Welcome: we’re so excited you’re here

Treat this document as you would a cookbook – we’ve written it so you can dip in and out of it, take inspiration from various bits, put it down, and come back to it down the line. We don’t see this as a “How to campaign” booklet, that’s been done many times already. We’ve tried to build a resource which will inspire and support you, by seeing how people are making change happen today.

For us, this is just the beginning. We’re hoping to update this document regularly based on your feedback, contributions and ideas. So, we’d love to hear about your work, and maybe include it as our next update, you can get in touch here.

We started this journey because we noticed lots of campaigns around the world are making real progress on climate change using the “net zero” concept. Which is interesting – because before the Paris Climate Conference in 2015, net zero was mostly talked about by long-term climate activists and scientists. Since then, it feels like it’s popping up all over the place, from corporate reports to government speeches.

To help keep up the momentum, we set about building this guide. We sought to understand and document how powerful activists are using the net zero concept to strengthen, focus and plan their campaigns. We came to it with a little skepticism because, let’s face it, there are so many terms, definitions and abbreviations thrown about in climate change circles. But as we built this guide, we became positively enthusiastic about how net zero can focus and guide our campaigning, helping to pile the pressure on those in power to make the right decision now.

As we’ve prepared this document we interviewed a lot of people.

Being an activist can be dangerous, so we’ve been careful to avoid putting anyone at risk by, in some cases, changing people’s names, and the name and/or location of their work.

This document is available in a variety of languages, including Indonesian, Portuguese, Spanish and English. We are working to get more languages included, so check for your language on the Attainable website or get in touch if you think we should provide a translation for your language.


All our research is available on this website in four languages. You can choose your language in the header, and using the small black box at the foot of the page. To start exploring this guide head straight to Chapter 1, here.

Or if you’d like to download the research as a pdf click one of the buttons below:

This document would not have been possible without the immense support, guidance and encouragement from dozens of people around the world. We are not able to thank them all, for safety reasons, but we’d like to warmly thank everyone who took their limited time and energy to share their thoughts, critiques and ideas. We are indebted to you. If you’d like to contact any of the contributors please get in touch with the Attainable team and we’ll do our best to connect you