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A recent study from the University of Sydney has exposed how the energy sector fosters the narrative that individual actions alone can address climate change. While energy providers and policymakers encourage consumers to become “net-zero heroes,” the research highlights the dangers of this strategy in shifting responsibility away from systemic change.
The energy sector is the largest contributor to global carbon dioxide emissions. As the climate crisis escalates, market actors like energy companies, policymakers, and NGOs advocate for individual responsibility in achieving net-zero emissions. By framing consumers as key players in emissions reduction, they emphasize small-scale actions, such as installing solar panels or optimizing energy use.
Key Findings
The study reveals that this approach creates a narrative of individual responsibility that undermines broader, systemic reforms. Three central insights emerged:
1. The translation of corporate agendas into consumer-focused narratives significantly impacts climate action outcomes.
2. Market actors attempt to mold consumers into “net-zero heroes” tasked with tackling emissions independently.
3. The “hero narrative” is ultimately ineffective in achieving meaningful climate goals, as it places an overwhelming burden on individuals.
This narrative, while well-intentioned, risks discouraging consumers. Without proper support systems, many may feel helpless or disengaged, rather than empowered.
How the Study Was Conducted
Researchers analyzed hundreds of reports and media releases from the Australian energy sector, uncovering a recurring storyline of the “net-zero hero.” This archetype portrays consumers as champions of climate action through lifestyle adjustments and energy-conscious decisions.
Expert Insights
Associate Professor Tom van Laer of the University of Sydney Business School and also a co-author of the study explained that the energy sector’s narrative simplifies the climate crisis. “If consumers buy the right car, switch off their appliances, or use off-peak hot water, they can play a key role in saving the planet. But this nice story ignores the bigger picture of corporate and regulatory responsibilities essential for meaningful climate action,” he said.
Australia, with the highest per-capita emissions among developed nations (14.51 tonnes per capita), exemplifies the risks of this approach. The energy sector alone contributes 47.3% of these emissions. Globally, industry accounts for over a third of energy use, making large-scale structural reforms critical.
Van Laer warned that focusing on individual actions creates a “mythical market,” where everyone is equally responsible for emissions. This narrative diminishes accountability for industries and governments, allowing them to avoid enacting comprehensive environmental policies.
Systemic Change Over Individual Burden
The study underscores the need for structural reforms, such as transitioning to renewable energy at scale, stricter regulations on industrial emissions, and government-led climate initiatives. While individual actions are valuable, they cannot substitute for systemic changes that address the root causes of climate change.
Van Laer concluded, “Instead of placing an unrealistic burden on consumers, we must focus on systemic solutions for genuine environmental impact.”
The Bigger Picture
This study serves as a call to rethink climate responsibility. To truly address the climate emergency, society must move beyond the “net-zero hero” myth and demand transformative action from industries and governments. Only then can we achieve sustainable progress in combating climate change.
References:
https://journals.sagepub.com/doi/abs/10.1177/07439156241300997
Banner Image: Photo by Matthew Henry on Unsplash
