The idea that decarbonisation is inherently elitist is a myth, peddled largely by political figures who have shown little concern for deprived communities in any other context, and who ignore the fact that without a net zero transition it is the very poorest globally and domestically who will suffer most severely.
But like all effective myths, it is founded on a kernel of truth: namely that under successive governments, political decision-making has felt remote and unaccountable, the rich have got richer, and life for a great many of the rest of us has grown harder.
Of course we are jumping on this, but we are jumping on it because we think its a real issue, said Benny Peiser, director of the GWPF, when I questioned him about the organisations shift in focus.