Five takeaways from the Green Growth Summit
With the General Election in 2024 fast becoming a distant memory and the ability for this government to call itself “new” ever diminishing, the need to deliver on its commitments is beginning to ring loudly. The Green Growth Summit 2025 offered a timely opportunity to take stock of how we are to communicate the UK’s green transition.
Hosted by the Labour Climate and Environment Forum (LCEF) and the Labour Growth Group, the summit brought together policymakers, campaigners, business leaders and researchers to examine the intersection of net zero, economic renewal and public trust. Across the day, it was clear from discussions that delivering the energy transition depends not only on infrastructure, but on our ability to communicate its benefits and relevance to people’s lives clearly.
1. Speak to emotions, not just economics
Speakers across panels reflected on the limitations of relying solely on economic growth and job creation as a message. Chris Curtis MP (Co-Chair of the Labour Growth Group and MP for Milton Keynes North) warned that selling infrastructure projects on the basis of local job creation often misses the mark. “If you’re talking to a teacher, new jobs in the area may not be relevant to them – they want to know how it impacts their cost of living and their family life,” he said.
Luke Tryl from More in Common echoed this sentiment, stressing the importance of emotionally resonant messaging. He argued that voters, particularly those in towns like Scunthorpe, feel anxious about being “left behind” and see the green transition as a potential repeat of past industrial declines.
Climate communications must centre on people’s everyday concerns. Energy security, affordability and community wellbeing are more persuasive than abstract growth figures. Indeed, the Good Growth Foundation’s report published in January [1] revealed widespread public scepticism about whether the economy genuinely works for them – many don’t see GDP growth as relevant or meaningful to their personal circumstances. Crucially, the climate crisis has become more visible as households are continuing to grapple with the cost-of-living crisis. For many, the two are intertwined. It’s our role to show that failing to act will only exacerbate those economic pressures.
2. Use relatable language
There was a strong consensus that language matters and terms like “net zero” or “the green transition” are often meaningless to the public. Sophie Vipond from the Climate Change Committee shared research showing that when people are given clear, relatable explanations of climate policy and allowed to consider the implications, support increases significantly. “It’s about bringing people along on the journey and letting them make informed choices for their families and communities,” she said.
Panellists consistently highlighted the importance of emotional and tangible entry points. When people think about climate change, it’s not large-scale infrastructure that comes to mind – it’s extreme weather, vulnerable people and local impacts. Curtis noted that climate change has only topped YouGov’s public priority polling once in recent memory – one week following major flooding across the UK – demonstrating how lived experience and visible local effects have power.
Virginia Sentance also raised concerns about the lack of consumer visibility in the grid upgrade narrative: “£250 off bills for those living near pylons doesn’t go far enough. Where is the consumer in this conversation?” Despite the UK being the only G7 country to halve emissions between 1990 and 2022, while growing the economy by 79%, this success story has struggled to cut through.
Too often, climate messaging is framed around what people need to give up. Instead, speakers urged communicators to position the green transition as a way to protect things people care about. We need to drop the jargon, focus on the real-world relevance of climate policy and tailor messages to the values and priorities of different audiences.
3. Lessons for Labour
A key takeaway was the importance of how climate policy is framed – particularly for a Labour government looking to win public trust. Christabel Cooper of Labour Together highlighted that, unlike divisive issues such as immigration, climate change enjoys a broad consensus and the Labour party needs to capitalise on this. However, the public’s tolerance for any perceived trade-offs – like higher energy bills – remains fragile. “When we spell out the consequences of not meeting 2030 targets, more than half of the people we polled still chose the higher bills option – because they understood what’s at stake,” she noted.
This points to a vital communications insight: people are willing to support bold climate action, but only if they understand what’s being protected, not just what they’re being asked to give up.
Tryl added that many voters feel powerless – believing climate change is inevitable and that government can do little to stop it. He praised DESNZ and Ed Miliband’s messaging but warned that lukewarm support from other politicians risks undermining confidence. A passive or fragmented approach can give the impression that climate action is somehow optional or of low priority.
Cooper reinforced that net zero remains a winning issue for Labour, particularly with undecided voters, as it’s an issue where Labour has a clear standpoint. But trust is fragile, especially when it comes to energy bills. If costs remain high, people will fixate on price and blame the transition – voters still remember the economic trauma of the 1970s.
It’s important, therefore, to frame climate action as a protective measure against instability, price volatility and extreme weather – and to avoid the language of sacrifice.
4. Consistency is key
There was a consensus among panellists on the need for messaging discipline. Curtis emphasised that in today’s fast-paced media environment – where attention spans are short and messages are consumed in bite-sized formats – clarity and repetition matter more than ever. “Old soundbites are now 15-second videos. It’s not about saying everything. It’s about saying a few things well and often,” he explained. For both political parties and the renewables sector, the challenge is finding a message that lands.
Tryl agreed, urging communicators to commit to a message and stick with it – even when faced with criticism or distraction from opponents. Effective messaging, he argued, doesn’t mean trying to win every argument; it means standing firm in your values and repeating them consistently.
Vipond echoed this, noting that the effectiveness of a message also depends on where it’s shared. Too often, we’re talking to an echo chamber. “We need to go where people already are, not just where we’re comfortable speaking,” she said.
This was reinforced by Dhara Vyas, Chief Executive of Energy UK, who challenged the idea that consultation fatigue is driven by poor process. Instead, she argued, the issue lies in who we’re speaking to. “Rather than reform the system, maybe we need to work with what it is and start talking to new people, not just the usual crowd.”
We must simplify our message, repeat it often and reach beyond familiar audiences. Consistency is what will build public confidence and drive support.
5. Conclusion
The Green Growth Summit made one thing abundantly clear: the success of the UK’s green transition won’t rest solely on the infrastructure we build or the policies we write, but on how well we communicate its value to the public.
Whether it’s securing public buy-in for infrastructure, framing climate action as economic renewal or navigating politically sensitive issues like planning reform and energy costs, the communications challenge is just as vital as the technical one.
At Copper, we specialise in helping clients communicate complex infrastructure projects in a way that is clear, compelling and rooted in real-world benefits for communities.
If you’re looking to build support for your project, reposition your messaging for today’s political climate or simply ensure your consultation is reaching the right audiences with the right messages, we can help.
We’d love to speak to you to discuss how we can support your project at every stage of the process.
[1] The Good Growth Foundation: ‘Mind The Growth Gap – What politicians are missing when it comes to growth’ (January 2025) Mind The Growth Gap — The Good Growth Foundation
Piece written by
Aimee Howard, Account Director in the Infrastructure Practice | aimee.howard@copperconsultancy.com