Stand.earth: The Art of Local Climate Messaging (or, How to Save the World, One Gas Station at a Time)

We’ve all heard that if you want to save the planet, you should start by reducing your own carbon footprint. But apparently, if you’re Stand.earth, you don’t just cut down on your gas station runs; you rally entire cities to stop building the things altogether. Stand.earth, a climate organization with a talent for persuasion, managed to get towns across the U.S. to ban new gas stations and rein in fossil fuels. The secret sauce here wasn’t just a list of policies—it was how they framed those policies. And by “frame,” I mean they painted each town with such a compelling story that even the most climate-agnostic mayor might have considered solar panels.

Step 1: Make It Sound Like They Already Care

Most people think about climate change as something abstract: icebergs melting, penguins looking stressed. But Stand.earth didn’t bother with that. They didn’t even mention penguins. Instead, they looked people dead in the eyes and said, “Wouldn’t you like your children to breathe?” Or, “Don’t you think your town deserves air that doesn’t feel like the inside of an airport?” They took a complex, far-off problem and turned it into an everyday concern—air quality, clean streets, and a livable future.

Takeaway: If you want people to care, make it personal. Show them the issue lives right in their backyard, between the local diner and the elementary school.

Step 2: Dreams Are Nice, But Plans Are Better

People love a lofty goal, but no one loves it more than politicians who’ll never actually implement it. Stand.earth knew better. They didn’t arrive with glittering promises or esoteric ideas; they showed up with a to-do list. “Want to cut back on fossil fuels? Here’s a policy. Want to look like the hero of clean energy? Sign here.” This way, no one felt like they were signing up for a lost cause. Instead, they were taking a step in the right direction, with a map in hand.

Takeaway: Dream big but show your work. People are more likely to jump in if they know they’re not wading into a bottomless pit of idealism.

Step 3: The Old ‘One Win Begets Another’ Trick

Once Stand.earth scored a victory in one city, they didn’t just move on like some environmental Johnny Appleseed. No, they turned that success into a case study, a trophy of sorts, parading it around to inspire other cities. They’d show up somewhere new, wave a poster board reading, “They did it, why can’t you?” and, before you knew it, the town council was debating bike lanes.

Takeaway: Every small win is a publicity stunt waiting to happen. Milk each one for all it’s worth and let peer pressure do its magic.

Step 4: Give the People Their Moment

This wasn’t just about passing a policy—it was about making folks feel they were on the frontlines of something bigger than parking restrictions. Stand.earth gave the power to the people. They empowered community members to speak, to rally, to believe they were part of a movement. And you know what? It worked. People rallied because they felt ownership of the cause, as if they were co-authors in this grand environmental story.

Takeaway: Don’t hoard the spotlight. Let people feel like they’re part of the magic, and they’ll be the loudest champions.

Step 5: Tie It Back to the Almighty Dollar

Stand.earth didn’t just make a moral case; they made a business case. Cleaner air, they argued, would mean lower healthcare costs. Renewable energy jobs would boost the economy. And of course, the idea of saving money on long-term expenses didn’t sound too bad to city officials either. They showed that going green wasn’t just for tree-huggers but for anyone who liked keeping a bit of green in their pockets.

Takeaway: Morals are great, but money talks. Show them the dollars, and you’ll see nodding heads.

Step 6: Paint a Picture of Health and Happiness

At the end of the day, what Stand.earth was selling wasn’t just climate policy; it was quality of life. Fewer gas stations, they argued, meant less smog, fewer health problems, a nicer place to live. They didn’t just preach about carbon emissions—they talked about the joy of walking down a street that didn’t smell like an oil refinery.

Takeaway: People might not know about ppm (parts per million), but they know when their air smells weird. Make it real, make it about everyday life, and you’ll win hearts.

Step 7: The Consistency Move

In every town, Stand.earth had the same message. They didn’t reinvent the wheel in every city. Instead, they kept the core message consistent: local policies create global change. They made each town feel like part of a bigger, unstoppable movement.

Takeaway: Don’t dilute your message. Let every town feel like they’re part of something epic, and the movement will keep growing.

The Big Takeaway

Stand.earth didn’t just pass a few local policies; they made climate action contagious. They created a formula where each town felt like it mattered and made their policies feel like common sense rather than far-off ideals.

So, what’s your takeaway? If you’re trying to get people on board with a big idea, make it local, make it real, and for heaven’s sake, make it about them.

Ready to start a movement of your own? Let’s chat. Book a Fit Call to see if we’re a match for building something that sticks. Or, sign up for my newsletter for more insights on creating real change.