A new paper in the journal Nature Climate Change calls on governments and policy makers to focus more on building public opinion, and not just presenting economic arguments when introducing carbon pricing mechanisms. The paper by D. Klenert, L. Mattauch, E. Combet,  O. Edenhofer, C. Hepburn, R. Rafaty & N. Stern, adds to recent calls for appropriate revenue use, suggesting that earmarking revenue from a carbon tax for specific spending, including as a direct return to taxpayers, could play a powerful role in creating and implementing policies to close the gap between actual carbon prices and those required to achieve ambitious climate action. For more information and to access the paper, visit the Nature Climate Change website.