I'm guessing that, like me, you may have noticed that pledges by cities, companies and countries to cut their climate-changing emissions to net-zero by 2050 - or earlier - are surging.

The Oneworld alliance of airlines - whose 13 members include American Airlines and British Airways - became the latest in recent days, saying it would meet a 2050 net-zero goal by, for instance, flying more fuel-efficient planes, developing greener fuels, slashing use of throw-away plastic and offsetting emissions by planting trees.

In the rush to net-zero, however, what's key is whether the focus is more on "zero" - slashing your own emissions - or "net" - paying to cut emissions elsewhere - something researchers say doesn't always work.

Trees planted to compensate for your flight, for instance, might die from drought, fall victim to forest fires or be illegally cut before they reach their full carbon-sucking potential, making offsetting a less certain way of reducing emissions.

That means finding ways to actually cut emissions - and scaling up what works, fast - are crucial. 

One route may be pairing up corporate giants and nimble start-ups, with the smaller firms testing out ideas and their bigger partners rolling out the best widely, with both benefiting.

And efforts to cut emissions need to be fair, said members of a British citizens' assembly set up to advise their government on how to meet the country's own net-zero-by-2050 goal.

They, for instance, rejected limits on travel by air or road - but wanted a swap to electric cars, and taxes on those who fly often and far.

One key to winning broad support for lowering emissions, they said, is making sure everyone understands the options - and the risks of inaction.

That requires smarter education and a rethink of largely failing efforts to communicate climate change risks and opportunities.

Want a crash course yourself? Don't miss this wonderful film we've made, which takes you to the homes of youth climate activists around the world, who are seeing the risks up close, from the Marshall Islands to wildfire-hit California.

See you next week!

Laurie

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