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

Our research showed that only 18% of respondents attempted to define science-based targets. Of those, the majority offered a general sense of targets backed by, set by, or based on science. Less than 10% made the connection that the targets were related to climate, carbon or emissions.

47% of respondents attempted to define net zero. Of those, more than half were vague or largely inaccurate. Around one third made reference to carbon and 10% to greenhouse gases. Approximately 20% made reference to offsetting or balancing emissions generated. The most significant misunderstanding was that net zero means absolutely zero generation of emissions. Others focused on the single-issue of renewable energy.

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 include Scope 3 (value chain emissions).
• Do not use vague or misleading terms like 'carbon negative' or 'carbon/climate positive'. Even though 'carbon neutral' is supported internationally as a term via ISO 14068 and in Australia by the Climate Active certification, 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 your targets haven't been validated by the SBTi yet, 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.