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Synopsis
The energy transition isn’t stalled by technology. It’s stalled by marketing.
For two decades we’ve treated Net Zero as an engineering problem to solve, a policy lever to pull, or a moral argument to win. None of it has worked at the scale we need. The technology exists. The policy is getting there. And yet most households still haven’t made the switch.
Mat Moakes argues the reason is hiding in plain sight: the energy transition is a marketing problem, and we’ve been doing it badly. We’ve segmented the market lazily, targeted the wrong people, and positioned the products in ways that turn off the audiences who would benefit most.
Drawing on behavioural science, brand strategy, consumer psychology and first-hand experience inside the energy industry, Green But Not Heard reframes Net Zero, not as a moral campaign but as a product launch on a national scale. It is practical, commercial, dryly funny in places, and politically neutral by design: a manual, not a manifesto.
The future of Net Zero will be won or lost at the kitchen table or in the local pub, not in the lab or in parliament.
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About the Author
Mat Moakes is Chief Commercial Officer at OVO Energy. His career has spanned commercial strategy, product and consumer behaviour. Green But Not Heard is his first book.
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Green But Not Heard (Paperback)
Published by
Troubador Publishing, Market Harborough, 2026
ISBN 10: 1806348683
ISBN 13: 9781806348688
New
Paperback
Seller: Grand Eagle Retail, Bensenville, IL, U.S.A.
Seller rating 5 out of 5 stars
Paperback. Condition: new. Paperback. The energy transition isnt stalled by technology. Its stalled by marketing. For two decades weve treated Net Zero as an engineering problem to solve, a policy lever to pull, or a moral argument to win. None of it has worked at the scale we need. The technology exists. The policy is getting there. And yet most households still havent made the switch. Mat Moakes argues the reason is hiding in plain sight: the energy transition is a marketing problem, and weve been doing it badly. Weve segmented the market lazily, targeted the wrong people, and positioned the products in ways that turn off the audiences who would benefit most. Drawing on behavioural science, brand strategy, consumer psychology and first-hand experience inside the energy industry, Green But Not Heard reframes Net Zero, not as a moral campaign but as a product launch on a national scale. It is practical, commercial, dryly funny in places, and politically neutral by design: a manual, not a manifesto. The future of Net Zero will be won or lost at the kitchen table or in the local pub, not in the lab or in parliament. The energy transition isn't stalled by technology. It's stalled by marketing. This guide shows how reframing our approach to net zero is the solution to a greener future. Shipping may be from multiple locations in the US or from the UK, depending on stock availability. Seller Inventory # 9781806348688
Stock Image
Green But Not Heard (Paperback)
Published by
Troubador Publishing, Market Harborough, 2026
ISBN 10: 1806348683
ISBN 13: 9781806348688
New
Paperback
Seller: AussieBookSeller, Truganina, VIC, Australia
Seller rating 5 out of 5 stars
Paperback. Condition: new. Paperback. The energy transition isnt stalled by technology. Its stalled by marketing. For two decades weve treated Net Zero as an engineering problem to solve, a policy lever to pull, or a moral argument to win. None of it has worked at the scale we need. The technology exists. The policy is getting there. And yet most households still havent made the switch. Mat Moakes argues the reason is hiding in plain sight: the energy transition is a marketing problem, and weve been doing it badly. Weve segmented the market lazily, targeted the wrong people, and positioned the products in ways that turn off the audiences who would benefit most. Drawing on behavioural science, brand strategy, consumer psychology and first-hand experience inside the energy industry, Green But Not Heard reframes Net Zero, not as a moral campaign but as a product launch on a national scale. It is practical, commercial, dryly funny in places, and politically neutral by design: a manual, not a manifesto. The future of Net Zero will be won or lost at the kitchen table or in the local pub, not in the lab or in parliament. The energy transition isn't stalled by technology. It's stalled by marketing. This guide shows how reframing our approach to net zero is the solution to a greener future. Shipping may be from our Sydney, NSW warehouse or from our UK or US warehouse, depending on stock availability. Seller Inventory # 9781806348688
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