Talking about... net zero

Three do’s and a don’t for communicators

Do emphasise that we want to unlock a decent future for our country and communities, not that we want to ‘secure net zero.’ We need to talk much more about the better future we’re trying to create.
Do relate it to people’s lives and highlight tangible benefits. Focus on what net zero means in concrete terms — whether it’s cleaner air, warmer homes, good jobs, better health and wellbeing.
Do be clear that we can be proud of what’s being done: from clean energy to protecting nature and wildlife, we’re already on the case.
Don’t attempt to ‘defend’ net zero by using statistics and appealing to scientific authority.

Messaging

Example message:

“We need climate policies that benefit people’s health and happiness, while improving our local areas, livelihoods and nature. Net zero is all about win-win changes right now that also build towards a sustainable future for our children and grandchildren.”

Think about how you could adapt this message if you’re talking to specific segments, scroll down for tips to get you started.

Progressive Activists

Two tips for talking with Progressive Activists:

Progressive Activists care deeply about this issue and feel it should be a priority. They understand net zero and overwhelmingly think it will be a good thing for the UK. But they struggle to believe we’re doing enough and that governments will act sufficiently.
Talk about how governments can show moral and political leadership on net zero. Show progress that’s already happening but also how this progress can be ramped up with ‘win-win’ climate policies that benefit everyone’s lives.

Incrementalist Left

Two tips for talking with Incrementalist Left:

Incrementalist Lefts care deeply about this issue. They are much more likely to believe net zero will be good for the UK than bad. They favour improving the status quo over radical change and are already getting on with action in their communities.
Celebrate the tangible actions communities are already taking towards net zero, to protect our environment – like, planting trees, leaving the car at home and coming together to create change.

Established Liberals

Two tips for talking with Established Liberals:

Established Liberals are concerned about climate change and support moving fast with ambitious leadership on climate change. They think net zero will be good for the UK. They are fairly optimistic about the future and are proud of Britain’s role as a global leader.
Emphasise the innovative ways Britain is already leading the way on net zero, to protect the planet we love and depend on. Bring to life the positive future this will create by showing what’s to be gained from sustained political leadership and action.

Sceptical Scrollers

Two tips for talking with Sceptical Scrollers:

Sceptical Scrollers know climate change is happening and are concerned, but they approach life with more scepticism generally. They are unsure whether net zero will be good or bad for the UK. They want leaders who stick to their principles and promises, and are up for radical change to address society’s big problems, especially at a local level.
Talk about how net zero means protecting our environment and improving our local areas. Emphasise how promises and goals have already been set on net zero, and that sticking to them will bring more benefits to local communities than moving off course.

Rooted Patriots

Two tips for talking with Rooted Patriots:

Rooted Patriots want ambitious action on climate change, with a focus on what’s local and fair, rather than what’s happening globally. They are proud of Britain and its past and want a sensible, measured approach to change. They are more than twice as likely to think net zero will be good than bad for the UK.
Show that net zero means protecting our cherished places and livelihoods, and that Rooted Patriots are on board with this change. Focus on benefits to individuals and local communities, and how we can protect the future for our children and grandchildren.

Traditional Conservatives

Two tips for talking with Traditional Conservatives:

Traditional Conservatives place high importance on respecting our environment, but are less sold on net zero which they associate with a loss of freedom. They prefer gradual, incremental change that retains the way of life they cherish.
Talk about protecting our environment and British way of life. Show that reaching net zero is really a way to safeguard and respect the things we hold dear, including our natural world and British farming livelihoods. Bring to life what this looks like in local areas and how this will ensure a secure future for our children and grandchildren.

Dissenting Disruptors

Two tips for talking with Dissenting Disruptors:

Dissenting Disruptors think climate change is an important issue, but they have strong fairness concerns when it comes to net zero, and don’t trust that leaders will take ordinary people into account. They feel very disconnected from society and frustrated with the status quo.
Show that net zero can help improve the health and happiness of British people and support British industries. Give voice to ordinary people and communities that are benefitting from better jobs and infrastructure.