Positioning

To broaden appeal, companies may stretch their wings across both sides of the environmental divide by joining multiple industry trade groups.  In some cases, standing with a foot in opposing camps can complicate a company’s communications strategy, especially when it comes to heated issues. The cleantech sector finds itself at such a juncture in 2009 as it struggles to enlist allies in creating a clean energy economy—something that the unlikely alliance of climate scientists, government agencies, military analysts, environmentalists and forward-thinking business leaders are starting to reckon with.