What really slows climate action? It’s not what you think

Most organisations don’t fail at climate action because of lack of ambition. They fail because of the quiet, unspoken myths that shape how people think and act inside the business. These myths stall decisions, weaken credibility, and create the illusion of progress without real movement.

Myth 1: “We don’t have enough data yet.”

Perfect data is a luxury that will never exist. Waiting for it slows momentum and creates a culture of hesitation. The most credible organisations act using the best available evidence they have at the time and are transparent about uncertainty.

Myth 2: “Climate sits with the sustainability team.”
Climate strategy touches operations, procurement, finance, risk, comms, HR, and the board. When it’s siloed, action stalls. When it is turned into corporate wide strategy, everything accelerates.

Myth 3: “We can’t communicate until everything is perfect.”
This is how greenhushing takes hold. Stakeholders don’t expect perfection; they expect honesty. Communicate your journey and build on it.

Myth 4: “Climate action is too expensive right now.”

This myth stops organisations before they even begin. The truth is that many of the highest‑impact climate actions; energy efficiency, procurement changes, supplier engagement, demand reduction - save money, reduce risk, and strengthen resilience. Once organisations map their emissions and identify material hotspots, the picture changes: climate action often becomes a value‑creation strategy.

Myth 5: “We just need a better framework or tool.”

Many organisations believe that the right framework – you know the ones I mean, will solve their climate challenges. They invest in tools, dashboards, and software and assume alignment will follow.

But frameworks don’t create strategy. And tools don’t create behaviour change. This myth distracts organisations from the real work. Tools can support action, but they cannot replace the judgement, coordination, narrative clarity, and leadership needed to drive it.

A credible climate strategy starts with clarity and capability, not tech.