Cynical optimism – that’s what’s needed right now.
This is the term Jim Swanson, the CIO of J&J, used about the need for AI to shift from vision to execution.
I think we’re at the same point in the sustainability sector.
For the last ten years, we’ve talked to clients about a 3-year ready-set-go strategy.
Year 1. Get ready, collect data and understand your baseline. Year 2. Set goals, allocate resources. Year 3. Start running.
In 2024, we realized we were running towards a cliff edge created by near-term goals.
If you’re familiar with the history of the space you’ll know that these are complicated decisions to make.
In an ideal world, we’d use more renewables, cut down on personal consumption and move to more sustainable alternatives.
In the real world, fossil fuel company shares soared after the Russian invasion of Ukraine, COVID increased consumption with home shopping, and countries are rolling back on sustainability policies – worrying more about geopolitics and trade.
2030 seemed a long way away in 2012, but it’s now much closer. If you’re operating a large industrial or commercial firm, the road ahead is hard to see.
The advisory firms get this. Many are already suggesting that it’s time to look at interim targets and test if they’re still achievable.
A good question to ask – leaning into the cynical optimist approach – is knowing what you now know what would you do differently when it comes to setting goals and allocating resources?
How would you execute now?
Maybe it’s time for a refreshed plan.
Handcrafted insight 