Net-Zero: How should governments communicate about it?

The guide argues that public understanding of net-zero is currently limited and that governments must adopt evidence-based, tangible, and inclusive communication strategies to mobilize society. It recommends avoiding technical jargon, using positive imagery, and focusing on local realities and immediate actions to build public confidence and support for climate targets.

• Public awareness of net-zero is low; for instance, a March 2020 study in the United Kingdom found that 64% of respondents had never heard of the concept.
• Effective government communication should prioritize tangible, present-focused language and inclusive pronouns like 'we' and 'us' to frame net-zero as a collective effort rather than just a future target.
• Governments should use positive imagery—such as renewable energy infrastructure and people taking action—rather than problem-focused images of environmental damage, as this resonates better with hesitant audiences.
• To maintain public interest, communication strategies must avoid long, technical descriptions and a heavy focus on international obligations, focusing instead on local realities and the direct societal benefits of net-zero, such as improved air quality and health.
• Several countries have already implemented engagement tools, such as New Zealand's Crown–Māori partnerships under the Zero Carbon Amendment Bill and Scotland's Net-Zero Scotland web portal.

APA

Barras,, K. (2021). Net-Zero: How should governments communicate about it? International Institute for Sustainable Development. https://www.iisd.org/articles/how-governments-communicate-net-zero

Chicago

Barras,, Kory. Net-Zero: How should governments communicate about it? International Institute for Sustainable Development, 2021. https://www.iisd.org/articles/how-governments-communicate-net-zero.

Wikipedia

{{cite report |last1=Barras, |first1=Kory |title=Net-Zero: How should governments communicate about it? |publisher=International Institute for Sustainable Development |date=2 June 2021 |url=https://www.iisd.org/articles/how-governments-communicate-net-zero |access-date=17 August 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{barras2021netzero, author = {Barras,, Kory}, title = {{Net-Zero: How should governments communicate about it?}}, institution = {International Institute for Sustainable Development}, year = {2021}, month = jun, url = {https://www.iisd.org/articles/how-governments-communicate-net-zero}, urldate = {2026-08-17}, note = {Indexed by Climate Insights Directory} }