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4. Making the story of a new carbon economy accessible and inspiring The fact that today we can’t even agree on whether a product that removes carbon from the atmosphere is “carbon negative” or “carbon positive” is symptomatic of a very serious problem: we lack the clarity and consistency of messaging needed to engage consumers and citizens as agents of change. Simplicity and possibility should be our watchwords. The New Carbon Economy needs to make sense to those who don’t know their CCUS from their direct air capture. And we must shift the focus from the problem to potential solutions. Naive optimism doesn’t help shift behaviours, but nor does apocalyptic dread. 5. Equipping companies with tools to monitor and manage progress Companies are not self-organising systems. High performance is driven by management systems that monitor and incentivise progress towards key organisational goals and targets. A whole suite of new management tools and metrics is needed to help companies manage progress towards becoming (ever more) climate positive. The ideas outlined in this paper are, we believe, a useful starting point to build from. 6. Forging closer links between companies and the R&D community Academic interest in carbon removal and emissions avoidance processes and technologies is growing fast. Thanks to institutions like the Center for Carbon Removal, parts of this field are becoming increasingly organised. The next step is to start bridging the gulf between researchers and the companies that will ultimately be critical to commercialising and scaling new solutions for carbon removal and emissions avoidance. More opportunities for multi-way dialogue are badly needed. Our intent in laying out this six-point plan is to provide an organising framework for those in the field (ourselves included) to think about next steps. There is no silver bullet: we need to make progress on multiple fronts simultaneously. That progress will undoubtedly be uneven, with setbacks along the way – as well as breakthroughs and unexpected leaps forward. But the long-term trajectory is clear: the New Carbon Economy is, ultimately, both possible and inevitable. There is no viable alternative. 27PDF Image | Our Carbon Future White Paper
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