The need to accelerate progress on climate change has never been more urgent, and yet strong headwinds over the past year have delivered a clear moment of risk to the transition, as the political landscape in the UK and internationally has shifted, writes Amanda Williams, head of environmental sustainability, CIOB
This, in turn, brought into sharp focus the need to question the language and narrative we use around climate action, which emerged as a prominent theme at our most recent CIOB Sustainable Development Goals roundtable for construction leaders.
We were joined by Copper Consultancy, which launched its Winning Back the Net Zero Narrative report last year. They recognised climate action is increasingly politicised and misunderstood and highlighted that public understanding of net zero is low.
The report showed we are losing public support, while other concerns such as the cost-of-living crisis understandably take centre stage. Some 53% of people in the UK don’t understand what “net zero” means, so why would they get behind it?
Something Dr Pawas Bisht from Keele University’s Institute of Sustainable Future noted in his foreword to the report really struck me.
He said: “In a context of economic stagnation, as cost-of-living concerns occupy public attention, cultural battle lines have been drawn around net zero, framing it as something unachievable, unnecessary and even undesirable – something actively opposed to the interests of the general public.
“This narrative is both false and deeply dangerous, and we need to find ways of countering this storytelling and putting forward a new, more relatable, more hopeful narrative that can resonate with, and be understood by communities.”
Copper Consultancy recommended we focus on local benefits to make climate action tangible, proactively engage those with limited understanding or concerns, prioritise social value and make the wider societal benefits clear. These aims, coupled with grounding engagement in local realities and rebuilding trust between developers and communities, were all well-received by construction leaders at our event.
I am regularly approached by CIOB members keen to maintain and accelerate progress in the built environment but concerned about the weaponisation of the term “net zero”; asking how we can better position the benefits of sustainability in a changing political landscape so that we tell compelling stories to inspire action and support, and continue to make the case for change.
Others reach out to share how they are changing the way they talk about the climate crisis to focus more on the social and community benefits of projects that support the transition.
When Climate Outreach launched the Britain Talks Climate & Nature report late last year, examining how the British public think and feel about climate and nature and the implications of this for policy and communication, they highlighted three powerful messages.
These were that people care deeply about nature and want to protect the environment but trust in British society, politics and government is collapsing, and climate action has an image problem which can and must be resolved. This really resonated with me.
What is clear is the current sustainability narrative isn’t landing and while people don’t necessarily oppose climate action, they don’t always see what’s in it for them. I have long believed we must avoid over-reliance on technical language and elitist jargon and be wary alarmist messaging does not always inspire action as much as positive stories about progress that demonstrate the art of what’s possible.
It is not surprising people care more deeply about nature than carbon emissions. We inherently value the natural world around us and recognise nature as something we can see, hear, smell or reach out and touch.
Focusing on net zero in isolation is simply not relatable to people, particularly if we don’t adequately explain the interconnections between different issues, and it is heartening to see organisations increasingly now linking climate action to what people really care about.
So, as these reports have highlighted, we must reframe the conversation, focusing less on net zero targets and more on local benefits to people and nature. We need to start telling positive stories that talk less about minimising harm and more about doing good, and using messaging that works for people and communities, highlighting community and nature benefits, health and wellbeing, economic prosperity and fairness.
By doing this we increase public support for projects and avoid pitting developers against communities as we seek to deliver green infrastructure and sustainable homes.
CIOB is committed to working with members and other stakeholders on this issue throughout 2026 and we welcome collaboration with others to help shift the narrative and deliver a transition that works for all. You can find out more about our work in this area via Climate change and sustainability | CIOB.
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