How marketers can communicate net zero claims to regain consumer trust

The document argues that terms like "net zero" and "carbon neutral" are often meaningless to consumers and prone to greenwashing, particularly when they rely on offsets or distant targets. It advises marketers to prioritize immediate emissions cuts over long-term goals and to use plain, truthful language to maintain consumer trust.

• Common climate claims such as "net zero" and "carbon neutral" are often viewed as meaningless by consumers and are susceptible to greenwashing, especially when companies use non-existent carbon removal technologies or offset plans to avoid actual emissions reductions.
• Long-term targets, such as 2050 goals, can allow polluters to avoid current responsibility; credible net zero strategies require emissions to peak by 2030 and include short-term targets.
• Marketers should avoid vague terminology like "ambition," "vision," and "goal," and instead promote immediate actions measured in months and years rather than decades.
• The guide recommends that marketers use plain language, avoid implying that certifications eliminate environmental impact, and follow the examples of transparent brands such as Patagonia and Seventh Generation.

APA

Smith, A. D., Jurist-Schoen, H., & Meisel, D. (2024). How marketers can communicate net zero claims to regain consumer trust. Project Drawdown. https://drawdown.org/insights/how-marketers-can-communicate-net-zero-claims-to-regain-consumer-trust

Chicago

Smith, Amanda D., Hannah Jurist-Schoen, and Duncan Meisel. How marketers can communicate net zero claims to regain consumer trust. Project Drawdown, 2024. https://drawdown.org/insights/how-marketers-can-communicate-net-zero-claims-to-regain-consumer-trust.

Wikipedia

{{cite report |last1=Smith |first1=Amanda D. |last2=Jurist-Schoen |first2=Hannah |last3=Meisel |first3=Duncan |title=How marketers can communicate net zero claims to regain consumer trust |publisher=Project Drawdown |date=25 November 2024 |url=https://drawdown.org/insights/how-marketers-can-communicate-net-zero-claims-to-regain-consumer-trust |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{smith2024how, author = {Smith, Amanda D. and Jurist-Schoen, Hannah and Meisel, Duncan}, title = {{How marketers can communicate net zero claims to regain consumer trust}}, institution = {Project Drawdown}, year = {2024}, month = nov, url = {https://drawdown.org/insights/how-marketers-can-communicate-net-zero-claims-to-regain-consumer-trust}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }