Net Zero’s PR Problem—and How to Fix It!
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.
Timestamps
0:00 Introduction: The Net Zero PR problem
2:01 Who is Ruban and what does FGS Global do?
4:46 What the UK public really thinks
6:46 Why “net zero” doesn’t work as a term
9:17 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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