Introducing a global climate accountability research brand

Since COP26, Net Zero Tracker has carved out a unique role in the climate accountability landscape.

Since COP26, Net Zero Tracker has carved out a unique role in the climate accountability landscape.

Feeding mainstream debate on 'Tonight with john Oliver'.

Feeding mainstream debate on 'Tonight with john Oliver'.

Net Zero Stocktake COP27 launch event.

Net Zero Stocktake COP27 launch event.

Graphical explainer of the UN 'Integrity Matters' Net Zero Guidelines (John Lang).

Graphical explainer of the UN 'Integrity Matters' Net Zero Guidelines (John Lang).

Example of NZT insights feeding Time Magazine's climate reporting.

Example of NZT insights feeding Time Magazine's climate reporting.

Social media post by Greta Thunberg sharing the Tracker insights.

Social media post by Greta Thunberg sharing the Tracker insights.

Establishing the Net Zero Tracker brand narrative

  • Challenge

    Net Zero Tracker was formed to address the ‘deficit of credibility and surplus of confusion,’ to quote UN Secretary-General António Guterres, that characterises net zero.

    The NZT partners, comprising The Energy & Climate Intelligence Unit, University of Oxford, The Data Driven Envirolab and NewClimate Institute - planned to introduce a new open data offering into the crowded and politically sensitive landscape prior to the COP26 climate summit, in 2021.

    Firstly, a consultation phase with the accountability ecosystem surfaced differing perspectives on what ‘good’ net zero targets look like. These insights informed the development of a brand narrative that balanced robust scrutiny of plans, with encouragement.

    Launching prior to COP26 in Glasgow, it was vital to build credibility quickly - and put the Tracker in the hands of key media and stakeholders - from Ministers, to CEOs, and investors.

  • Solution

    An earned media strategy to reach reporters from around the world helped to forge the NZT’s reputation as a critical source of truth on climate commitments.

    The launch was followed by a stream of analyses, and press conferences at key junctures in the climate calendar, such as the Bonn and COP climate summits, supported through ongoing proactive communications.

    Outside of set-piece moments, the Tracker maintained a consistent voice in the climate debate via a drumbeat of comment opportunities, OpEds, social media, plus speakerships at major events, such as FT and Economist.

    Quality content has enabled us to extend the Tracker’s reach ‘beyond the choir’ of the climate ecosystem, especially illustrative graphics produced by John Lang, plus the ‘Intent to Integrity’ newsletter, which has quickly built a large following.

  • Outcomes

    Since 2021, the Tracker has exploded into the net zero accountability landscape - earning a global reputation for quality, breadth and independence. The NZT’s findings have been reported in nearly 1,000 media articles, with coverage ranging from Time, to Reuters, Financial Times, and Fox News.

    Decision makers from British PM Sunak to Commissioner Crenshaw of the U.S. Securities & Exchange Commission, to Greta Thunberg have cited the NZT data.

    The NZT’s annual set-piece ‘Stocktake’ analysis regularly reaches media audiences exceeding 500 million people.

    For example, the 2023 Stocktake report was downloaded more than 20,000 times in its launch week.