Everything Electric Podcast Net Zero’s PR Problem—and How to Fix It!
Sep 22, 2025
In a captivating chat, Ruban Yogarajah, a Sustainability Partner at FGS Global, shares insights on the declining enthusiasm for 'net zero.' He reveals why the term fails to resonate and the importance of rebuilding public trust in climate messaging. Key topics include the economic gains of the energy transition, reframing costs to be more relatable, and the necessity of emphasizing energy security. Ruban discusses the need for diverse messengers and local job opportunities to enhance support for green initiatives, all while combating misinformation.
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Net Zero Is A Poor Framing
- People support what they understand, and 'net zero' is widely misunderstood and weaponized.
- The term starts on the back foot by defining policy in the negative rather than describing benefits.
Game Design Shows Loss Framing Fails
- A game developer found people avoid 'doing less' feedback, so games that show progress motivate behaviour more.
- Ruban uses this to explain why 'reducing' language around net zero feels like loss, not gain.
Support Exists But Cost Perceptions Bite
- Public acceptance of climate science in the UK remains strong but support doesn't translate into willingness to pay.
- People overestimate transition costs and underestimate the present costs of climate impacts.
