Summary 5

1. Introduction 6

Purpose of this report 6

Climate context 6

International political and policy context 7

2. Elite opinion on net zero 8

UK party politics 8

What has driven the fracturing in political opinion on net zero? 9

The role of the media 10

The perception gap 12

3. Public opinion on net zero 14

4. Understanding the arguments for and against net zero, and their effectiveness 20

Our analysis of the anti-net zero narratives that pose the greatest risk to climate policy 22

Can’t be done 22

Global futility 24

Energy bills 24

Just adapt 26

Money-making scheme 27

Industrial decline 27

Which are the most effective pro-net zero messages? 28

5. Recommendations 29

Recommendation 1. Make a positive case for climate action 29

Recommendation 2. Get climate impacts up the agenda 29

Recommendation 3. Build trust through effective, people facing policies 30

Recommendation 4. Future proof policy 31

References 32

Appendix 35

A1. Methodology for opinion research 35

A2. Additional messages tested 37