Carbon Goals That Stick

Net Zero – it’s a buzzword that will soon become obsolete. In so many conversations around B-Corp and ESG, we’re hearing that the term net zero will soon be less impactful as the reality of climate change becomes common knowledge. No longer can your aims be reduced to a buzzword.

So if your carbon goal is to hit ‘Net Zero’ by 2030, there’s the potential you’re already behind the curve. Not to worry, we’ll support you in creating carbon goals that stick for you, your business and your community – no matter what that looks like.

Sustainability has been positioned as a box tick, a job to do, a task that must be completed. However, we’ve been banging the drum of a journey since inception. Why? Because we believe that by setting yourself a finite target, you limit your potential drastically.

Keep in mind that when it comes to creating carbon goals that stick, they’re not going to be a finished product. More like a pit-stop celebration of achieving something on a journey to being as green as possible.

The Power of Setting Baselines

A baseline should be your first step toward meaningful carbon goals. Why? Because without it, you can’t define success. Too many carbon reduction goals fail simply because they can’t be accurately measured over time.

One major pitfall is the reliance on carbon calculators. While they can be a helpful tool, they often set businesses and individuals up for failure. Here’s why:

A carbon calculator captures a single moment in time - it’s anecdotal. For individuals, this can be extremely volatile. One week, someone might eat mostly plant-based meals, work remotely, and cycle to the office when needed. The next, they might consume more meat, take a business flight, and rely on home heating more due to weather changes. Comparing the two weeks instantly exposes the flaw - how can you track meaningful change if every measurement is a temporary snapshot that can quickly change? The short answer: You can’t.

That’s why setting baselines is so critical. Instead of relying on a one-off metric, a baseline establishes a reliable starting point - something that remains fixed while progress is measured against it. Rather than constantly revising your starting point, you use it as a foundation for tracking real, long-term change.

Embedding Accountability and Ownership

Even with the best goals, sustainability efforts can fall flat if there’s no clear accountability. The most effective carbon reduction strategies ensure that responsibility isn’t just assigned to a sustainability officer or leadership team - it’s embedded across an organisation.

This means integrating carbon goals into key performance indicators (KPIs), tying sustainability commitments to executive incentives, and making progress tracking a company-wide initiative. When employees at every level feel invested in the mission, carbon goals shift from an abstract concept to a shared priority.

One approach is to create ‘Carbon Champions’ within different teams - people who advocate for greener choices in everyday operations. Whether it’s improving energy efficiency, reducing waste, or championing more sustainable supplier choices, these micro-actions add up over time. A goal that belongs to everyone is a goal that sticks.

Building Flexibility into Your Plan

Rigid sustainability plans can backfire. Unexpected challenges, whether supply chain disruptions, regulatory changes, or shifts in consumer behaviour, can derail even the best-intentioned carbon goals.

Rather than setting an unmovable plan, build adaptability into your sustainability strategy. Consider setting milestone check-ins every six to twelve months, where you assess progress and adjust where necessary. If one tactic isn’t delivering results, pivot to a different approach without losing sight of the larger mission.

Being flexible ensures that, no matter the obstacle, your carbon goal remains relevant, achievable, and impactful.

Carbon goals that stick aren’t about chasing an end point. They’re about embedding sustainability into how we live and work every day. By setting strong baselines, fostering accountability, and allowing for adaptability, businesses and individuals can create meaningful, long-lasting change.

Net Zero may fade as a buzzword, but the need for real action remains. The question isn’t whether you should set carbon goals, but how you’ll make them stick for the long haul.