Our thinking

Net zero heroes?

7 March, 2025

Last week, the Climate Change Committee (CCC) published its report on how the UK Government can meet its seventh carbon budget (from 2038 to 2042). 

The report reiterates the benefits of the net zero transition. It will require up-front investment (though at just 0.2% of GDP up to 2050, it’s not much), but enhance energy security, cut operating costs and reduce bills, saving households £1,400 across energy and motoring budgets by 2050. 

The part we found most interesting was the role of behaviour change in delivering the transition. Although it’s not relied on as a major lever to reach net zero, the ‘balanced pathway’ is based on 37% of emissions reductions in 2040 being met by household low-carbon choices, of which nearly three-quarters come from switching to EVs and low-carbon heating. 

The report highlights the role of public figures in building public buy-in. A research organisation called CAST has shown in more detail how public figures such as politicians, celebrities and business leaders can influence public desire by leading by example, which builds trust and credibility – and vice versa –, using a model similar to what we use with our work with the Gates Foundation in Africa to prevent smoking among teens.  

We’ve seen the powerful impact this model has and given the massively unequal distribution of emissions by wealth – and high-carbon lifestyles among public figures – using their influence will be a powerful tool to deliver the net zero transition. So keep an eye out for the new era of net zero celebrities. We’re going to need them.

By Patrick Bapty