How Companies Tell Climate Stories: Lessons from New Belgium, Allbirds, and Microsoft

Climate action requires more than technology, policy, and capital. It also requires communication.

In this special curated episode of Climate Rising, we revisit three past conversations to explore how companies communicate about climate change to different audiences.

The episode features excerpts from Mike Toffel’s conversations with leaders of New Belgium Brewing, Allbirds, and Microsoft that illustrate

distinct approaches to climate storytelling. New Belgium used products and campaigns to engage consumers directly. Allbirds embedded sustainability into product design and customer experience. Microsoft focused internally, translating climate ambition into governance structures and decision-making processes.

Taken together, these leaders highlight how climate communication can influence customers, employees, policymakers, and business leaders—and why storytelling remains an essential part of accelerating climate

action.