LONDON — Rishi Sunak needs all the help he can get selling his green vision to the British public.

The U.K. prime minister reckons Britain can hit its headline climate goal — net-zero carbon emissions by 2050 — in a way which “brings people with us.” That’s easier said than done, as some European leaders have found at their peril.

But contract documents reviewed by POLITICO show Sunak’s government is now on the hunt for the right messengers on hot-button issues from convincing homeowners to overhaul their heating systems to getting buy-in for more electricity pylons.

The Department for Energy Security and Net Zero has tapped up a consumer insights firm to identify “trusted messengers” to carry Sunak’s green message to voters.

Researchers on the contract, worth around £80,000, will be asked to establish exactly who can be trusted to make the case for the contentious issues at the heart of the U.K.’s green overhaul.

In doing so, they might have to look some way beyond Westminster.

Veteran environmentalist David Attenborough is the most trusted figure with the public to discuss climate change, according to 2021 polling by the organization Climate Outreach, followed by fellow TV conservationist Chris Packham — then Prince William.

Public trust in politicians to share climate information is far lower. Sunak sits third from bottom of the table. 

And the prime minister’s plans have already got both barrels from one of those campaigners identified by Climate Outreach.

“Rather than pay ‘trusted messengers’ to greenwash your collapsing climate policy for the public, perhaps listen to the scientists & your own Climate Change [Committee] and start taking this crisis seriously,” Packham posted on Twitter/X on Monday afternoon, after POLITICO’s initial story was published.

Basis Research, a consumer insight firm, won a government contract for the work at the end of January. The company was contacted for comment but declined the opportunity.

It comes as politicians fret over public buy-in for net zero policies, some of which require big changes in consumer behavior, including switching out dirty gas boilers for cleaner heat pumps. Energy Secretary Claire Coutinho previously told POLITICO politicians must brace for “difficult” conversations with voters about the changes brought with the green switch. 

A spokesperson for DESNZ said the research would help “inform future policy engagement, so that clear communication is shared with audiences to help them understand what government support and advice is available.”

Asked whether Attenborough, Packham or the now Prince of Wales might feature in future campaigns for government climate policies, DESNZ said they had nothing more to add.

Additional reporting by Charlie Cooper.

This story was updated on 26 Feb. to add Chris Packham's response to the initial reporting.