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12 COMMUNICATING THE VALUE OF CO2 RESULTS AND DISCUSSION Many respondents felt that messaging should emphasize the economic potential of the sector, pointing to existing successes and the potential for these technologies to compete with incumbent technologies on economic terms (Figure 10). These respondents suggest that the climate change narrative has not and will not be an effective driver of investment or growth in the sector: “This has to be spoken about in positive economic terms: saving the planet won’t cut it.... Economies respond to opportunities for growth.” “Our ability to tap into, refine, and increase the value of ubiquitous resources has increased our quality of life for centuries. Carbon dioxide utilization represents that next opportunity.” “Dislike the normative statements that threaten we can’t solve climate change without CO2 removal. Fear hasn’t worked yet. Some argued for a measured messaging strategy, cautioning against overselling the capabilities or potential of the sector: Emphasize that this is not the silver bullet but a necessary component of any reasonable strategy for abatement.” “Messages need to be more realistic in tone and should not oversell CCUS.” “Add the word ‘potential’ to any future market or market value. Otherwise, the message is corrupted and not believable.” One response stood out for its take on how to reposition CO2 as an asset rather than a waste product: “It would seem counterintuitive to use a molecule that we normally associate with damage to our environment for positive purposes. But it is indeed possible, imminently achievable, and absolutely necessary. We can use this pollutant to help solve the very crisis it has created.” Another addressed the positive aspects of the construction materials subsector: “Using carbon in industrial processes can actually make products better. I am thinking in particular of concrete cured with CO2, which comes out stronger than concrete cured in air.”PDF Image | Xprize Carbon Communicating Value CO2
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