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COMMUNICATING THE VALUE OF CO2 11 MESSAGING We have observed a range of key messages used in communications for this space, including “solving climate change,” “creating economic opportunity,” “transforming a liability into an asset,” and “creating a new carbon economy.” Growing this space will require tuning our messages to our audiences, clarifying the fundamental problems we are trying to solve, and communicating the impact of those solutions. For instance, when we talk about CO2 as a feedstock for materials and products, is the primary interest in tackling climate change by reducing anthropogenic CO2 emissions? Or is it primarily in the economic opportunity inherent in harnessing an abundant and cheap carbon feedstock, with reducing emissions as a secondary benefit? Or something else? Understanding which messages resonate with broader audiences is crucial to clarifying the value proposition for investors, policymakers, and innovators, and for growing this space. KEY TAKEAWAYS Messages that focus on climate change and economic opportunity are both viewed positively, but the latter are favored over the former. Many commentators argued that both messages should be emphasized simultaneously.PDF Image | Xprize Carbon Communicating Value CO2
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