In this week’s episode Imogen talks to Ruban Yogarajah, a Sustainability Partner at FGS Global - a stakeholder strategy firm helping companies and climate groups win support for the energy transition. They discuss why enthusiasm for "net zero" is declining, the messaging crisis that is undermining the clean energy transition and the need to rebuild public trust. 00:00 - Introduction: The Net Zero PR problem 02:01 - Who is Ruban and what does FGS Global do? 04:46 - What the UK public really thinks 06:46 - Why "net zero" doesn't work as a term 09:17 - Perception vs reality on climate costs 11:35 - The messy middle: Transition economics 14:25 - Reframing costs and making them tangible 16:35 - Energy security as a winning message 20:45 - Who should deliver these messages? 23:02 - Learning from EVs and practical technology adoption 27:05 - Local opportunities and green jobs 30:25 - Rebranding and new language 33:15 - Energy security vs fossil fuel myths 37:10 - Fighting misinformation 40:30 - Quick advice for different industries 43:54 - Final thoughts Why not come and join us at our next Everything Electric expo: https://everythingelectric.show Check out our sister channel Everything Electric CARS: https://www.youtube.com/@fullychargedshow Support our StopBurningStuff campaign: https://www.patreon.com/STOPBurningStuff Become an Everything Electric Patreon: https://www.patreon.com/fullychargedshow Become a YouTube member: use JOIN button above Buy the Fully Charged Guide to Electric Vehicles & Clean Energy : https://buff.ly/2GybGt0 Subscribe for episode alerts and the Everything Electric newsletter: https://fullycharged.show/zap-sign-up/ Visit: https://FullyCharged.Show Find us on X: https://x.com/Everyth1ngElec Follow us on Instagram: https://instagram.com/officialeverythingelectric To partner, exhibit or sponsor at our award-winning expos email: commercial@fullycharged.show Everything Electric FARNBOROUGH - Farnborough International - 11th & 12th October 2025 Everything Electric MELBOURNE - Melbourne Showgrounds 14th, 15th & 16th November 2025 Everything Electric SYDNEY - Sydney Olympic Park 6th, 7th & 8th March 2026