Net Zero’s PR Problem—and How to Fix It!

In this week’s episode Imogen talks to Ruban Yogarajah, a Sustainability Partner at FGS Global - a stakeholder strategy firm helping companies and climate groups win support for the energy transition. They discuss why enthusiasm for "net zero" is declining, the messaging crisis that is undermining the clean energy transition and the need to rebuild public trust. 

00:00 - Introduction: The Net Zero PR problem 

02:01 - Who is Ruban and what does FGS Global do?

04:46 - What the UK public really thinks 

06:46 - Why "net zero" doesn't work as a term 

09:17 - Perception vs reality on climate costs 

11:35 - The messy middle: Transition economics 

14:25 - Reframing costs and making them tangible 

16:35 - Energy security as a winning message 

20:45 - Who should deliver these messages? 

23:02 - Learning from EVs and practical technology adoption 

27:05 - Local opportunities and green jobs 

30:25 - Rebranding and new language 

33:15 - Energy security vs fossil fuel myths 

37:10 - Fighting misinformation 

40:30 - Quick advice for different industries 

43:54 - Final thoughts

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