Lost in translation? How to talk about 'net zero' and 'science-based targets' credibly

Your communication strategy should adapt to your audience. Here’s how to frame your message for two key groups.

1. Communicating the technical version (for investors and regulators)

Net zero has a specific definition according to the Corporate Net Zero Standard from the Science Based Targets initiative (SBTi), and should be used only within this context. 

When sharing your science-based net zero target, you should:

• Be specific: State clearly that your emission reductions are science-based and aligned with the 1.5°C pathway.
• Emphasise action: Highlight your commitment to rapid, deep emission cuts in the short- to medium-term in halving global emissions before 2030 and achieving net zero before 2050, prioritising direct reductions (decarbonisation) and all residual emissions will be neutralised (if applicable) in line with SBTi criteria before reaching net zero emissions.
• Avoid common mistakes: 
  • Ensure your net zero targets cover the full value chain (including Scope 3 emissions). Don’t claim ‘net zero operations’ if you’ve only addressed Scope 1 and 2. Most emissions sit in Scope 3, so excluding it can overstate your impact.
  • Avoid vague or potentially misleading terms like ‘carbon negative’ or ‘carbon/climate positive’. While ‘carbon neutral’ is recognised under  ISO 14068 and schemes like Australia’s Climate Active, South Pole advises against its broader use in corporate climate communications due to the rapidly evolving, global regulatory landscape surrounding environmental claims.
  • Carbon offsetting or beyond value chain mitigation can not be used to achieve near-term science-based targets.

If you reference 'net zero', audiences may assume alignment with SBTi, so clarify whether your targets have been validated. If not, you could say something like: "Our organisation has set an emissions reduction target that is aligned with climate science."

2. Communicating the simple version (for customers and the public)

To make your targets meaningful to a general audience, connect them to tangible actions.

• Provide context: Explain what you're doing in simple terms to achieve your goals.
• Build credibility: Mention that your targets have been independently verified.

You might say something like:

"We’re working towards net zero by 2050, in line with the latest climate science for keeping the average global temperature increase to 1.5 °C. We’re switching to more sustainable materials, installing rooftop-solar and working with our suppliers to cut emissions at the source. This target has been checked and approved by the independent and internationally recognised Science Based Targets initiative."

Crucially, when communicating the simplified version of your science-based net zero target, it’s critical to provide a link to the technical, long-form explanation, to ensure full transparency and  avoid risks of greenwashing.