Net zero is the opportunity of the century.
So why don’t we sell it like one?
It isn’t just about technology and policy anymore. It’s about people. The energy transition will be won – and sold – at an individual and household level. That is the challenge Arc is built to solve.
Deterministic engine · Every source cited · No black box
84% of Britain is still on the wrong side of the chasm.
That is not a barrier. That is the market.
Rogers, 1962 – solid is behind us, dashed is the job.
The technology works.
Heat pumps, solar, batteries, electric cars – all proven, all installed, all in service today.
The economics work.
The independent Skidmore Review put net zero at around 2% extra growth, and up to £6,000 a year saved per household by 2050.
The biggest shake-up in 200 years.
The energy market is transforming – most people just don’t know it yet. Home heating, the driveway, the meter, the bill. All being rewritten at once, and barely marketed.
The missing intelligence.
Who is ready now, who could be, and how to get them there. That knowledge doesn’t exist yet. We’re building it – the Arc Index. See where it is heading →
No labels, no black box – a distribution and the working, every time.
The evidence says this is a marketing problem.
of the market has already engaged – the appetite is real
More in Common, 2025
adults in Britain’s largest single segment
More in Common, 2025 · ONS mid-2023, 18+
the share still to win, beyond the chasm
Rogers, 1962 · Moore, 1991
Persona Builder
Describe a customer in plain English and get their brief – what moves them, what repels them, the words to use and lose.
Profile a customer →Message Lens
Paste a proposition and see which parts of the country can hear it – and the language working against you.
Test a message →Market Map
Five home-energy categories, cited: who is open to what, and the segments everyone overlooks.
Map a market →Readiness, category by category.
Household-level propensity: who is ready, on what, and the line that lands. A future build, and we are open about that.
See the ambition → Working on the same problem? We should talk.
Arc is the professional toolset built off the back of the Green But Not Heard project. Heatday, Solarday, EV.day, and MyGreenPrint help consumers find their realistic position – and their findings feed the Arc dataset, making the segmentation sharper over time.
Green But Not Heard · greenbutnotheard.comMarketers and communicators, business leaders, and policymakers – each with their own route through. See your route →