Brand strategy
Brand foundation
We understand the big picture
Normative is scientific, but understandable.
We are comfortable in the world of science and we don’t avoid using scientific terms, but we explain them instead of assuming readers will understand. We are honest about what we know and don’t know.
We are comfortable in the world of science and we don’t avoid using scientific terms, but we explain them instead of assuming readers will understand. We are honest about what we know and don’t know.
We dare to speak the truth
Normative is visionary, but humble.
We talk about what we’re good at, but we avoid talking negatively about companies that aren’t perfect. We understand that every company faces challenges to reaching net zero, and we believe we can help them get there.
We talk about what we’re good at, but we avoid talking negatively about companies that aren’t perfect. We understand that every company faces challenges to reaching net zero, and we believe we can help them get there.
You can trust our framework
Normative is established, but still a challenger.
We were the first in our field and have the most experience of anyone, but we are still innovating in our quest to change the norm.
We were the first in our field and have the most experience of anyone, but we are still innovating in our quest to change the norm.
We are looking forward to the future
Normative is positive, but realistic.
We aren’t naïve, and we understand that the world is facing an existential crisis due to climate change. However, we highlight solutions instead of problems.
We aren’t naïve, and we understand that the world is facing an existential crisis due to climate change. However, we highlight solutions instead of problems.
Core narrative
To slow climate change and prevent extreme suffering, we need to reduce carbon emissions to global net zero. And to reduce carbon emissions, we need to know where they come from.
Normative helps companies measure their full carbon footprint, including scope 3 value chain emissions. Our carbon specialists use this data to create tailored reduction plans to minimize emissions – and climate investment strategies to compensate the emissions that can’t be reduced.
By engaging companies in the race to net zero emissions, Normative contributes to making the planet livable for future generations.
Tone of voice
Normative aims to communicate in a scientific and trustworthy way while remaining positive and visionary.
For example, we avoid this:
- “Carbon emissions are bad, and getting worse. The world is basically screwed.”
Instead, we would say:
- “The latest IPCC report showed that, while some countries did achieve reductions in carbon emissions, global emissions continue to rise. Though we are not currently on track to meet the Paris Agreement’s carbon emissions targets, these targets are not yet out of reach – and you can contribute by…”
We communicate this way because we believe it’s the best way to achieve our goal: bringing as many businesses as possible into the race to net zero emissions.
By grounding our communication in science and data, we will earn the trust of the businesses we speak to.
We focus on the ways to improve, rather than things that have gone wrong, to offer a positive and visionary way to improve for the future.