Net Zero’s PR Problem—and How to Fix It!

In this week’s episode Imogen talks to Ruban Yogarajah, a Sustainability Partner at FGS Global - a stakeholder strategy firm helping companies and climate groups win support for the energy transition. They discuss why enthusiasm for "net zero" is declining, the messaging crisis that is undermining the clean energy transition and the need to rebuild public trust.    00:00 - Introduction: The Net Zero PR problem  02:01 - Who is Ruban and what does FGS Global do? 04:46 - What the UK public really thinks  06:46 - Why "net zero" doesn't work as a term  09:17 - Perception vs reality on climate costs  11:35 - The messy middle: Transition economics  14:25 - Reframing costs and making them tangible  16:35 - Energy security as a winning message  20:45 - Who should deliver these messages?  23:02 - Learning from EVs and practical technology adoption  27:05 - Local opportunities and green jobs  30:25 - Rebranding and new language  33:15 - Energy security vs fossil fuel myths  37:10 - Fighting misinformation  40:30 - Quick advice for different industries  43:54 - Final thoughts   Why not come and join us at our next Everything Electric expo: https://everythingelectric.show   Check out our sister channel Everything Electric CARS: https://www.youtube.com/@fullychargedshow   Support our StopBurningStuff campaign: https://www.patreon.com/STOPBurningStuff   Become an Everything Electric Patreon: https://www.patreon.com/fullychargedshow   Become a YouTube member: use JOIN button above   Buy the Fully Charged Guide to Electric Vehicles & Clean Energy : https://buff.ly/2GybGt0   Subscribe for episode alerts and the Everything Electric newsletter: https://fullycharged.show/zap-sign-up/   Visit: https://FullyCharged.Show   Find us on X: https://x.com/Everyth1ngElec   Follow us on Instagram: https://instagram.com/officialeverythingelectric   To partner, exhibit or sponsor at our award-winning expos email: commercial@fullycharged.show   Everything Electric FARNBOROUGH - Farnborough International - 11th & 12th October 2025 Everything Electric MELBOURNE  - Melbourne Showgrounds 14th, 15th & 16th November 2025 Everything Electric SYDNEY - Sydney Olympic Park 6th, 7th & 8th March 2026