Everything Electric Podcast: "Net Zero’s PR Problem—and How to Fix It!"
The Fully Charged Show, Sep 22, 2025
Host: Robert Llewellyn
Guest: Ruben Yogaraja, Sustainability Partner at FGS Global

Episode Overview

This insightful episode explores why "Net Zero" ambitions, despite general public support for climate action, are struggling with a public relations problem. Robert Llewellyn and guest Ruben Yogaraja delve into public opinion, the pitfalls of current climate messaging, misunderstandings about cost and impact, and pragmatic strategies for rebuilding trust and effective communication around the clean energy transition in the UK.

Key Discussion Points & Insights

1. Why ‘Net Zero’ Has a PR Problem

• Public generally supports action on climate change, but is deeply skeptical about government delivery and overestimates the personal costs (04:00).

• The term "Net Zero" itself is poorly understood, easily weaponized politically, and fails to convey positive outcomes (04:38, 05:50).

  “For a term like net zero, less than half the public say they're confident explaining and they're probably lying. In practice, it's quite a complicated term… and it's become weaponized by opponents who want to present the whole climate agenda as the work of an out of touch elite.”
  – Ruben Yogaraja (04:38)

2. Public Perception vs. Reality on Costs and Benefits

• UK public frequently overestimates the cost of reaching net zero—by as much as 14,000% (12:46).

• Negative impacts of climate change feel distant; associated financial burdens of net zero seem immediate.

• Messaging influences support: describing costs in relatable terms (per person, per week) increases support versus using grand totals (12:46).

  “If you say, hey, getting to net zero is going to cost 320 billion, support collapses. If you say it's 0.2% of GDP, that feels like a small number and it goes up massively. And if you take the middle path and say hey, it's about £1.30 per person per week, actually support really firms up.”
  – Ruben Yogaraja (12:46)

3. The ‘Messy Middle’ of the Energy Transition

• The UK sits between two costly systems: maintaining fossil fuel and renewable energy concurrently without yet enjoying the full benefits of the latter (10:09).

• Current energy prices are still dictated by fossil fuels, making it hard to see immediate benefits from renewables (13:54).

  “We're in this messy middle where the costs are high and we haven't seen the full benefits yet.”
  – Ruben Yogaraja (10:09)

4. The Need for Immediate, Tangible Benefits

• Calls for emphasizing short-term improvements (e.g., better home insulation) as universal good—decoupling them from climate messages where needed (16:06).

• Local actions and visible benefits are more relatable and help normalize clean energy (26:55).

  “People don't enjoy feeling silly. And I think it's always important to have grace in that situation, to allow people an opportunity to fail or like to mess up in a totally safe environment.”
  – Robert Llewellyn (24:24)

5. Distrust in Politicians and the Power of Messengers

• Popularity of any policy drops when identified as coming from any political party (20:39).

• Most trusted public figures: David Attenborough and Martin Lewis; otherwise, trust is heavily fragmented (22:02).

  “There are only two people that the country trusts, David Attenborough and Martin Lewis, and they're probably not going to come together to save the day on this.”
  – Ruben Yogaraja (21:44)

• Advocacy must encompass a "kaleidoscope" of messengers, tailored messaging, and non-political voices.

6. Strategic Messaging: Positive Framing and Energy Security

• Terms like "renewable" and "clean energy" evoke positive associations and are better understood than "Net Zero" or "Decarbonization" (30:34, 40:48).

• Energy security resonates widely and reframes the debate away from abstract climate goals to practical national interest (32:31, 33:15).

  “When we ask the public what's important in the energy system, affordability and security were neck and neck at the top and that's a really useful place to go deeper.”
  – Ruben Yogaraja (32:31)

7. Fighting Misinformation and Focusing on Economic Opportunity

• Climate advocates must consolidate and coordinate their messages to myth-bust misinformation (36:06).
• Practical, economic arguments tied to everyday concerns—like energy bills and local jobs—are more persuasive than long-term climate abstractions (35:16, 38:35).

8. Takeaways for Different Sectors

A. Clean Energy Advocates:

• Avoid negative, technical jargon (“net zero”, “decarbonization”) (40:48).
• Focus on building, opportunity, and growth.

B. Automotive/Electric Vehicle Marketers:

• Highlight direct consumer benefits—cost, comfort, performance (41:26).
• Proactively address myths about infrastructure and running costs.

C. Home Energy Solution Providers:

• Simplify the consumer experience (quotes, installation, information).
• Innovate on finance models (subscriptions, no-upfront costs).
• Share learnings across countries for policy and product advances (42:24).

Notable Quotes & Memorable Moments

• On Cost Misperceptions:
  “The average estimate was 28% of GDP … compared to 0.2%. So a 14,000% overestimate.”
  – Ruben Yogaraja (12:46)

• On Public Cynicism Toward Politicians:
  “You can ask about the popularity of pretty much any policy… and it becomes less popular when you tell people it was generated by a political party, no matter what that political party is.”
  – Ruben Yogaraja (20:39)

• On Tangible Community Impact:
  “Fewer than 1 in 10 feel that the transition to net zero will bring jobs to their area.”
  – Ruben Yogaraja (26:55)

• On the Right Tone for Messages:
  “All of those sort of negative doing less words don't do very well. Decarbonization, net zero, they tend to fall flat. So it's much better to make the positive and talk about building and growth.”
  – Ruben Yogaraja (40:48)

• On the Way Forward:
  “This is a fight that can be won, but it's going to take new language, new communications tactics and really meeting people where they are to do it.”
  – Ruben Yogaraja (43:35)

Timestamps for Important Segments

• Introduction & Why This Discussion Matters – 00:00–03:01
• Problems with the Term ‘Net Zero’ – 04:00–05:50
• Polling Data & Public Misconceptions – 07:27–12:46
• Psychology of Sacrifice vs. Opportunity – 05:50–07:27
• Economic Benefits & The ‘Messy Middle’ – 10:09–13:54
• Short-Term vs. Long-Term Communication – 13:54–18:50
• Who Should Be the Messenger? – 20:39–23:30
• Local Action & Normalization – 26:55–28:08
• Summary of Messaging Solutions – 30:34–33:15
• Best Practices for Sectors – 41:07–43:25
• Final Takeaway – 43:35

Conclusion

The episode demonstrates that the PR problem with Net Zero is rooted as much in terminology and messenger as in policy detail. Effective communication—focused on relatable benefits, positive language, coordinated myth-busting, and a pragmatic blend of short- and long-term vision—is critical for maintaining public support and accelerating the UK’s clean energy transition. The fight is still very much winnable, but it will require a shift in tactics, empathy, and a willingness to meet people exactly where they are.