As regulation and general cultural trends head towards a net-zero world, the question is raised as to why some companies and investors may be slower to react than others. Our brains have a predisposition to perceive information through a filter of personal experience and preferences; therefore, ‘rational’ decisions may be overlooked in preference to more familiar or automatic thinking. In the context of climate change this means that we may have some bizarre reactions to the risks we face and the solutions we adopt. In this talk, we will explore: the underpinning psychology how identifying biases can facilitate the journey to net zero some examples of the unusual reactions to the climate crisis approaches for challenging these biases, both internally, with clients and with consumers how the actuarial profession can provide stewardship in this area.