The Return on Responsibility

The guide argues that businesses can avoid political polarization by framing climate action as a 'material' business necessity rather than a 'moral' obligation. Based on research with nearly 15,000 respondents, it finds that while moral messaging can increase favorability, it also increases unfavorability among skeptics. In contrast, framing climate action through risk management, clean energy opportunity, and the concept of 'responsible business' drives favorability without triggering backlash. The document specifically recommends replacing jargon like 'ESG' with 'responsible business' and 'climate change risk' with 'climate risk' to improve resonance with diverse audiences, including U.S. Republicans.

• Framing climate action around financial materiality—focusing on risks and opportunities—is more effective for businesses than moral framing because it increases favorability without increasing unfavorability among skeptics.
• There is broad global and U.S. support for corporate climate action; 8 out of 10 consumers across six countries view climate as a moderate or serious problem, and a majority of consumers are more likely to buy from or work for companies that reduce carbon pollution or invest in clean energy.
• U.S. retail investors generally support climate-related financial evaluations, with every pro-climate action tested having more supporters than opponents, including a 5:3 favorability ratio among Republican investors.
• The term 'responsible business' is more effective than 'ESG' or 'sustainable' in the U.S. because it is familiar, lacks strong political affiliation, and is associated with financial success by 8 out of 10 consumers across six markets.
• Climate risk is perceived as a significant financial threat across industries; 7 in 10 consumers agree businesses face significant climate-related risks, and 60% of U.S. investors agree climate change causes damage that can hurt financial performance.
• Clean energy is viewed as a major economic opportunity; more than two-thirds of U.S. retail investors expect clean energy to outperform the market over the next year and the next ten years.
• Simplifying language and removing jargon improves message resonance; for example, replacing 'climate change risk' with 'climate risk' increased investor agreement on its importance from 42% to 52%.

APA

We Mean Business Coalition (2024). The Return on Responsibility. https://www.wemeanbusinesscoalition.org/wp-content/uploads/2025/02/The-Return-on-Responsibility_PEC_WMBC_guide.pdf

Chicago

We Mean Business Coalition. The Return on Responsibility. 2024. https://www.wemeanbusinesscoalition.org/wp-content/uploads/2025/02/The-Return-on-Responsibility_PEC_WMBC_guide.pdf.

Wikipedia

{{cite report |author=We Mean Business Coalition |title=The Return on Responsibility |date=September 2024 |url=https://www.wemeanbusinesscoalition.org/wp-content/uploads/2025/02/The-Return-on-Responsibility_PEC_WMBC_guide.pdf |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{wemeanbusinesscoalition2024return, author = {{We Mean Business Coalition}}, title = {{The Return on Responsibility}}, institution = {We Mean Business Coalition}, year = {2024}, month = sep, url = {https://www.wemeanbusinesscoalition.org/wp-content/uploads/2025/02/The-Return-on-Responsibility_PEC_WMBC_guide.pdf}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }