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20 COMMUNICATING THE VALUE OF CO2 CONCLUSIONS AND CALLS TO ACTION We launched this survey to explore the terminology, messaging, perceptions, challenges, and opportunities of this space. Our hope was that by polling members of the community, we could gather and share data that sharpened conversations about how to grow and enhance this space. We also see an opportunity to use these results to articulate and motivate concrete actions and next steps for the community. Each of these calls to action is an opportunity for leadership and collective action in the community. Go Deeper to Clarify Terminology, Messaging, and Perceptions The lack of consensus over terminology remains a key problem that we believe should be addressed as soon as possible. Use of language that does not resonate with audiences outside of core experts will be a barrier to growth in this space. If one term is not the best fit to communicate with all audiences, we should assess this with more in-depth focus-group testing, and clearly articulate how the various terms are related (e.g., Does “Carbon Capture” include making products from waste CO2? Does “CCUS” include “direct air capture”? Does “CO2-Based Products” include carbon capture technology, or is it restricted to materials synthesis and manufacturing?) An in-person convening of sector experts joined by marketing and branding experts outside this space could be a good start. Emphasize Links Between Renewables Development and CO2 Transformation Respondents identified renewables as the most important sector focus for public and private support over the next 10 years. They also felt that the conversion of CO2 into products should share second priority with energy storage and efficiency. This suggests that this space is not a competitor to renewables, but is in fact complimentary. Our community needs to become more effective at communicating this point. The promise of realizing meaningful CO2 emissions reductions by using CO2 beneficially, using climate neutral or climate negative technologies, almost certainly requires low carbon or zero-carbon footprint electricity and hydrogen. The renewables revolution could actually underpin a CO2 utilization revolution. We need to tell that story among policymakers, media, capital providers, and innovators who are active or interested in this space. Connect with Parallel Communities in China and India The overwhelming majority (95%) of respondents are based in either Europe (35%) or North America (60%). Europe was perceived to be the region most active in this space to date, with North America close second; the U.S. and Canada were perceived to have the most activity on a country-by-country basis. Is this because Europe and North America are truly the centers of activity? How much of this result is due to lack of professional relationships and contacts in Asia, or to lack of Asian respondents? We suspect that all may be true, the latter two especially so. China and India are regions with ambitious industrial developmentPDF Image | Xprize Carbon Communicating Value CO2
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