Finding a Common Language for Carbon Dioxide Removal

Pollution removal is moving from the margins to the mainstream. Projects across the world are proving the potential of carbon dioxide removal (CDR), but reaching scale will require more support from policymakers, private investors, and the public.

Right now, public understanding is lagging. In the US and UK, about half of adults have heard the term “carbon dioxide removal”–but only one in six say they’ve heard much about it, and even fewer understand its connection to reducing pollution. This knowledge gap is both an opportunity and a risk. If the hundreds of stakeholders across the CDR space align, a clear, consistent story could build trust and drive support. But if the story of CDR remains undefined, misinformation and misunderstandings could fill the space.

In partnership with The Carbon Business Council, a coalition representing more than 100 carbon management organizations, we conducted a large-scale public opinion study across the US and UK to learn what people currently think about CDR and what narratives improve understanding. We’re delighted to share key takeaways below, and you can access the full report here.

If you give people a brief introduction to the topic, 2 in 3 support government action to accelerate CDR deployment, and view companies that invest in it favorably. An additional ten percentage points of support can be unlocked with the right message, and our testing revealed four simple components to a winning frame:

1. Make pollution the problem. Rather than leading with climate, economic, or technological frames, begin with the simple fact that there’s too much carbon dioxide pollution in the air. Position CDR for what it is: pollution removal.
2. Make balance the solution. If carbon pollution has unbalanced Earth’s natural cycles, the logical solution is to restore them to a healthy balance by reducing that pollution.
3. Link climate & co-benefits. Economic benefits may play a critical role for some key stakeholders—but for maximum effect, combine economic benefits with climate change frames.
4. Confidently share stories of success & collaboration. The best way to build public trust in these emerging techniques is to speak up, cite success stories, and emphasize cross-sector collaboration.