In this week's episode Imogen talks to Ruban Yogarajah, a Sustainability Partner at FGS Global - a stakeholder strategy firm helping companies and climate groups win support for the energy transition. They discuss why enthusiasm for "net zero" is declining, the messaging crisis that is undermining the clean energy transition and the need to rebuild public trust.

00:00 - Introduction: The Net Zero PR problem

02:01 - Who is Ruban and what does FGS Global do?

04:46 - What the UK public really thinks

06:46 - Why "net zero" doesn't work as a term

09:17 - Perception vs reality on climate costs

11:35 - The messy middle: Transition economics

14:25 - Reframing costs and making them tangible

16:35 - Energy security as a winning message

20:45 - Who should deliver these messages?

23:02 - Learning from EVs and practical technology adoption

27:05 - Local opportunities and green jobs

30:25 - Rebranding and new language

33:15 - Energy security vs fossil fuel myths

37:10 - Fighting misinformation

40:30 - Quick advice for different industries

43:54 - Final thoughts

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