Fuelling the net zero debate
Since COP26, Net Zero Tracker has carved out a unique role in the climate accountability landscape.
Feeding mainstream debate on 'Tonight with john Oliver'.
Net Zero Stocktake COP27 launch event.
Graphical explainer of the UN 'Integrity Matters' Net Zero Guidelines (John Lang).
Example of NZT insights feeding Time Magazine's climate reporting.
Social media post by Greta Thunberg sharing the Tracker insights.
Launching a climate research brand
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Challenge
Net Zero Tracker was formed to address the ‘deficit of credibility and surplus of confusion,’ to quote UN Secretary-General António Guterres, that characterises net zero.
The research group comprising ECIU, Oxford Net Zero, Data Driven Envirolab and NewClimate Institute - set out to increase transparency on the robustness of climate commitments - or lack thereof.
Introducing the Tracker into the already complex accountability landscape demands a multi-stakeholder engagement approach. Launching prior to COP26 in Glasgow, we needed to build credibility quickly - and put the Tracker in the hands of key media and stakeholders - from Ministers, to CEOs, ESG investors and Civil Society.
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Solution
We delivered an earned media strategy, helping to forge the NZT’s reputation as a key source of truth on climate commitments.
The launch was followed by a stream of analyses, and press conferences at key junctures in the climate calendar, such as the Bonn and COP climate summits, supported through ongoing proactive communications.
Outside of set-piece moments, the Tracker maintained a consistent voice in the climate debate via a drumbeat of comment opportunities, OpEds, social media, plus speakerships at major events, such as FT and Economist.
Quality content has enabled us to extend the Tracker’s reach ‘beyond the choir’ of the climate ecosystem, especially illustrative graphics produced by John Lang, plus the ‘Intent to Integrity’ newsletter, which has quickly built a large following.
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Outcomes
Since 2021, the Tracker has exploded into the net zero accountability landscape - earning a global reputation for quality, breadth and independence. The NZT’s findings have been reported in more than 400+ media clippings, with coverage ranging from Time, to Reuters, Financial Times, and Fox News.
Decision makers from British PM Sunak to Commissioner Crenshaw of the U.S. Securities & Exchange Commission have cited the NZT data.
By the end of 2023, the NZT had produced six set-piece analyses, of which regularly reaches media audiences exceeding 500 million people. The 2023 Net Zero Stocktake was shared by millions of people, including Greta Thunberg and scientist Michael Mann.
This led to the 2023 Stocktake report being downloaded more than 10,000 times in its launch week.