Issue 33
Finding a Common Language for Pollution Removal
First, I’d like to welcome Will Howard as my coauthor here for That’s Interesting. Will is our Head of Insights and drives much of our thought leadership, including new work on carbon dioxide removal, featured in today’s newsletter. Jessica isn’t going anywhere–she has taken a new role as Director of Impact at Potential Energy, and will continue as a periodic That’s Interesting author. Please welcome Will to the newsletter! And now, onto today’s topic …
Pollution removal is moving from the margins to the mainstream. Projects across the world are proving the potential of carbon dioxide removal (CDR), but reaching scale will require more support from policymakers, private investors, and the public. This is where pollution removal messaging becomes critical, shaping how people interpret the role and value of these solutions.
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, and even fewer understand its connection to reducing pollution. This knowledge gap is both an opportunity and a risk. If the hundreds of stakeholders across the CDR space align, a clear, consistent story could build trust and drive support. But if the story of CDR remains undefined, misinformation and misunderstandings could fill the space. Clear, consistent messaging plays a critical role in shaping how people understand carbon dioxide removal and what it means in practice.
In partnership with The Carbon Business Council, a coalition representing more than 100 carbon management organizations, we conducted a large-scale public opinion study across the US and UK to learn what people currently think about CDR and what narratives improve understanding. We’re delighted to share key takeaways below, and you can access the full report here. This research also contributes to broader insights into public opinion on climate change and how people respond to different messaging approaches.
That’s Interesting: The winning formula for framing pollution removal
If you give people a brief introduction to the topic, 2 in 3 support government action to accelerate CDR deployment, and view companies that invest in it favorably. An additional ten percentage points of support can be unlocked with the right message, and our testing revealed four simple components to a winning frame:
- Make pollution the problem. Rather than leading with climate, economic, or technological frames, begin with the simple fact that there’s too much carbon dioxide pollution in the air. Position CDR for what it is: pollution removal.
- Make balance the solution. If carbon pollution has unbalanced Earth’s natural cycles, the logical solution is to restore them to a healthy balance by reducing that pollution.
- Link climate & co-benefits. Economic benefits may play a critical role for some key stakeholders—but for maximum effect, combine economic benefits with climate change frames.
- Confidently share stories of success & collaboration. The best way to build public trust in these emerging techniques is to speak up, cite success stories, and emphasize cross-sector collaboration.
Effective communication brings these elements together into a clearer, more persuasive story on pollution and climate change.
This moment matters
The story we tell now will determine what comes next, and there’s a real opportunity to shape understanding early and build lasting trust. The full playbook offers a flexible, data-driven foundation to position carbon dioxide removal for what it is–pollution removal. A compelling story, with consistent, cohesive messaging can go a long way toward building a durable majority of support.
Yours in partnership,
John and Will
Article by John Marshall and Will Howard
John Marshall is the founder and CEO of Potential Energy. John advises global leaders on strategies to effectively communicate about climate solutions, and is a frequent industry commentator and speaker. John’s innovative approach to building public support for climate action is informed by his 30+ years of experience advising the leaders of Fortune 500 companies on branding and marketing.
Will Howard is Head of Insights and Advisory Services for PEC. For the last decade, Will led messaging research at maslansky + partners — the world’s premiere language strategy firm. Across sectors, from snacking to scrap metal and pharma to farming, he helped clients find the right words to frame public debates, sell products, and communicate their ideas in a polarized political environment. The language he crafted is still used at Meta, the Hershey Company, Kaiser Permanente, Procter and Gamble, and dozens of Fortune 500 companies.
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