For the last four years, John Marshall and the team at Potential Energy Coalition have been testing more than 3 billion ads in 20 countries to determine what messages are the most effective at inspiring climate action. In this conversation, we discuss what it really takes to motivate someone to support climate policies, which policies are more popular than others, what principles of climate communication everyone can learn, and why clean energy jobs aren't always appealing.

John Marshall is the founder and CEO of Potential Energy Coalition, a global, nonprofit marketing firm that's creating demand for climate solutions. The latest report is Later is Too Late - A comprehensive analysis of the messaging that accelerates climate action in the G20 and beyond.

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