Everything Electric Podcast Net Zero's PR Problem—and How to Fix It!
Sep 22, 2025
In a captivating chat, Ruban Yogarajah, a Sustainability Partner at FGS Global, shares insights on the declining enthusiasm for 'net zero.' He reveals why the term fails to resonate and the importance of rebuilding public trust in climate messaging. Key topics include the economic gains of the energy transition, reframing costs to be more relatable, and the necessity of emphasizing energy security. Ruban discusses the need for diverse messengers and local job opportunities to enhance support for green initiatives, all while combating misinformation.
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Episode notes
Game Design Shows Loss Framing Fails
- A game developer found people avoid 'doing less' feedback, so games that show progress motivate behaviour more.
- Ruban uses this to explain why 'reducing' language around net zero feels like loss, not gain.
Politics Turns Good Policy Sour
- The UK public distrusts political branding; policies lose popularity if attributed to parties.
- Effective campaigns need many trusted messengers across fragmented media and audiences.
Hands-On Experience Beats Abstract Claims
- Half the public don't know EVs have much lower running costs and worry about charging availability.
- Normalising EVs through test drives and local, low-risk experiences accelerates adoption.
