Net-zero jargon is confusing says Nottingham academic
Despite a renewed focus on the environment following the King’s Speech, widespread confusion on how to reach net zero persists, with findings indicating the term ‘net zero’ is the problem.
Major new research, commissioned by Cadent and supported by the University of Nottingham’s Professor Alexa Spence, found the majority of Brits think messaging around sustainable energy is confusing and 2 in 3 don’t know what actions to take to meet the UK’s net zero target.
With the newly-formed UK government confirming it recognises the urgency of the global climate challenge, the report raises an important question about whether the terminology used is unhelpful in driving change amongst the British public.
A Professor in the School of Psychology, Alexa Spence says a greater focus on positive sustainability messaging may help encourage energy efficient behaviour – a notable shift away from inciting negative emotions, such as fear or guilt, as a means of motivating people to act.
While the report shows 64% of UK households are prepared to make changes, these are driven from a cost-saving perspective and the majority of actions being taken are low-impact such as recycling (72%) and reducing food waste (65%).
Professor Alexa Spence, University of Nottingham, commented: “Of course it’s important that sustainability approaches consider individual circumstances and address cost barriers to ensure inclusivity but this research indicates clearer messaging is also necessary to create lasting change.
“The term ‘net zero’ is simply too broad, too vague and doesn’t unite us as members of the public. There is a great deal of literature that suggests negative emotions encourage people to act but interestingly, this contradicts a trend in education that shows a positive focus has a longer-lasting influence on behaviour.
“We need to rethink the net zero narrative and at its heart, remember its purpose is to create a better life for everybody. This will encourage us to see sustainability as a brighter future we can all relate to or feel good about.”
Mark Belmega, Director of Social Purpose and Sustainability at Cadent, said: “The report’s findings are clear – financial support is vital and we have long been advocating for better support for our customers, particularly those on low incomes, to bring them on the journey towards net zero with us.
“However, collectively we should be questioning why the term ‘net zero’ is proving unhelpful when it comes to creating sustainable change. Simply promoting the phrase isn’t enough. We need to be going much further with supporting British people about the crucial role they have to play to help decarbonise industries such as ours, and highlight the positive impacts that they can have.
“It remains crunch time for the UK if we are to meet the ambitious targets that have been set and strong leadership, collaboration and a powerful strategy are all desperately needed – with government and businesses having a critical role to play to ensure a successful energy transition.”
View the full report here: Net Zero report – Cadent Gas Ltd
