Will Richardson explains how companies set net-zero targets with one set of assumptions, then measure progress with a completely different set. This mismatch creates reporting confusion across food, media, retail, and FTSE companies, eroding credibility and momentum.
Your net zero roadmap shows 50% reduction by 2030, but the way you measure that reduction is different from the way you set the target. You're using different software, different baselines, different scope boundaries, so when your team reports progress, it doesn't line up with the plan. Your board doesn't understand the variance. Momentum drops. Credibility drops. I've seen this pattern in organisations from food and beverage to media and advertising, from mid-market retailers to The footsie companies.
