Hero figures can motivate others to follow suit but a University of Sydney study suggests the way the energy sector shapes this narrative sets individuals up to fail.
Study co-author and Associate Professor at the USYD Business School, Tom van Laer, said the "net zero hero" story could be understood as the latest evolution in a long history of industry shifting environmental responsibility onto individuals.
Recycling of drink containers is an action individuals are urged to take, rather than a company. (James Ross/AAP PHOTOS)
The beverage industry was early to the game, promoting recycling to shift the burden of waste disposal onto consumers in the 1970s.
Assoc Prof van Laer said the net zero hero narrative was prevalent in the many public reports, press releases and documents published by energy companies and policymakers.
"These include encouraging behaviours like turning off unneeded appliances and upgrading to more efficient ones, framed as crucial personal contributions towards broader emission reduction goals," he told AAP.
"However, such promotions often downplay the sector's own significant role in reducing emissions."
Electricity generation is responsible for close to half of Australia's emissions, based on 2021 International Energy Agency estimates, with transport and industry also major emitters.
The researchers say tangible corporate and government actions are needed to decarbonise. (Lukas Coch/AAP PHOTOS)
Assoc Prof van Laer said individual climate warriors could be motivational and had helped drive a number of grassroots movements.
But when individuals are put on a pedestal in the absence of tangible corporate and government policies to decarbonise, these narratives can breed feelings of helplessness and disengagement rather than empowerment.
The study cited a plastic bag ban in Chile as an example of putting the burden on the consumer without appropriately acknowledging the systemic, market-wide change needed to move the needle on waste.
"Consumers don't fall for that kind of scheme," Assoc Prof van Laer said.
"They're like, well, you know, if you're not doing anything, why should we?"
The study says focussing on personal climate action can create feelings of helplessness. (Jono Searle/AAP PHOTOS)
After analysing hundreds of documents, the researchers want the energy sector to recognise that heroes don't usually act alone.
The typical hero's journey recognisable from books and films involves an individual facing insurmountable odds that are overcome with the help of friends and allies.
In the context of the energy market, story-telling should emphasis the role of companies and governments alongside individuals, the researcher said.
"At the moment, it's not presented that way," he said.
"It's like 'you, consumer, you can do this on your own and then we will fall in line, we companies'."
"And that's a very tough sell."
Assoc Prof van Laer said those wanting to take individual action should not feel disempowered but recommended contextualising efforts to electrify homes or install solar alongside the role of industry and government.
