Hearts & Minds: Is Tony Blair sending the ‘wrong message’ on Net Zero?

When he was prime minister, Tony Blair was the comms master. Aided and abetted by Alastair Campbell, nobody did it better. We will park Iraq as an aberration.

So, it comes as a surprise to see him accused of ‘sending the wrong message’ on net zero. Climate experts and politicians have queued up to criticise Blair for saying a strategy that relies on rapidly phasing out fossil fuels is ‘doomed to fail’. The genius, it seems, is losing his touch.

His argument is that the political case for net zero is stalling and that governments should prioritise ‘realistic’ climate targets, which include greater emphasis on adapting to a warmer world and use of technology-based solutions. Not one for ignoring public opinion, Blair made his claim, via his Institute for Global Change, after a YouGov poll found that a substantial majority of people, 61%, support government commitments to cut carbon emissions to net zero by 2030. Further proof, seemingly, he has lost it.

Former World Bank chief Nicholas Stern said the Blair report was ‘muddled and misleading’. More progress was being made around the world to decarbonise than suggested. He feared other countries would follow Blair’s lead and become less committed.

Where Blair came unstuck is that today, there is less room for grey, everything is viewed through the prism of black or white. Attempt to explain and rationalise can backfire. Instead, readers and listeners will be selective.

Lady Brown from the Climate Change Committee said as much when she voiced concern that ‘people might take away a message from the report that we should do adaptation instead of mitigation, and that is absolutely the wrong message.’

Taking away a message is not the same as understanding the overall message and conclusion and the reasoning that got you there. Lady Brown is right: people only see and hear what they want to see and hear, the rest is ignored or dismissed.

This presents not only Blair but CEOs and their comms teams with a problem. By all means go into detail and produce an orderly analysis but ensure is accompanied by short, clear, firm statements - that leave no room for doubt. If it cannot be summarised succinctly, think again. Remember, that sub-clauses and qualification do not work, they will not form part of that crucial takeaway.

Sir Keir Starmer said Blair was ‘absolutely aligned’ with the government. He got it, even if others will not.

Chris Blackhurst is one of the UK’s foremost business journalists. He was previously Editor of The Independent and City Editor of the Evening Standard.