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COMMUNICATING THE VALUE OF CO2 7 RESULTS AND DISCUSSION Most-Favored Terms • Although no term emerged as a clear favorite, “Carbon Capture & Utilization” (12%) and “Carbontech” (12%) were most favored, with “CO2-Based Products” (11%), and “Carbon Utilization” (10%) trailing close behind (Figure 6). • The positive response to “Carbontech,” primarily felt by North Americans and those whose core expertise lie in business development and marketing, may reflect growing use in that region and context, and invokes recent success in other “tech” sectors such as biotech and fintech. However, “Carbontech” was almost as widely disliked by other respondents, yielding an almost-zero net favorability score. • “Carbon Capture & Utilization” rated particularly highly among those with professional expertise in science and engineering. • The term “CO2-Based Products” is distinct from the other terms, as it most closely relates to the actual products produced by these technologies as opposed to the feedstock. It was received by respondents as positive, but most notably it received the least negative reviews of all the terms. Least-Favored Terms • “Carbon Valorization” (19%), “Carbon Mining” (19%), and “Carbon Upcycling” (12%) were the least favored terms. • Many respondents make clear in their comments that “mining” too closely resembled the description of environmentally damaging resource removal, and/or that it incorrectly described the process of carbon capture. • “Valorization” is not a widely used term in general and is likely unfamiliar to many respondents. • “Upcycling” is somewhat vague, and may suggest the upward release of carbon into the atmosphere. • We are also surprised by the relative unfavorability of “Carbon Removal” and “Circular Carbon.” Perhaps the former simply doesn’t do enough to emphasize the transformational aspect of the sector, and the latter speaks more to an aspirational system rather than to any specific procedural mechanism at work.PDF Image | Xprize Carbon Communicating Value CO2
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