Net zero policy disrupted our sector

The Government Shift

Supply side regulation to phase out fossil fuel technologies and accelerate clean alternatives

What it meant commercially

A shift to clean products that consumers weren’t ready to buy. Consumers confused about what would happen, and when. Increased capex costs to make our own operations compliant. Lack of clarity on timelines made decision making challenging.

The Plan

• Internal alignment on where there was commercial risk and where there was opportunity

• Competitor and ecosystem assessment to anticipate their likely response to customers and Government

• Market research to better understand likely demand scenarios and impact for the business and the sector

• Establishing a strong lobbying position to emphasise the need for Government to address demand as well as supply

• Execution of a strong public affairs campaign

• Secured government reassessment and ultimately demand stimulus measures, implemented in legislation

Taking a Holistic View

• Forcing the ExCo to confront cannibalisation risk that the regulation exposed

• Aligning customer marketing and corporate affairs to ensure consistent messaging

• Joint working group of strategy, HR and corporate affairs

• CEO led project with repeated ExCx engagement to build awareness and support