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Third Hemisphere Lead the conversation and create impact through strategic PR & marketing for climate, tech, finance.

Climate tech has a product-led growth problem.For years, software companies have been told the same thing:Build a great ...
10/06/2026

Climate tech has a product-led growth problem.

For years, software companies have been told the same thing:

Build a great product.
Reduce friction.
Let users experience value quickly.

It worked for Slack.
It worked for Zoom.
It worked for Notion.

But climate tech isn't operating in the same market.

A carbon accounting platform isn't purchased like project management software.

A climate risk platform isn't evaluated like a collaboration tool.

Most climate software purchases involve:
→ sustainability teams
→ finance teams
→ procurement
→ legal
→ executive stakeholders

Buyers aren't just evaluating the product.

They're evaluating trust.

Can the data be defended?

Will it stand up to scrutiny?

Does it align with reporting requirements?

That's why many climate SaaS companies struggle when they borrow growth strategies from traditional software.

The companies gaining traction are often doing something different.

They're investing in:
✓ category education
✓ thought leadership
✓ industry expertise
✓ trust-building

In other words, they're growing through authority, not just adoption.

We explored why product-led growth often struggles in climate technology—and what founders should focus on instead.

https://thirdhemisphere.agency/

Has climate tech become a trust-led market rather than a product-led one?

Climate SaaS companies keep taking advice from SaaS.I think they'd be better off copying fintech.Most climate software f...
10/06/2026

Climate SaaS companies keep taking advice from SaaS.

I think they'd be better off copying fintech.

Most climate software founders are told to focus on:

* product-led growth
* free trials
* conversion funnels
* self-serve onboarding

But climate software isn't bought the same way as traditional SaaS.

A carbon accounting platform isn't purchased like project management software.

A climate risk platform isn't evaluated like a collaboration tool.

Buyers aren't just assessing features.

They're assessing trust.

Can the data stand up to scrutiny?

Will investors trust the reporting?

Can finance, legal and sustainability teams all get comfortable with the decision?

That's why climate tech often has more in common with fintech than SaaS.

Both operate in environments shaped by:
→ regulation
→ risk
→ compliance
→ credibility

The climate software companies gaining traction aren't necessarily the ones with the slickest growth hacks.

They're the ones building authority.

They're educating their markets.

They're becoming trusted voices before buyers ever enter procurement.

We explored why traditional SaaS growth playbooks often break down in climate tech — and what founders should do instead.

https://thirdhemisphere.agency/insights/why-climate-saas-companies-should-copy-fintech-not-saas

Do you think climate SaaS has more in common with fintech than traditional SaaS?

Most climate SaaS companies are following the wrong growth playbook.They're taking advice from traditional SaaS.The prob...
10/06/2026

Most climate SaaS companies are following the wrong growth playbook.

They're taking advice from traditional SaaS.

The problem?

Climate software isn't bought like traditional SaaS.

A carbon accounting platform isn't purchased like a project management tool. A climate risk platform isn't evaluated like a collaboration app.

Climate SaaS operates in a world of:

→ regulation
→ risk
→ investor scrutiny
→ procurement processes
→ long buying cycles

Buyers aren't just evaluating software.

They're evaluating confidence.

That's why climate tech often behaves more like fintech than SaaS.

Trust matters more.
Proof matters more.
Credibility matters more.

The companies winning in climate tech aren't necessarily the ones with the loudest marketing.

They're the ones educating buyers, building authority and creating trust long before a sales conversation begins.

We explored why traditional SaaS growth playbooks often break down in climate tech — and what founders should do instead.

https://thirdhemisphere.agency/insights/climate-saas-marketing

Does climate tech have more in common with fintech than SaaS when it comes to go-to-market?

Climate marketing hasn’t become weaker.It’s become more careful.And there’s a reason for that.Rising scrutiny, from regu...
04/06/2026

Climate marketing hasn’t become weaker.

It’s become more careful.

And there’s a reason for that.

Rising scrutiny, from regulators, investors, and increasingly informed audiences, has turned sustainability claims into high-risk territory.

The shift we’re seeing:
• Less broad ambition
• More evidence and substantiation
• More cautious, qualified language
• Greater focus on measurable progress

But here’s the challenge:

When communication becomes too cautious, it often becomes unclear.

And unclear messaging doesn’t build trust, it creates scepticism.

What audiences actually want:
• Clear, understandable language
• Evidence-backed claims
• Transparency around complexity
• Honest communication about what’s working, and what’s not

Because climate communication is no longer judged on how ambitious it sounds.

It’s judged on how believable it is.

The brands building trust today aren’t the most polished.

They’re the most precise.
The most transparent.
The most real.

In a more scrutinised environment, clarity is becoming the real competitive advantage.

Read more stories like this: https://thirdhemisphere.agency/insights

Storytelling isn’t the problem in climate marketing.Storytelling without substance is.For years, brands were told:👉 “Tel...
03/06/2026

Storytelling isn’t the problem in climate marketing.

Storytelling without substance is.

For years, brands were told:
👉 “Tell a better story.”

But in today’s environment, audiences are asking better questions:
• What actually changed?
• Can this be measured?
• Is there proof?

Because sustainability communication now operates in a space defined by scepticism, scrutiny, and rising expectations.

What builds trust today:
• Clear, specific communication
• Measurable evidence and progress
• Transparency around complexity and challenges
• Realistic, grounded messaging

Storytelling still matters, but only when it’s anchored in reality.

Because:

Emotion without evidence = scepticism
Evidence without clarity = disengagement

The brands earning trust right now aren’t the most polished.
They’re the most honest.
The most specific.
The most real.

In climate communication, credibility no longer comes from how the story sounds, but from whether people believe it.

Read more stories like this: https://thirdhemisphere.agency/insights

ESG isn’t dead.But the language around it is changing.Over the past year, many companies haven’t stopped doing sustainab...
28/05/2026

ESG isn’t dead.

But the language around it is changing.

Over the past year, many companies haven’t stopped doing sustainability work—they’ve just stopped calling it “ESG”.

Instead, you’ll hear:
• “energy transition”
• “resilience”
• “risk”
• “operational efficiency”
• “future readiness”

Same priorities. Different framing.

Because the term “ESG” has become politicised, overloaded, and increasingly distracting from the actual work.

At the same time, stakeholder expectations are shifting:
👉 Less focus on ambition
👉 More focus on proof

What audiences want now:
• Measurable outcomes
• Operational detail
• Clear evidence
• Transparency about trade-offs

And importantly, they’re getting better at spotting vague, overly polished messaging.

The result?

Sustainability communication is becoming more pragmatic, more precise, and more grounded in reality.

The companies cutting through today aren’t the ones using the “right” terminology.

They’re the ones explaining complex work clearly, without hiding behind jargon.

Because in a more sceptical environment, clarity is starting to outperform polish.

Read more stories like this: https://thirdhemisphere.agency/insights

The fossil fuel industry isn’t losing the PR war because it lacks money, access or technical arguments.It’s losing becau...
27/05/2026

The fossil fuel industry isn’t losing the PR war because it lacks money, access or technical arguments.

It’s losing because its opponents have found a better story.

David Pocock’s question, why does beer raise more tax than gas? It cuts through because it turns a complex policy issue into something almost everyone understands: fairness.

That is the communications lesson.

Facts matter. Policy detail matters. But they rarely win on their own.

Being technically right is not the same as being publicly understood.

And in public life, the better story gets the first and biggest hearing.

Read the full piece by Jeremy Liddle on Third Hemisphere Insights. (https://thirdhemisphere.agency/insights/gas-tax-debate-australia-communications-reputation-fossil-fuel-industry)

“Net zero” used to signal ambition.Now it often feels like corporate wallpaper.Visible everywhere.Meaning less.The issue...
26/05/2026

“Net zero” used to signal ambition.

Now it often feels like corporate wallpaper.
Visible everywhere.
Meaning less.

The issue isn’t climate action, it’s how we talk about it.

As sustainability language becomes more widespread, it’s also becoming more vague, more cautious, and more interchangeable. And audiences are starting to tune out.

What stakeholders are actually looking for now:
• Specific, measurable commitments
• Evidence and operational detail
• Honest acknowledgement of complexity
• Clear, human communication

Because credibility no longer comes from saying the right words—it comes from making those words mean something.

The brands standing out today aren’t the loudest.
They’re the clearest.
The most precise.
The most honest.

In a market where sustainability messaging is everywhere, clarity is what cuts through.

Read more stories like this: https://thirdhemisphere.agency/insights

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