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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.