Energy sector's net-zero heroes narrative shifts blame to consumers

The energy industry is spinning an inspiring tale where individual consumers are cast as net-zero heroes, single-handedly taking on climate change by switching off lights, buying eco-friendly gadgets, and installing solar panels. However, according to a new study from the University of Sydney, this narrative conveniently downplays the critical role of industry and government in implementing large-scale, systemic changes. By focusing on consumer behaviour, energy companies create a feel-good myth that distracts from the fact that they, along with policymakers, hold the lion's share of responsibility. With Australia leading the pack in per-capita emissions and the energy sector contributing nearly half of those, the question lingers: is this narrative empowering individuals or setting them up for failure? Is this strategy a clever distraction from corporate accountability, or a genuine call to action?

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