Net zero is the opportunity of the century. So why don’t we sell it like one?
It isn’t about technology or policy any more – it’s about people. The transition will be won at the individual level, household by household – and that is the marketing theory Arc is built on.
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The prize is enormous.
The independent Skidmore review called net zero the economic opportunity of the 21st century. Around 2% extra growth. Up to £6,000 a year saved per household by 2050.
And we’re selling it badly.
The playbook that transformed retail, banking, and telecoms already exists. Customers, plural. Lifetime value. Creativity. We wrote it – we just haven’t opened it here.
We built the things. People didn’t come.
Energy keeps making the Field of Dreams mistake: build it, leave it to sell itself, then blame the customer. So what’s the plan now, Ray?
Which makes this the best brief in Britain.
A market being rewritten from home heating to the driveway, barely marketed, waiting for people who know how.
The unlock is knowing who’s ready.
Which household, which proposition, and why. That intelligence doesn’t exist yet. Building it is the Arc Index.
It starts with thinking differently.
That’s what the tools are for.
The share of the country already engaged with climate. Most net zero marketing speaks their language and nobody else’s – that’s the book’s argument, and the reason Arc exists.
Seven British segments · More in Common, 2025
Even the most engaged prefer plain language to sector jargon. Tested, not assumed.
Britain Talks Climate & Nature, 2025
What a household stands to save each year by 2050. A proposition this strong, this under-sold, is a marketing opportunity.
Mission Zero, 2023
This is an individual transition, and it will be won at the individual level. Every house, every customer, every situation is different – and AI has just made treating them that way commercially viable.
So nothing here hands you a label. You get a distribution, and the working underneath it.
Built for the book's three audiences – marketers and communicators, business leaders, and policymakers – each with their own route through. See your route →
Persona Builder
Describe who you’re trying to reach, in plain English. Get back who they actually are: what moves them, what repels them, and the words to use and lose – through two segmentation lenses, side by side.
Profile a customer →Message Lens
Paste your proposition. See which parts of the country can hear it – and how to widen the reach without losing the plot.
Test a message →Market Map
Heat pumps and EVs to start. The real audience landscape, including the segments everyone overlooks.
Map a market →The Arc Index
Today’s tools run on published research. The destination is household-level propensity: which homes are likely to act, on what, and why. It’s a future build, and we’re open about that.
Working on the same problem? We should talk.
See the ambition →Arc is the professional side of the project. These are the consumer tools, live now – because the best way to understand a customer is occasionally to be one.
The thinking behind these tools is set out in the book. greenbutnotheard.com