Government and other communicators should: A1. Provide simple guidance. Create a central, easy-to-use and tailored information hub to inform citizens on what they can do, and how, to reduce their carbon footprints. Our data show that a clear majority want to act, but most don’t know what steps would make the biggest difference or how to do them. Include a clear ranking of actions, articulate Government plans for Net Zero, provide helpful tips and guides, highlight co-benefits such as reduced energy bills and improved health, and signpost to all relevant support.