How AXA's New Agency Could Reinvent Climate Communications

Getting a point across, in any walk of life, is a fine art.
But amid a discourse so fraught with scepticism, disagreements and stumbling blocks, it can be particularly hard to get everyone singing from the same hymn sheet when it comes to climate action.
Communicating climate change truly is half the battle.
Whether it's Greta Thunberg, Al Gore or Sir David Attenborough, it is clear that captivating communicators can change the game when it comes to the global pursuit of sustainability.
AXA Climate, the environmentally-focused branch of French insurance broker AXA, believes in this notion.
As such, it has announced that it is launching The Climate Studio, a dedicated creative agency aimed at accelerating the ecological transition through strategic communications.
This initiative is just the latest addition to AXA Climate’s portfolio of services, which already includes consulting, SaaS tools, insurance and training services tailored to climate adaptation.
As industries worldwide face mounting pressure to transition towards sustainable practices, effective communication has become a critical component of this shift.
The Climate Studio is designed to help organisations develop brand strategies, design impactful campaigns and engage both internal and external audiences on climate issues.
AXA hopes that it will support businesses in raising awareness, clarifying complex topics and inspiring tangible action.
Bridging science and creativity
The launch of Climate Studio comes at a time when corporate sustainability messaging is increasingly scrutinised.
Many businesses struggle to communicate their environmental strategies without falling into the traps of greenwashing or overly technical language.
By combining scientific expertise with creative strategy, AXA Climate aims to address this challenge.
Claire Bayet, Director of Climate Studio, emphasises the need for more effective climate communication.
“Communication around ecological issues is often too cautious, complex or simply misleading,” she says.
Yet, without creative and credible communication the transition won't happen. That's why we launched Climate Studio, combining AXA Climate's scientific rigour with creative strategy.”
Claire brings some significant experience to the role, having spent a decade working with leading French agencies such as BETC and Publicis Conseil.
During her tenure at BETC, she specialised in climate and inclusion issues, playing a key role in training creative teams and supporting public interest initiatives.
The power of storytelling in climate action
Experts from the world of science, media and business all agree that communication is one of our strongest tools in the fight against climate crisis.
When it comes to messaging, Kevin Dunckley, CSO at HH Global, believes in brevity and clarity.
“When you’re talking about sustainability, if you can’t explain it to someone in a bar in 60 seconds, it’s too complicated,” he says.
For Karen Pflug, CSO of IKEA's Ingka Group, the most important things are transparency and solidarity. "We must inspire people to act," she says.
"We have an opportunity — through compelling storytelling and transparent communication — to build a movement around climate action, encouraging others to join us in tackling the crisis.
"Let’s use our voices — whether as individuals, businesses or organisations — to share solutions, highlight positive stories and bring others along to amplify collective impact."
Media organisations understand the power of communication better than anyone.
At the BBC, sustainability forms a big part of content strategies going forwards.
“There’s never been a more important moment for creative people to come together and share ideas about how we can authentically engage with climate change and nature in our storytelling,” says Charlotte Moore, Chief Content Officer at the BBC.
“I believe together we have an opportunity to enrich our content and play our role in looking after the planet we all call home.”
AXA Climate's suite of sustainability services
The Climate Studio isn't the only innovation to come from AXA Climate in recent memory.
The French insurer also launched The Climate School in 2021, a digital learning programme which aims to teach companies and their employees about the benefits of sustainability.
“By providing short, scientifically sound and actionable lessons, our new Sustainable Procurement course empowers corporate buyers to make unique and meaningful contributions to their organisation’s sustainability strategy,” said Celli Lloyd, UK Country Launcher, AXA Climate, when The Climate School first came to Britain.
“It is our hope that as more buyers and other procurement professionals come to view their role as an opportunity to transform their own company’s sourcing practices, it will have a ripple effect across entire supply chains.”
The Climate Studio's future prospects
For businesses in manufacturing and other high-emission industries, the challenge of communicating sustainability efforts in a credible way has never been greater.
Consumer demand for transparency is rising while regulatory pressures continue to tighten.
The Climate Studio’s mission aligns with this evolving landscape, aiming to help organisations navigate these complexities with scientifically grounded yet engaging narratives.
AXA Climate’s broader expertise spans sectors including agribusiness, industry, finance and the public sector.
The company offers parametric insurance products, consulting services and over 40 hours of online training on climate-related topics.
By integrating Climate Studio into its existing suite of services, AXA Climate is positioning itself as a holistic partner for organisations undertaking the transition towards sustainability.
Whether Climate Studio will deliver on its ambitious goals remains to be seen, but its launch signals a recognition that climate action requires more than just data and policy — it also demands compelling storytelling.
As companies face growing expectations to demonstrate meaningful progress on sustainability, the success of initiatives like Climate Studio will depend on their ability to cut through the noise and drive real engagement.
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