Terms, in plain English.
Short version: this is guidance, not advice. The decisions are yours.
Who you're dealing with
Arc is run by Mat Moakes, trading as Green But Not Heard. Postal address: 4th Floor, 18 St. Cross Street, London EC1N 8UN. ICO registration: ZC252862. mat@greenbutnotheard.com.
What this is
Arc is a marketing-intelligence tool built from consumer research on the energy transition. It gives you modelled estimates, graded by how they were measured, to help you plan. It is not a substitute for your own research, and it is not financial, legal or professional advice.
Estimates are estimates
Population shares, persuasion scores and correlates are modelled from studies of a few hundred people and from published data. Sample sizes are shown where they apply. Treat the numbers as a well-informed starting point and test before you spend.
Your side of the deal
Use persona labels, not real people's names. Don't put anyone's personal data into Arc. Don't use it for pricing, credit decisions, or to exclude any group. Don't scrape it, spam through it, or do anything unlawful with it.
Reports
The persona report emailed to you is yours to use and share inside your organisation, with attribution to Arc. Please don't resell it.
What I'm not promising
Arc is provided as is and may change or stop without notice. I don't exclude anything the law won't let me exclude, but beyond that I'm not liable for decisions you make based on what Arc tells you.
Copyright
The words, design, engine and dataset are mine unless credited otherwise.
Law
England and Wales. Last updated: 25 September 2026.