The energy transition isn't stalled by technology. It's stalled by marketing. A new book by Mat Moakes on why climate communication is failing and how to fix it. Launching 28 September 2026.
Green But Not Heard: Why Net Zero Is a Marketing Problem (And How to Fix It). The book that argues the energy transition needs marketers, not just engineers.
The core arguments: why Net Zero is a marketing problem, the attitude-behaviour gap, consumer segmentation, and what Oatly and Tesla got right.
Mat Moakes is Chief Commercial Officer at one of Britain's largest energy companies. He was founding CEO of heycar and founder of Local Heroes, and has spent twenty years solving customer problems in new ways across energy, automotive and home services. His first book, Green But Not Heard, argues that decarbonisation is no longer a technology problem. It's a marketing one.
Free tools for an honest view of what suits your home. EV.day electric vehicle suitability, Solar.day solar and battery assessment, Heat.day heat pump suitability, and the MyGreenPrint energy profile quiz.
Mat Moakes speaks on the energy transition, consumer behaviour, and why Net Zero is a marketing problem. Available for keynotes, panels, and workshops from October 2026.
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Get in touch with Mat Moakes about Green But Not Heard. Speaking enquiries, press, partnerships, and general contact.