Zeronomics highlighted the critical role of finance in the greatest corporate challenge ever undertaken: decarbonisation.


Working with Standard Chartered, Man Bites Dog developed ‘Zeronomics: Financing the transition to a net-zero world’. This campaign positioned Standard Chartered as a thought leader by highlighting the critical role of finance in the greatest challenge ever undertaken: decarbonisation. We identified a new angle – the economics of transition to a net-zero carbon world and invented a new term to encapsulate it – Zeronomics – creating a unique platform to promote the bank’s sustainable finance capability.  

Zeronomics highlighted the risk of a “lost decade” as companies postpone action on climate change and revealed that 55% of corporates are not transitioning fast enough to reach net zero by 2050, with insufficient finance the greatest barrier and the most significant transition capital shortfall occurring in emerging markets. 

report finding views
pieces of positive media coverage
in 21 countries
video views
tier one media hits

B2B Marketing Awards 2021

Best Corporate Decision-Maker 
Targeted Campaign

CorpComms Awards 2021

Best International Campaign
& Best Sustainability Initiative

PRCA City and Financial Awards 2022

Best Corporate Brand Campaign
Best Banking Campaign


Man Bites Dog and Standard Chartered have won 5 awards for Zeronomics, including Best Sustainability Campaign and Best International Campaign in the CorpComms Awards.

After scooping B2B Marketing’s Best Corporate Decision-Maker Targeted Campaign, Man Bites Dog CEO, Claire Mason, sat down with David Rowlands, Head of Content at B2B Marketing, to discuss the thinking behind Zeronomics, and share how Man Bites Dog develops global thought leadership to help business brands mobilise change.

Read the B2B Marketing Case Study to learn more about how Man Bites Dog and Standard Chartered created a stand-out story, developed pioneering new research and transformed it into engaging assets to engage stakeholders across the world.

You can also listen to Claire’s full interview on The B2B Marketing Podcast, and learn more about the Zeronomics findings by downloading the report here.

Download the B2B Marketing Zeronomics Case Study

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