Welcome: we’re so excited you’re 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.

Treat this document as you would a cookbook – we’ve written it so you can dip in and out of chapters, take inspiration from various bits, put it down, and come back to it down the line. For us, this is just the beginning. We’re hoping to update this document regularly based on your feedback, contributions and ideas. We’d love your thoughts on what’s good, what’s missing and how we can improve via this quick optional survey.

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