The Marketing of Net Zero: How Wealthy Nations Are Turning Sustainability into Public Relations

In an era where climate change is at the forefront of global discussions, several affluent nations have begun to approach their net-zero emissions targets more as marketing strategies than as genuine environmental commitments. The term 'net-zero' has become a buzzword among these nations, symbolizing a pledge to drastically reduce greenhouse gas emissions by a specified date, often 2050. However, beneath this seemingly noble initiative lies a complex layer of public relations, aimed at enhancing national images while diverting scrutiny from actual emissions reductions.

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