Consumer influence and climate urgency It is easy to say ‘no’ and criticise something new, but this prevents progress. This is most visible in a policy setting when legislation is crafted out of fear of doing the wrong thing. Cleantech 1.0 missteps have resulted in policy frameworks with stringent criteria predicated on perfect solutions (which may not ever come into existence). But not everyone says ‘no’. Early adopters play a crucial role in the success of CCU technologies. Consumer brands that commit to sustainable practices and absorb initial costs can help scale these technologies. Their leadership can drive market adoption and make sustainable products more accessible. And early adopters are necessary. They are the ones who buy at a premium initially and then help drive down costs through economies of scale. For CCU technologies that are making products, you need the consumer brands to say, “I believe in this. I will pay a premium to help this scale.” LanzaTech calls these CarbonSmart brands – those with consumer bases who question where the carbon in their lives comes from. As the climate crisis becomes more apparent in everyday life, consumers are growing increasingly aware of the environmental impact of their choices. In 2024, consumer pressure is expected to drive more brands to offer sustainable products. Experiences of
sourced renewable energy is needed. Solar and wind will play a key part in providing renewable solutions for energy sectors and, when combined with carbon transformation technologies, they will help turn atmospheric CO 2 and sunlight into the building blocks for daily lives. Growing global consensus on cutting carbon emissions has led to government investments in renewable energy infrastructure, including countries with economies historically reliant on fossil fuels. For example, India, the Kingdom of Saudi Arabia (KSA), and Nigeria have all set ambitious targets to increase their renewable energy capacity by 2030. With myriad projects underway, these regions have the opportunity to accelerate reduction efforts by deploying carbon management technologies alongside renewables. Some of these countries have complementary initiatives to support CCU; for example, the KSA’s Ministry of Energy developed three years ago the Circular Carbon Economy National Program to guide public and private sector collaborations to achieve the four Rs of carbon management: Reduce, Reuse, Recycle, and Remove ( KSA MoE, 2022 ). As more countries prioritise renewable energy infrastructure, leaders must move quickly to capitalise on the momentum. If nations primed for green investments use this moment to rethink entire systems, the transition to a more sustainable global economy could speed up significantly.
Figure 2 ArcelorMittal’s CCU facility in Ghent, Belgium, employing LanzaTech technologies
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