The dangerous narrative of calling net zero “impossible”

For years, climate misinformation has thrived under the guise of "balanced debate", with so-called climate sceptics given media platforms – mainly in right-leaning outlets – to cast doubt on both the science and the economic viability of green investment. The past week’s news cycle has been a prime example of how public discourse around climate policy is being shaped – often not by facts, but by political posturing and well-funded lobbying efforts designed to stall progress. 

How the media fuels climate scepticism 

A key driver of public doubt on net zero is the way it is framed in some media. Right-leaning newspapers and commentators, have long positioned climate policies as costly, unrealistic, and even harmful to ordinary people. They repeatedly warn of the financial burden of green policies while downplaying the much greater costs of inaction. 

One of the most persistent narratives is that net zero is “unaffordable” with some editorials claiming green policies are “bonkers” and will “push prices up”, while omitting the fact that the UK’s reliance on expensive fossil fuels is what has kept energy costs high. The irony, of course, is that failing to transition will make energy more expensive and our economy more vulnerable.  

Instead of highlighting the financial and security risks of delaying climate action – such as energy price volatility, stranded fossil fuel assets, and rising insurance costs – headlines fixate on the supposed financial “burden” of green policies. For example, these outlets often focus on the upfront costs of electric vehicles and heat pumps while ignoring the long-term savings from lower energy bills and reduced fuel costs.  

Climate rhetoric drives policy rollbacks  

The influence of these narratives extends beyond public perception – they have directly shaped government policy. Right-leaning newspapers have repeatedly called for delays or rollbacks of green policies, and these calls have been echoed by politicians eager to frame net zero as an economic threat. 

A prime example is the recent remarks by Kemi Badenoch, who dismissed net zero as “impossible”. This reflects a growing trend in UK politics: the reframing of climate action as an economic threat rather than a necessary transition.  

When figures like Andrew Bowie, shadow energy secretary, claim net zero will make the country “poorer”, some media outlets amplify these assertions uncritically, making it politically easier to justify delays, weaken commitments, or roll back progress.  

Real cost of inaction 

What is often missing from these discussions in mainstream media is the fact that delaying climate action is far more expensive than acting now. Recent research in Ecological Economics warns that an extreme disorderly shift – one driven by last-minute policy shifts rather than long-term planning – could push inflation as high as 10% by 2030 and destabilise markets. In contrast, a proactive approach would create jobs, stabilise energy prices, and protect households from future economic shocks. 

Polling consistently shows that the public supports climate action – just not in the way it is currently being framed. The DESNZ Public Attitudes Tracker shows that 80% of people are very or fairly concerned about climate change, and almost 7 in 10 agree it is important for the UK to be a global leader in tackling it. 

However, another IPSOS poll found that over half of people feel too financially stretched to prioritise climate action. This is a direct consequence of years of media narratives framing climate policy as an expensive obligation rather than an engine for jobs, innovation, and national competitiveness. The longer politicians lean into this framing, the more difficult it becomes to build lasting public support for the transition. 

The public has not been given clear, compelling explanations of why the transition is necessary. Without a clear narrative that highlights the long-term economic and security benefits, misleading claims about net zero will continue to gain traction. 

The anti-net zero rhetoric we hear today is being driven by the same voices that once claimed economic growth and sustainability were incompatible – voices that have been proven wrong time and again. We need to stop taking economic advice from those who fail to grasp the realities of a changing world. If politicians continue to treat climate action as a political bargaining chip rather than an urgent necessity, the UK risks falling behind in the global transition – and paying the price for it.