Net-Zero and a Changing Media

​By David Innes-Edwards, Frontier Public Relations

Over the last two years, there’s been a notable shift in the tone from much of UK’s mainstream media with regards to Net Zero, ESG (Environmental, Social, and Governance), and sustainability.

While these topics were once met with widespread support, recent reporting has become more critical, reflecting growing public scepticism and political pushback – particularly from the more populist right.

​While the sustainable agenda is far from dead, I have advised Frontier PR’s clients to expect increased scrutiny when it comes to ESG-related claims.

However, I also think that hardening of attitudes could present PR opportunities for those businesses that can evidence their sustainability claims whilst also better balance their messaging and narratives.

From Enthusiasm to Scrutiny

In 2023, according to Carbon Brief, right-leaning UK newspapers published a record number of editorials opposing climate action, marking a significant shift from previous years. This change indicates a growing editorial stance against net zero policies and climate initiatives. ​

This shift has been in motion for a while. You may recall Rishi Sunak announcing the delay to key net zero policies in 2023, including postponing the ban on fossil fuel cars to 2035, and scrapping tougher energy efficiency requirements for rental properties.

These policy changes were met with a mixed public reaction, with some viewing them as necessary adjustments, and others as highly regressive steps.

British Steel

Fast forward two years, and the financial struggles of British Steel's Scunthorpe plant have put net zero front and centre again, with some media outlets attributing the plight of the UK steel industry to net zero policies and Secretary of State for Energy and Climate Change Ed Miliband.

Some critics argue that the push for green energy has led to higher operational costs and reliance on imported coal, challenging the viability of domestic steel production.

The Guardian’s Helena Horton, on the other hand, suggests that factors such as global market dynamics and management decisions play a more significant role in the industry's challenges.​

One thing is apparent: Ed Miliband is being characterised by some in the media as an enemy to elusive economic growth.

Rise of 'Greenhushing'

An interesting wider trend, labelled as "Greenhushing", has also emerged, where companies continue their sustainable practices, but don’t shout about them due to concerns over accusations of greenwashing.

Lonon’s Financial News has also reported that investor confidence in ESG investments has waned, with a recent survey indicating that a significant portion of financial professionals view the anti-ESG backlash as justified, citing concerns over inconsistent metrics and the performance of green funds.

What does this mean for PR?

What is clear is that PR’s role in relation to communicating ESG and sustainability must adjust to consider audience opinion and the political and media agenda, because we can’t just push the same old message and hope for positive outcomes.

But we need to change up rather than cease altogether, because increased public debate, media scrutiny and changing attitudes shouldn’t exclude these subjects from the PR and communications arena, as they are still critical issues that most businesses will continue to respond to and invest in.

However, we must accept that discourse is being fuelled by political opportunism, plus a growing societal debate about the balance between environmental goals and economic realities.

In my opinion, this scrutiny can offer real PR opportunities for businesses that have a genuine innovative sustainability story to tell, or by drawing on evidence and highlighting how sustainable solutions can help drive economic growth whilst tackling other challenges, such as inefficiency.

For example, our client, RPS Group, a domestic heating contractor, is widely discussing the economic value of the mass retrofitting of social homes with air source heat pumps, particularly to more deprived communities, creating new apprenticeships and jobs, whilst driving down the spiralling cost of heating.

Another client, Whitecroft Lighting, is balancing the carbon reduction benefits delivered by intelligent, sensor-driven LED lighting with a message of up to 80% energy savings, and an environment in offices, schools and universities that promotes physical wellbeing and productivity.

Finally, NorDan’s aluminium-clad timber windows may massively reduce embodied and whole life carbon in new or upgraded homes, but they also slash the cost of replacement and maintenance of windows through an industry-leading product lifespan.

Frontier PR could easily continue to lead with a ‘carbon saving first and only’ message for all three clients, but in my opinion, that would be missing the full story, leaving clients exposed to ridicule, or failing to generate any positive media coverage or impact.

I believe that considering all aspects of a story will be a one-string PR antipode to 'Greenhushing' - by balancing net zero with other important key messages and by thoroughly quantifying and evidencing sustainability-driven claims.

If you don’t, don’t be surprised if you experience some negative pushback, but conversely, Greenhushing could shut the door on a world of opportunity.  

A blog by David Innes-Edwards, Managing Director, Frontier Public Relations.