The energy sector is creating a myth that individual action is enough to address climate change, University of Sydney research claims.

Analysis of hundreds of public reports and media releases from the Australian energy sector identified a common story of the "net-zero hero" – a consumer who, through careful choices, becomes a champion in the fight against climate change.

"Our research found this idea was constantly perpetuated by players across the energy sector," said Associate Professor Tom van Laer from the University of Sydney Business School. "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.

"If they can just understand, monitor and manage their energy consumption, they can really make the difference. It’s a nice story, but it ignores the bigger picture of the corporate and regulatory changes that are essential to address this issue."

Associate Professor van Laer is an expert in how storytelling can influence actions and decisions. He analysed material published between 2015 and 2022 on the websites of 44 Australian energy market players, including energy providers, non-government organisations and policy makers. His findings have been published in the Journal of Public Policy & Marketing.

"These narratives seem aspirational, but without adequate support systems, consumers may struggle to fulfil the role of net-zero hero," he said. "There is a risk that the overwhelming responsibility placed on individuals could lead to feelings of helplessness and disengagement, rather than empowerment."

Among developed nations, Australia has the highest per-capita emissions (14.51 tonnes/capita), followed by the United States (13.64). Australia’s energy sector produces 47.3 percent of these emissions. Internationally, industry is the largest user of energy, burning more than one-third of global fuel.

Associate Professor van Laer said the sector was creating a "mythical market" made up of small-scale energy consumers, in which everyone makes an equally significant contribution to total emissions.

"In shifting responsibility for net-zero emissions to consumers, we risk minimising the accountability of larger entities that have a more substantial impact on the environment. We reduce pressure on industries and governments to implement more comprehensive environmental policies and structural change," he said.

"Instead of placing an unrealistic burden on consumers, we must address the systemic changes needed for genuine environmental impact."

Research: Tom van Laer and Morgan E. Smith, ‘Responsibilizing the Net-Zero Hero? Creation and Implications of a Tragic Subject Position’ (Journal of Public Policy & Marketing) DOI: 10.1177/07439156241300997