Net-Zero: How should governments communicate about it?

This guide from the International Institute for Sustainable Development outlines strategies for governments to communicate the concept of net-zero emissions to the public to increase support for climate policies. It emphasizes moving away from technical, future-oriented descriptions toward tangible, local, and inclusive messaging supported by positive imagery.

• There is a significant gap in public understanding of net-zero, which hinders support for climate policies. A March 2020 study in the United Kingdom found that 64% of respondents had never heard of the concept.
• Net-zero is defined as a sustainable balance where the amount of greenhouse gases produced is equal to the amount removed from the atmosphere, such as through carbon capture technology or trees. Achieving this balance is necessary to limit global warming to 1.5°C as per the Paris Agreement.
• While over 100 countries have joined an alliance to reach net-zero by mid-century—including Canada, Japan, South Korea, and the United Kingdom—few have developed robust strategies for citizen engagement. Some examples of engagement include New Zealand's Crown–Māori partnerships under the Zero Carbon Amendment Bill and Scotland's Net-Zero Scotland web portal.
• Governments should adopt specific communication best practices to increase public acceptance: grounding net-zero in the 'here and now' using inclusive pronouns, focusing on a small number of tangible actions and direct societal benefits (such as better air quality), and avoiding long technical descriptions in favor of local realities.
• Effective communication should utilize positive imagery and tailored messaging. Research indicates that visuals of renewable energy infrastructure, clean air, and people taking action (like planting trees) resonate better than problem-focused imagery of environmental damage.

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} }