Possible increases public support for climate action by showing – through tangible, community-led examples and bold, compelling stories – how it improves people’s everyday lives.
Because climate action shouldn't feel like another thing people are being asked to worry about - it should feel like part of the answer to people’s most pressing problems.
The problem
Not long ago, there was a rock solid consensus across political parties that the climate crisis was real, urgent and demanded action. But things have changed.
Climate denial is being pushed back into the mainstream. People who profit from the status quo are pushing anti net-zero narratives, and positioning climate action as a threat to people’s quality of life.
This is serious. Scientists are clear about the scale of the climate crisis but public support for tackling it is under threat.
People across the country are under real financial pressure. When money is tight, bills are rising and everything feels uncertain, people understandably have concerns about what climate action and the transition to net zero will mean for their lives.
And that’s exactly where the opponents of net zero are stepping in. They are taking those very real concerns , about the cost of living, energy bills, jobs and security, and turning them against climate action.
They are telling people that tackling the climate crisis will make their lives harder, not better.
Billionaires are banking on this. People who benefit from the status quo are exploiting this uncertainty in order to build opposition to climate action. They don't need to convince everyone that the climate crisis isn't real. They just need to make people feel that acting on climate will make life harder. If we allow these false narratives to take hold, fragile support for climate action can quickly become resistance to it.
How we tackle it
We build support for climate action by offering a different story - one of hope, of community, and of building a better life for everyone.
We support climate action that’s done by and for local communities, climate action that makes life better - right here, right now.
A working men's club that’s the comfiest room on the street, whatever the weather, powered by clean, cheap solar on its own roof.
A repair shop where broken toasters get fixed and skills get passed on.
A parking space turned into a garden by the women who wanted more shade and somewhere decent to sit.
We work with people and communities who haven’t yet seen how climate action can improve their lives in the here and now. We support them to design, create, and own projects, and we bring their stories to millions more people. Because we need the UK public to know that climate action isn’t something to fear - it’s something to feel excited about.
This way, when people are told that net zero is too expensive or too difficult, they’ll have seen and felt for themselves why climate action matters, and they’ll keep backing it.
Our projects have featured in:
Annual Report
Read our latest annual report for the year ended 30 June 2025, and take a look at our accounts.