Most major brands communicate their climate goals in some way. Messaging comes in the form of net zero targets, emissions reductions, adherence to a standard, compliance to regulations or a list of actions that lead to the belief that they are addressing the issue. How is that messaging received?
About 80% of the population are eco aware — they want to know if an organization or government is acting on climate but go no further. The other 20% are eco-conscience — they want the details.
Eco aware people look past the at times difficult to understand messaging. Even though the emissions reduction time frames are often too far out to resonate, the tons of Carbon Dioxide Equivalent (tCO2e) measurements are mostly too hard to visualize or the idealist narrative in communications is too much to consider authentic, the eco aware take the messaging at face value and are content with knowing something is being done to address the issue.
The eco conscience goes one or two steps further. They click on a description, look up a report or do a quick analysis of the climate action claim. In so doing, they make purchasing, lifestyle and even career decisions based on their understanding of the authenticity of the messaging.
When progress on climate is slow, the eco aware wonders why. The eco conscience knows why. The why is tied to a better understanding of same and shared goals.
A shared goal is common to groups of people who work together towards its accomplishment. It is mutual, collaborative. It is often achieved with some sacrifice at some point that in some way offers a better future for the organization and the common good.
The same goal follows the same path as a shared goal with one critical exception. Cooperation is derailed once the goal no longer serves the organization. At that point, indifference and rivalry emerge.
Those who are eco aware likely only see organizations’ climate goals as shared goals. With a cursory interest, the divergent interest of the same goal is lost. Those who are more eco conscience likely see where organizations follow the path to reductions to emissions until it no longer fits their own interests.
By example, company A has a goal of reducing emissions. They hire a third party to help count their emissions and get them certified. They use the data to look at the greatest sources of emissions. They invest in process changes, product adjustments, new equipment, retraining of employees, collaboration with others and make supply chain alterations to reduce the emissions. They track progress. They communicate progress when it happens (not prior). They invest in the sacrifice of short-term profit, time and effort. The longer-term shared goal of emissions reduction saves money on energy, adds profitability longer term, builds resilience, stays ahead of regulation, enhances brand reputation and boosts company culture.
Company B also has a goal of reducing emissions. They use a free online carbon calculator to provide a general idea of their emissions based on a few company and industry data points. They do an internal energy audit and make low-cost changes to reduce energy use and in so doing reduce emissions. They communicate their actions of counting emission and making changes. They do not invest in the sacrifice of short-term profits. They do not seek to build longer term profits and resilience through a climate change goal.
Company A and Company B have the same goal, but they do not have a shared goal.
When organizations see the choice as action on climate change and profitability, the path remains a shared goal. When and becomes or, the road diverges to same goal.
Cooperating in pursuit of the same goal seems heroic although it’s really masked as coinciding with one’s own goals. What may seem like solidarity with a shared mutual interest evaporates when the goal turns into some form of sacrifice.
Eco conscious is a means to prevent organizations from exiting off the shared goal path to same goal. The more eco conscience the population can become, the more organizations are forced to be more authentic in their actions and in turn better align their goals with the common goal of lower emissions.
The same goal no longer has a divergent path.
The same goal becomes the shared goal.