Finding a Common Language for Carbon Removal: Messaging Playbook

What does the public currently believe about carbon dioxide removal?

Public understanding of carbon dioxide removal is still limited, but support increases significantly when people hear clear, effective messaging. Carbon dioxide removal (CDR) is moving from the margins to the mainstream. Projects across the world are proving carbon dioxide removal’s potential, but reaching scale will require more support from policymakers, private investors, and the public.

Right now, public understanding is lagging. In the US and UK, about half of adults have heard the term “carbon dioxide removal”–but only one in six say they’ve heard much about it. But after hearing the right message, as many as 3 in 4 (77%) support government action to accelerate its deployment.

What is the branding opportunity for carbon dioxide removal?

The branding opportunity lies in closing the gap between low awareness and high potential support with a clear, consistent narrative around carbon dioxide removal. There’s a clear advantage in aligning around a consistent, credible story that conveys why carbon dioxide removal is important, thereby building trust early as the field scales.

The right messaging can build trust with local communities, drive support with policymakers, and equip business partners to communicate confidently about carbon dioxide removal with their own audience.

The messaging research found that rather than leading with economic or technological frames, begin with the simple fact that there’s too much carbon dioxide pollution in the air. 72% of people in the US and UK agree excess carbon dioxide in the atmosphere is a problem and 69% believe carbon pollution contributes to climate change. A key narrative frame is to position carbon dioxide removal for what it is – pollution removal.

What is in this carbon dioxide removal messaging guide?

This messaging guide, conducted in partnership with The Carbon Business Council, offers a flexible, data-driven foundation for messaging carbon dioxide removal.

The research answers questions like the following: