I’ve never run a marathon, but I imagine it would be a very praise-worthy experience.
First, you sign up, feeling that initial rush of “wow, I’m actually doing this” adrenaline. That's followed by everyone's favorite part: telling people. You’re instantly flooded with responses like “Good for you!” and “You’re such an inspiration!”. But then, the glory starts to fade and you realize it’s time for the hard work. Months of training, time and dedication (and probably pain) are needed before you can cross the finish line.
We’re seeing a similar process happening in corporate sustainability around setting climate goals. It’s inspiring work to see companies set targets. Take for example evian, which announced its ambition to be Carbon Neutral globally by 2020 during the Paris Climate Summit in 2015.
But getting kudos for setting a goal is just the beginning. The rest of the story, often the most important and tricky step is figuring out those middle miles – determining how exactly these goals can be met. As consumers, it’s the hard work being done to deliver on a goal that we should be celebrating even more.