Climate Insights: ‘Involving the public in achieving net zero’

In April, I attended ‘Involving the public in achieving net zero’, the first event of the Collaborative Democracy Network’s 2025 series, where Kerry McCarthy MP, Minister for Climate, discussed the Department of Energy Security and Net Zero’s emerging Net Zero Public Participation Strategy. 

A varied and passionate panel and expert audience, tackled how the government might overcome the barriers, and unlock the opportunities in engaging citizens in the transition to net zero. 

Although it wasn’t the event’s focus, I was particularly interested to reflect for Empower’s clients on how digital communications might play a role.

The Panel:

• Matt Scarff, Managing Director, BAFTA Albert
• Rachael Orr, Chief Executive, Climate Outreach
• Sarah Allan, public engagement specialist
• (Chair) Miriam Levin, Director of Participatory Programmes, Demos

The Trust Challenge

A recurring theme throughout the event was trust. 

McCarthy acknowledged the cross-party climate consensus of recent history has fallen away, and become more contested nationally, as well as globally.

It’s not climate denial, but denial of the case to take action now, that the cost is too great – McCarthy noted.

Along with wider weakening trust in democratic institutions, public overwhelm across a range of topics, and a global lean to populism, the re-building of trust is a crucial foundation to collective climate action. 

Looking to our increasingly fragmented digital media environment, this shifting landscape demands more sophisticated, empathetic and authentic communication approaches to build that trust.

Beyond the Technocratic Language

It was a treat to hear from the inspiring Rachel Orr, Chief Executive of Climate Outreach, who cut through early with a central semantic point: “‘net zero’ is a technocratic term that means nothing to most people.” 

Orr went on to speak to a theme that ran through the evening and is a fundamental challenge in climate communications – bridging the gap between policy jargon and everyday concerns.

Orr emphasised that effective climate messaging needs to “keep reminding people about the why” – clean air, less asthma, nature enjoyed by future generations. 

While not denying we face sacrifices, Orr stressed the importance of framing the transition’s benefits too, painting a picture of “the better lives that we’re trying to build today, or striving for in the future.”

For digital marketers and communicators, this presents both a challenge and an opportunity. How can we craft messages that resonate across diverse digital channels and audience-realities using this positive, benefit-focused framing?

The Power of Storytelling and Hope

Matt Scarff from BAFTA Albert offered practical insights about content creation, emphasising that climate content needs to be “authentic, manageable, and palatable.” He cautioned against fear-based messaging, “If you terrify people, they won’t engage.”

Scarff’s approach of incorporating subtle climate-positive elements into mainstream entertainment, for example EV charge points in the backdrop of Emmerdale, offers lessons for digital content creators. 

This “stealth” approach to climate messaging might be particularly effective in digital spaces where attention is limited and resistance to overt messaging high.

Throughout the discussion, the importance of hope and positive messaging emerged as a critical theme. As McCarthy emphasised, there’s a “danger of negative, danger messaging” that can paralyse rather than mobilise. 

Orr reinforced this, stressing that communications should focus on “progress and possibility” – “If people don’t think change is possible, why would they lean in to what we all want to do?” Scarff summed up simply the “need to be an optimist.” 

This emphasis on hope and positive storytelling offers valuable guidance for digital content strategies.

Place-Based Storytelling and Building Shared Stories

Another compelling idea was the power of place-based storytelling, as a route into a sense of ownership and shared narrative. 

McCarthy and Orr both emphasised how connecting climate action to people’s local environments – their neighborhoods, parks, and gardens – could drive engagement.

“People like feeling part of things,” Orr noted, suggesting that effective communications should help people see how their individual actions connect to a larger local or national narrative. 

Without this the feeling can be one of isolation and ultimately diminished motivation:  “I feel like I do my bit, but what is it part of?”

This insight has significant implications for digital community building. How might we leverage digital platforms to help people see their local climate actions as part of a coherent national movement? How can digital tools help to capture and elevate place-based stories?

Listening and Public Engagement Practices

A significant portion of the discussion focused on innovative public engagement methods. 

Sarah Allan highlighted how citizens panels have been used by the Climate Committee to establish carbon budgets, noting the benefit of hearing beyond the loudest voices, and uncovering the common ground. 

She described various approaches being used worldwide, from semi-permanent mini-deliberatives to ‘legislative theatre’ that can equalise power dynamics. (I’d recommend following Sarah on LinkedIn to learn more about this fascinating area.)

These offline engagement practices offer important lessons for digital participation. How might we design online spaces that, like citizens panels

Screenshot at, allow diverse groups to share, learn about issues, weigh them up, and reach shared conclusions? 

The challenge for digital engagement is creating environments where genuine, attentive listening can happen despite the platform incentives that often reward the loudest, most provocative voices.

Trusted Messengers in the Digital Age

The panel also discussed the crucial role of trusted messengers. Orr posed important questions: “Who are our messengers? How are we helping them have these conversations confidently?”

 A great example came up following an audience question, about electricians going into people’s homes as trusted advisors on heat pumps. Or Lorraine Kelly on smart meters, or as mentioned, EVs on Emmerdale. 

People assess messengers based on empathy, authenticity, and engagement with their lives, and this is where trust builds from.

In our digital landscape, where trust is fragmented along with media consumption, identifying and empowering credible voices becomes even more complex. The traditional gatekeepers have been replaced by a multitude of influencers, community leaders, and peer networks. 

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As the government develops its Net Zero Public Participation Strategy, integrating these insights into a cohesive approach spanning both online and offline channels will be essential. 

The challenge lies not just in crafting hopeful, positive messages, but in creating spaces for genuine listening and dialogue across our fractured media ecosystem to build the broad-based support necessary for this historic transition.

Thanks so much again to the panel and organisers, great food for thought as we work with our clients this year. 

Relevant reading: 

Empower – Your trusted partner for high impact climate communications

Capturing compelling video content for The Climate Pledge at COP28 – Empower Agency 

How to effectively communicate about climate change and sustainability

Building a digital strategy with a difference for Business for Nature