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Net zero action plans: what comes after the pledge? | CyberChat 15
CYBERCHAT / EPISODE 15
By Joanna Whitear · Reviewed 4 October 2026
A fictional 1990s chatroom conversation about real sustainability questions. Joanna and Al appear as themselves; the dialogue is scripted and the other characters are invented.
What should a business do after making a net zero pledge?
A credible net zero commitment needs a defined starting point, clear targets and a practical delivery plan. Understand what you can change, track the things you depend on and report honestly when progress falls short. Target validation and demonstrated emissions reductions are distinct steps.
#evergreen : CyberChat
[21:01] Al says: evening all. we have put net zero by 2050 on the website. what happens between now and then?
[21:02] net_junky says: several website redesigns, if previous experience is anything to go by
[21:03] Joanna says: That is the important question. A pledge gives you a destination. You also need to define what it covers, establish your starting point and decide how you will reduce emissions along the way.
[21:04] Sunshine_girl says: where does the science bit come in?
[21:05] Joanna says: Science-based targets connect the scale and pace of emissions reductions with climate goals. They help answer how much and how quickly emissions need to fall, rather than letting each business choose a percentage because it sounds achievable.
[21:06] Al says: and SBTi checks that?
[21:07] Joanna says: The Science Based Targets initiative develops target-setting standards. SBTi Services, its distinct validation subsidiary, assesses submitted targets against those standards. Having a target validated is different from demonstrating that you have delivered the reductions.
[21:08] Ace_Ventura says: the route has been checked. the journey still requires leaving the car park
[21:09] net_junky says: so a carbon footprint, a target and a plan are three different things?
[21:10] Joanna says: Yes. The footprint describes emissions over a defined period and boundary. The target describes the change you intend to achieve. The plan explains the actions, resources and decisions needed to get there. Progress reporting connects them.
[21:11] Sunshine_girl says: what should be clear before we publish a target?
[21:12] Joanna says: The baseline year, target year, emissions covered and how progress will be measured. Explain whether the target concerns total emissions or emissions relative to an activity. Those are different measures, especially when the business grows.
[21:13] Al says: ours says we will use less energy and work with suppliers. is that a plan?
[21:14] Joanna says: It is the beginning of one. Turn each intention into an action: what will change, who will do it, when and with what resources? Estimate the contribution to reductions and record the assumptions behind it.
[21:15] net_junky says: our spreadsheet assumes the future will do quite a lot of the work
[21:16] Joanna says: Then separate actions you can take now from things you depend on. A landlord agreeing to a building change, charging infrastructure being available or a supplier offering a suitable alternative could all affect delivery.
[21:17] Sunshine_girl says: does admitting that make the target look weak?
[21:18] Joanna says: It makes the plan more useful if you explain what you are doing about it. Name the dependency, who is following up, when you need an answer and what alternatives you will consider if it does not happen.
[21:19] Ace_Ventura says: “waiting for someone else” has acquired an owner and a review date
[21:20] Al says: give us an example
[21:21] Joanna says: Suppose you plan to replace a delivery van with an electric vehicle. Check the routes, loads, charging access, replacement date and costs. If charging depends on your landlord, start that discussion early and investigate alternatives before the lease ends.
[21:22] net_junky says: and if it still cannot happen on time?
[21:23] Joanna says: Show the effect on the plan and consider what else you can do. Do not quietly count a delayed action as a delivered saving. Keep the gap visible and make a decision about the next step.
[21:24] Sunshine_girl says: what if our emissions go up even though we have made improvements?
[21:25] Joanna says: Investigate and explain it. Business activity, the mix of work or changes to data and calculations may affect the result. Show the total and the relevant context, using a consistent basis or clearly explaining changes. Avoid selecting only the measure that looks favourable.
[21:26] Al says: so we can report progress while admitting we are behind?
[21:27] Joanna says: Yes. State what the figures show, what you delivered, where the gap remains and what you will do next. An ambition and an achieved result need different wording. Keep evidence behind the claims you make.
[21:28] net_junky says: could we buy carbon credits and call the gap closed?
[21:29] Joanna says: Funding climate action elsewhere does not itself show that emissions from your operations or value chain have fallen. Keep that contribution distinct from your reductions. Check the applicable framework before deciding how any credits can be recognised or described.
[21:30] Ace_Ventura says: a receipt is not automatically evidence that the delivery van used less fuel
[21:31] Sunshine_girl says: standards keep changing though. should we wait until everything settles down?
[21:32] Joanna says: You can improve your data and work on practical reductions now. For formal target setting or validation, check the published requirements and transition arrangements that apply to you. A presentation about planned changes is not a substitute for those documents.
[21:33] Al says: how do we stop this becoming another annual reporting exercise?
[21:34] Joanna says: Use the plan in purchasing, budgeting and supplier discussions. Review the actions often enough to identify delays before the annual figures arrive. Learn from other businesses, but test whether their approach fits your operations and circumstances.
[21:35] net_junky says: one thing tomorrow?
[21:36] Joanna says: Take one action in your plan and trace it all the way through: expected reduction, owner, resources, deadline and dependencies. Decide what evidence will show whether it worked. Then check that your public wording matches what you can demonstrate.
End of chat · A defined target. A practical plan. Evidence of progress.
What this means for you
- Confirm the baseline, target year, emissions boundary and measure of progress.
- For one reduction action, record the expected contribution, owner, budget, deadline and dependencies.
- Retain evidence of what changed; explain delays and separate proposed actions, achieved reductions and any climate-finance contribution.
Sources and further reading
- David Kennedy, How science turns Net Zero pledges into reality | Sustainability LIVE: Net Zero 2026
Adapted from the source transcript. Relevant sections: 06:02–08:30 on standards and action; 08:32–09:12 on dependencies; 10:09–12:20 on progress, transparency and complementary climate finance; 12:32–14:38 on implementation and collaboration.
- Science Based Targets initiative: FAQs
Official explanation of science-based targets, emissions accounting and the distinction between standards development and target validation. Consult the applicable published standards and validation guidance for formal requirements.
Editorial note: the dialogue and practical examples are original adaptations. The presentation discusses changes planned at the time of recording; these are not presented here as current requirements. Its legal assurances are not reproduced. This article does not establish SBTi validation or Evergreen eligibility for any business. Watch the source presentation.
About the author
Joanna Whitear is the founder of Kintera Limited and supports suppliers with NHS Evergreen assessments and Carbon Reduction Plans. She has more than 15 years of sustainability and climate experience and is a lead ISO 14001 auditor.
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