Unveiling the ‘Net Zero Hero’ Myth: Why Blaming Individuals for Climate Solutions Is Misleading, According to New Research

Many people are celebrated as heroes in the fight against climate change. Their actions, like installing solar panels or driving electric cars, are seen as important steps to save our planet. However, a study from the University of Sydney suggests that this focus on individual effort can actually be misleading.

Assoc. Prof. Tom van Laer, who co-authored the study, points out that the “net zero hero” story is just the latest way for industries to shift environmental responsibility onto individuals. This has been happening for decades. For example, the beverage industry began promoting recycling in the 1970s to make consumers feel they were responsible for waste reduction.

In the energy sector, this narrative is prevalent in many reports and press releases. Companies encourage us to take small steps, like turning off lights and using energy-efficient appliances. While these actions are helpful, they often overshadow the significant role that these companies must play in reducing emissions.

According to the International Energy Agency, electricity generation contributed nearly half of Australia’s emissions in 2021, with transport and industry also to blame. While individual climate activists can inspire grassroots movements, putting the burden on them can lead to feelings of helplessness. Without strong policies from corporations and governments to address emissions, these individual efforts may feel inadequate.

Van Laer highlights a plastic bag ban in Chile as an example of how this approach can backfire. Consumers felt the pressure to change their behavior without seeing the bigger systemic changes needed. This leads people to ask, “If companies aren’t making an effort, why should I?”

The researchers analyzed hundreds of documents and found that the energy industry needs to acknowledge that heroes often need a team. Stories about climate action should include the roles of companies and governments, not just individuals. Van Laer emphasizes that the current narrative suggests individuals can make changes alone, which is not only unrealistic but also discouraging.

For those looking to make a difference, it’s important to see individual actions as part of a larger effort that includes support from industry and government. This context can empower individuals rather than leave them feeling stuck.