That experience sparked a deeper realization: “We’ve already solved huge parts of the energy problem,” he says. “The challenge isn’t innovation—it’s communication.”
That revelation reshaped his career. He went on to earn a master’s in environmental science and policy from Columbia and ultimately launched Redwood Climate Communications to help mission-driven climate tech companies bridge the gap between innovation and impact.
Climate Tech Is a Communications Challenge
Garrett is blunt about the current state of climate tech PR: “We’re maybe 1% of the way to where we need to be.” For all the progress in clean energy, battery storage, and nuclear innovation, he believes the communications infrastructure hasn’t kept pace.
The solution? Better storytellers.
Garrett argues that compelling, accurate communication is what moves markets, influences policy, and inspires consumers. Without it, even the most promising climate innovations risk being overlooked or misunderstood.
Press Coverage Isn’t a Given—It’s Earned
Gone are the days when a startup could earn media attention just for existing in the climate space. Today’s reporters are understandably skeptical. “You need to show traction,” Garrett explains. That means real data, investment, deployments, or signed contracts.
Redwood’s job is to help clients build that substance-backed narrative and pitch it in a way that meets the expectations of seasoned journalists.
The Media Landscape Is Not Shrinking, it’s Evolving
While many newsrooms are downsizing, climate coverage is actually expanding—just not always in dedicated verticals. “Climate now touches everything,” Garrett says. From insurance and real estate to transportation and supply chains, climate is a thread running through countless industries. This opens up opportunities to reach a broader and more nuanced set of reporters, but also requires PR professionals to be smarter and more adaptable.
Why This Matters for Modern Marketers
At 829 Studios we believe that strategy without story is a missed opportunity. Garrett’s work underscores how essential it is for brands, especially in complex or emerging industries, to invest in clarity, consistency and credibility.
Whether you’re marketing clean energy, health tech, or a consumer product the lesson is the same. Build a narrative rooted in truth, deliver it across the right channels, and back it up with proof. That’s how movements grow—and how markets shift.
Need help turning your mission into a meaningful narrative? Our team at 829 Studios helps brands craft strategies that connect, convert, and endure. Get in touch to learn more.
