In the NetZeroCities Opinion Series, leading voices at the forefront of urban transition share personal perspectives on the pivotal issues shaping Europe's journey to climate-neutral cities. In this first article, Joanna Kiernicka-Allavena, Deputy Director of NetZeroCities, examines why climate transformation requires more than robust strategies, and why understanding people may be the most important challenge cities have yet to address. People hold contradictory values simultaneously. They respond to the same information differently depending on who delivers it, and in what moment of their lives it reaches them. They are moved by things that have no place [...]