New research from the University of Sydney reveals that the energy sector is perpetuating a myth that individual action alone can solve the climate crisis.
The study, published in the Journal of Public Policy & Marketing, analysed hundreds of public reports and media releases from the Australian energy sector between 2015 and 2022.
Associate Professor Tom van Laer from the University of Sydney Business School, who led the research, found that energy companies consistently promote the idea of a “net-zero hero” — a consumer who can significantly impact climate change through personal choices.
“Our research found this idea was constantly perpetuated by players across the energy sector,” said van Laer.
“If consumers buy the right car, switch off their appliances, use off-peak hot water, install solar panels – you name it – then they can play a key role in saving the planet.”
However, van Laer argues that this narrative ignores the crucial role of corporate and regulatory changes in addressing climate change.
The study suggests that this focus on individual responsibility could lead to feelings of helplessness and disengagement among consumers, rather than empowerment.
The research highlights a concerning trend, especially given Australia’s high per-capita emissions.
Among developed nations, Australia has the highest emissions at 14.51 tonnes per capita, with the energy sector responsible for 47.3 per cent of these emissions.
Van Laer warns that this approach creates a “mythical market” of small-scale energy consumers, potentially minimising the accountability of larger entities with more substantial environmental impacts.
“We reduce pressure on industries and governments to implement more comprehensive environmental policies and structural change,” he explained.
The study calls for a shift in focus from individual actions to systemic changes.
Instead of placing an unrealistic burden on consumers, van Laer emphasises the need to address the broader structural issues required for meaningful environmental impact.
This research comes at a critical time when global efforts to combat climate change are intensifying.
It underscores the importance of holding larger entities accountable and implementing comprehensive policies to achieve significant reductions in greenhouse gas emissions.
As the world grapples with the urgent need for climate action, this study provides valuable insights into the narratives shaping public perception and policy.
It challenges both the energy sector and policymakers to reconsider their approach to climate change mitigation, emphasising the need for collective, systemic solutions rather than relying solely on individual consumer behaviour.
