Green businesses and investors will keep building the same solutions, but some may take the word 'climate' out of their communications, writes Climate Connection founder Juliette Devillard
A lot of people have talked about 2025 as a turning point for climate. The mood has shifted. Funding feels tighter. Political will has waned.
With Trump's roll-back of climate policies and overt climate denialism, increasing numbers of companies in the US and beyond have quietly softened their language on net zero and sunsetted sustainability goals.
Just a few years ago climate tech had become a popular sector in its own right. It attracted talent, capital, media attention, and a sense of shared mission.
When the sector was booming and goodwill abounded, being 'green' was, by itself, considered a compelling selling point. The assumption was that customers would pay a premium for sustainability, or that the market would reward companies simply for making a better choice.
As the tides turn, this is no longer the case. In a slower economy and a cost-of-living crisis, customers are more price-sensitive, boards are wary of reputational risk and marketers have learnt the hard way that any environmental claim can become a negative headline, whether it is fair or not.
The bar is higher. It is no longer enough to sell 'a climate solution'. Now your solution must also be cheaper, faster, more efficient, uniquely able to solve a problem that your competitors cannot, or all of the above. For businesses that succeed in creating a truly competitive solution, the ‘green impact' or decarbonisation they also offer has become a feature, not the main pitch.
So what can we expect this year to bring? My take: 2026 will be the year of 'Quiet Climate'.
The urgency for climate action has not decreased, and the work to fight climate change won't stop. What will change is how we package it up. Climate businesses and investors will keep building the same solutions, but many will take the word 'climate' out of their communications.
Startups and climate-focused businesses will lead with cost savings, reliability, resilience, efficiency and competitiveness; outcomes their customers and boards can support no matter the political environment.
We are already seeing it in venture. Funds that used to proudly call themselves 'climate tech' funds are positioning themselves as 'deep tech', 'efficiency tech', 'industrial innovation', or 'energy security'. In practice, they are still backing the same solutions across electrification, grid flexibility, low-carbon materials, measurement and verification, and resource efficiency. The investment thesis is the same, but the story has changed.
But there is a risk here, and it is important to name it. If Quiet Climate becomes an excuse to stop measuring, stop reporting, or stop setting targets, it will backfire. Previous backlash against ESG was fuelled partly by vague claims and sloppy storytelling.
As climate temporarily takes a backseat in the public-facing arena, startups, corporates and investment funds still need to ensure that sustainability claims are accurate ands can survive scrutiny, even if they're not at the forefront of every sales and marketing campaign. If there's anything to learn from watching the startup world, it's that trends are cyclical. Climate will rise to the forefront of public attention again, and we should build with a rigour that makes sure we're prepared for when that happens.
As anyone working in the sector knows, the climate crisis is not a trend we can step away from when momentum feels slower. It is a multi-generational challenge that will have a huge impact on future generations. We may have to adapt, go 'quiet' temporarily, but the work still needs to be done regardless.
This isn't the moment to quit, it's the time to adapt and remember that the people and organisations that stay strong through downturns are the ones who will shape the solutions of tomorrow and own the next wave of growth.
Juliette Devillard is founder and CEO of Climate Connection.
