We need to steer industry towards impact and authenticity in its approach to product and service proposition design, and away from greenwashing and the ‘weaponisation’ of green in a way that cuts across our collaborative ethos. We need to gain a deeper understanding of consumer motivations beyond cost savings, which may include self-sufficiency, social status and energy security. This will help us to create narratives that inspire positive behaviour change and cut across some of the more politically charged aspects of the climate debate.