Inspired by Green But Not Heard. Built for the people doing the work.
The energy transition is individual and household by nature – and that is how it should be marketed. Truly understand the challenge, build propositions around the real value on offer, and respect that there are many different routes through what is a deeply personal journey.
Arc is the research side of the Green But Not Heard project: the segmentation, message testing and market mapping behind the book, built into free tools for the people selling the energy transition. Early, open about its limits, and looking for collaborators. The book, Green But Not Heard, was published on 28 September 2026. The Arc Index is the future build: household-level propensity that could help companies, consumers and individuals find the route through – and help the country hit ambitious targets.
Our evidence base combines primary research with UK households, run across three studies during 2026, with published third-party segmentation. Method notes, sample composition and field dates are available on request. That measurement is what separates Arc from opinion.
I'm Mat Moakes. I wrote Green But Not Heard, a book about why net zero keeps losing arguments it should win, and I built Arc because the questions people actually have deserve a straight answer.
I work at one of Britain's largest energy companies, so Arc names no supplier or tariff, and nobody pays to be here.
Built in a personal capacity. The views are mine, not my employer's.