Last week, more than 100 sustainability thought leaders gathered in Chicago for the Aspen Ideas: Climate event, bringing the conversation on climate solutions to the heart of the Midwest. Against the backdrop of the city’s strong business community and growing climate ambitions, leaders from business, government and advocacy explored not just why climate action matters, but how to make it happen. 

Across every session and expert insight, one thing was clear: the future of climate strategy is practical, localized, and closely linked to business performance. Here are three key takeaways every communicator and brand leader should have on their radar.

1. Striving toward global goals, managing local realities

Geopolitical shifts, economic uncertainty and evolving regulations are reshaping how companies operate; most no longer work within a single market. That means sustainability strategies must reflect global goals while being designed to work at the local level. Markets differ, and so do stakeholder needs. The most effective programs meet people where they are, accounting for everything from infrastructure and regulations to consumer sentiment and cultural context. 

2. Rethinking the words that shape perceptions 

Terms like “ESG” and even “sustainability” are taking a back seat in some circles, often weighed down by politicization or misinterpretation. To ensure these efforts resonate, we need to be intentional with our language. Words like “resilience,” “climate strategy” and “climate opportunity” are gaining traction because they signal relevance, action and pragmatism. They also tend to be less polarizing, making them more effective in reaching diverse audiences. 

These shifts in language help stakeholders like employees, consumers and partners better understand the tangible value of a company’s efforts. The way we frame the conversation directly impacts how it is received, supported and sustained. 

3. Tying climate strategy to business impact 

Purpose and performance are not mutually exclusive, and top decision-makers need to see metrics that reflect both. Brands must frame climate action as a strategic priority, not just a moral one. That starts with a strong business case. 

Panelists emphasized why it’s important to show how sustainability efforts improve efficiency, reduce operational risk, drive innovation, or strengthen long-term resilience. These are the outcomes that resonate in the C-suite and with investors. 

When leaders understand how climate strategy supports overall business resilience, it becomes easier to secure investment, align cross-functional teams, and maintain momentum. Climate action is expanding from the right thing to do, becoming a differentiator, performance driver and long-term value creator. 

Keep the Conversation Going 

Ultimately, as communicators, we have both an opportunity and a responsibility to help brands align ambition with action, and to make sustainability a business driver. In this spirit, Zeno gathered clients and friends for a dinner filled with dialogue among established, decades-old businesses, startups and everything in between. Because nonprofit and industry association voices are more important than ever to the sustainability conversation, we also welcomed their perspectives.  

At Zeno, we’ll continue engaging our clients in conversations that turn insights into action. Because solving the climate challenge will take more than good intentions. It will take clear business strategy, smart communication and a commitment to driving real impact. Our collective future depends on it!