New Zero World - icon

Chapter 2

How We Got Here

INTRODUCTION

The climate narratives we have inherited are shaped by decades of misinformation and greenwashing — a legacy where scientific consensus has been overshadowed by strategic manipulation. Our understanding of environmental issues has been influenced by powerful entities seeking to downplay the severity of the crisis, promote green initiatives to distract, or shift the blame onto individuals. This historical distortion has created a landscape where the true complexity and urgency of the climate crisis can be obscured, making it all the more essential for us to cut through the noise and construct a more accurate, informed and action-oriented narrative around the climate crisis and what needs to be done to solve it.

Read the Intro
Red bellied titi
1

Climate Misinformation

Over 99.9% of scientists agree that the climate crisis is real and caused by humans – a consensus which is not necessarily reflected in public consciousness and media discourses, where misinformation and disinformation about climate change persist. For decades, the fossil-fuel industry has exploited the public’s misunderstanding of scientific language for its benefit, leading to confusion and doubt around climate change.

Read Chapter 2.1
2

Greenwashing

In recent years, greenwashing has risen for a number of reasons, including increased climate commitments, consumers seeking to buy more sustainable products, and employees feeling attracted to work for companies with strong sustainability credentials.

Read Chapter 2.2
Cover image of the white paper A New Era in Climate Communications

Download the Whitepaper

    This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

    Legal Disclaimer:
    The information in this white paper has been published on the basis of publicly available information; internal information and other sources are believed to be true, but may not be verified independently and are for general guidance only. While every effort is made to ensure the accuracy and completeness of information contained, the contributors herein assume no liability for any error, omission, or inaccuracy.