A recent study reveals that the narrative of the ‘zero-carbon hero’ tends to unfairly attribute climate responsibility to individuals. By highlighting individual efforts, such as installing solar panels on rooftops and buying electric cars, this view can demoralize in the face of structural issues that require the active involvement of businesses and governments. Indeed, electricity generation and industry are among the main emitters, and individuals may feel powerless without a strong political framework to support their individual actions.
A study from the University of Sydney examines the myth of the “zero-carbon hero”, which involves placing the responsibility for combating climate change on individuals through actions such as installing solar panels on rooftops or purchasing electric vehicles. According to the study, while these heroic figures may encourage some to act, they often overlook the crucial role that the energy sector should play in reducing emissions. This narrative, rooted in many industrial and political initiatives, minimizes the significant share of responsibility that businesses and governments should assume. Ultimately, focusing pressure on consumers, without emphasizing the importance of systemic support, could lead to feelings of powerlessness rather than motivation.
the limits of the ‘zero-carbon hero’ narrative
Campaigns promoting individual behaviors such as installing solar panels on rooftops or buying electric vehicles are often presented as essential actions in the fight against the climate crisis. This narrative strategy could reinforce the idea of a “hero” who can, through their own actions, save the planet. A study conducted by the University of Sydney questions this narrative, highlighting that the energy sector uses this rhetoric to deflect responsibility from businesses and governments onto individuals.
the influence of narratives on public perception
The story of “climate heroes” fits into a tradition where industries redirect environmental responsibility. Since the 1970s, the beverage industry has encouraged recycling, placing waste management on the shoulders of consumers. Today, the idea of the “zero-carbon hero” is widely prevalent in public reports and press releases from energy companies. This encourages people to take actions such as using more efficient appliances or electrifying their homes without highlighting the limitations in the face of the need for systemic change.
the effects of heroic narration on engagement
By valuing isolated individual actions in the fight against climate change, this narrative can paradoxically lead to feelings of powerlessness and disengagement. Traditional hero narratives include helpers and allies, emphasizing the importance of collective action. The role of governments and businesses must be further highlighted to avoid placing an undue burden on individuals. Those who wish to take personal action should not feel helpless but should contextualize their efforts alongside industrial and political actions for a real impact.
