Are we losing people on the need for net zero?

With five major heat waves in 2026, climate experts are voicing their alarm at the extent and speed of climate change, and the dire need to achieve net zero.

This is just part of the pattern emerging this decade, with the last four years all making it into the top five warmest ever recorded. It is almost guaranteed that 2026 will join these record-breaking years. To underscore this, the Met Office has declared that, based on the evidence, the UK climate of the 20th Century is gone and what we are experiencing now is the new normal, and with it the pressure on UK infrastructure, resources, and human health.

However, despite the growing body of evidence, significant proportions of the general public now do not believe in the seriousness of climate change or do not link it to the increasingly frequent and extreme heat the UK is experiencing.

What the research says about attitudes to sustainability?

The results of a YouGov survey published in July revealed that 29% of British people said they don’t believe or don’t know if June’s heatwave was caused by climate change. Perhaps unsurprisingly, the research also found that the heatwave had little or no impact on public support for possible government climate change measures.

This is in line with research from Kings College London, published earlier this year, which found that only 64% of British people support net zero. It also found that the percentage who believe the UK doesn't need to reach net zero by 2050 or shouldn't have a net zero target at all increased from 9% in 2021 to 26% now.

These attitudes may not be that surprising when you consider that many mainstream news sources are no longer linking extreme weather with climate change. Analysis by the Energy and Climate Intelligence Unit (ECIU) found that 72% of articles about the June heatwave from nine major UK newspapers failed to mention the link to climate change, and less than 1 in 20 mentioned net zero.

This break in the link between extreme weather, human-made climate change, and the need for net zero has undoubtedly affected the sense of urgency and willingness to act. Also, the scrapping of environmental targets and net zero measures by national and local governments has probably not helped the perception that climate change is something that can be ignored or at least de-prioritised.

What does the sustainability divide mean for construction industry communications?

The bottom line is that the majority of people still support the drive for more sustainable solutions and ultimately, net zero. However, the significant section of the UK public that feels differently cannot be ignored. The reasons that these people feel sustainability is no longer a priority will undoubtedly vary. However, there are things that can be done to address some of the potential issues.

A reminder of why it is so important and the very-real consequences of not addressing climate change may be a step in the right direction. As will showing people that a difference can be made with product choices and specifications without sacrificing quality, costs or convenience for sustainability. While this is easy to say, it will take a considered approach. Marketing comms and PR will need to talk to people on both sides of the topic – a gentle reminder that hits home without appearing to tell sustainability-devotees something they know all too well.

Achieving the right balance in comms

What’s interesting is that this is actually something our team have been doing for years in various areas of the industry but in different guises. There are always those who are more up to date with industry best practice, and we have become skilled at reaching these individuals without ‘preaching to the converted’. Now it’s simply a case of applying this approach to a new problem – and let’s face it a very worthy cause.

Why partner with CIB

We have decades of experience in developing comms strategies to achieve cut-through. Speak to our team to find out how we can help you get your sustainability message out there.