New polling sheds light on public understanding of carbon dioxide removal in the U.S. and U.K.
Launched at Carbon Unbound Europe, the findings highlight opportunities to strengthen public awareness and support across carbon removal pathways.
October 22, 2025 — London, UK — Today at Carbon Unbound Europe, the Carbon Business Council and the Potential Energy Coalition presented insights from new polling research in the United States and the United Kingdom, examining baseline awareness and how to communicate carbon dioxide removal (CDR) more clearly and effectively.
The research explores how people understand CDR, which messages build the most support, and what language helps connect the issue to everyday priorities like jobs, innovation, and environmental restoration. The goal: to understand messaging and knowledge gaps and ground cross-sector engagements in real perceptions, not assumptions.
We conducted two national surveys, with a representative sample of more than 5,000 people in the U.S. and 6,000 people in the U.K. Key insights across the U.S. and U.K. include:
Awareness of CDR remains limited: only 44–51% of respondents recognized the term, and just 15% say they’ve “heard a great deal” about it.
Despite that, support for taking action is high: about two-thirds of respondents in both countries favor immediate efforts to accelerate CDR deployment. 70% of respondents in the U.K. and 63% of respondents in the U.S. support government action to accelerate the deployment of CDR.
Confidence in carbon removal is strong but not yet universal: Between 55 and 62% of people view CDR as “already or mostly proven,” “a good use of money,” and “very safe or pretty safe.”
Messengers matter: Scientists and CDR-focused organizations are seen as the most trusted messengers, while governments and corporations are expected to fund the work rather than lead communications.
And so does the message: Messages that link economic benefits with environmental restoration resonate most. Terms such as “carbon dioxide removal” and “carbon management” outperformed alternatives.
“Scaling carbon removal requires effective narrative building, ” said Ben Rubin, Executive Director of the Carbon Business Council. “This research gives us a clearer picture of how to talk about carbon removal in a way that’s accurate, relatable, and grounded in public values.”
“Words matter,” said Will Howard, Head of Insights and Advisory Services at Potential Energy Coalition. “Especially for an emerging sector like carbon dioxide removal where baseline audience knowledge is low, choosing the right language to introduce these complex topics can have a significant impact on the public’s level of support.”
The polling insights were unveiled at the main stage of Carbon Unbound Europe, Europe’s preeminent convening for carbon removal with more than 400 experts in attendance.
These findings are part of an ongoing partnership between the Carbon Business Council and the Potential Energy Coalition, and form the foundation for an upcoming CDR Messaging Guide, to be published soon. The guide will provide practical guidance and tested language for organizations working to scale carbon removal. To receive the guide upon release or to get involved, share your contact details.
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About the Carbon Business Council
The Carbon Business Council (CO2BC) is a coalition representing more than 100 carbon management companies across all major pathways who are united to build a more prosperous planet. Our coalition accelerates market development across sectors and continents through ecosystem building, policy engagement, and public affairs.
About Potential Energy Coalition
Potential Energy is a nonprofit marketing firm driving public demand for climate solutions. Leveraging deep analytics and creative storytelling, Potential Energy connects with people on a human level to tip the balance on the solutions that will dramatically accelerate the energy transition. Our campaigns are backed by extensive audience research, yielding data-driven insights that shift the climate narrative to win the fights that matter. Founded in 2018, Potential Energy has a track record of transformative campaigns that capture audiences and mobilize support for climate solutions. Learn more at potentialenergycoalition.org.
Media Contact
Sasha Chebil, Director of Communications, Carbon Business Council sasha.chebil@carbonbusinesscouncil.org
