Recorded November 2025
I started in corporate sustainability in 2019, which was the year everyone discovered net-zero. You couldn't attend a conference without hearing about science-based targets, stakeholder alignment, materiality assessments. The language felt precise, technical, real. I was 26 and I genuinely thought we were watching capitalism figure out how to save itself.
I wrote my first goal-setting presentation that year. Used phrases like "ambitious but achievable" and "transformative commitment." I believed every word.
The first retirement party I attended was JBS in January. Their sustainability chief told Reuters the 2040 net-zero pledge was "never a promise," just an "aspiration." Which was interesting because I'd read their 2021 materials—I'd studied them for a benchmark analysis. They'd used "commitment" and "pledge." They'd issued a sustainability-linked bond. Their report said they were "ten years ahead" of everyone else.
But we'd all misunderstood. It was aspirational. Like a vision board at a corporate retreat.
Walmart came next: missing both 2025 and 2030 targets due to "innovation and technology that is not available or economically viable, or fully scalable today." Not failure—the future just hasn't arrived on schedule. Coca-Cola scrapped their absolute emissions target for a "1.5°C trajectory" without defining actual reductions. They called it an "evolution." BP abandoned their production cuts after already scaling back from 40% to 25%, the new CEO explaining they'd gone "too far, too fast."
That's when I started recognizing the ceremony. There's always the acknowledgment of the journey. The careful recitation of lessons learned. The "factors beyond our control" delivered like a eulogy. And always the reframing: we're not retreating, we're recalibrating. The goal isn't dying, it's being sunset so something better can emerge.
I attended a webinar on "goal transition communications." The consultant had a framework. Step one: acknowledge the goal's service. Step two: contextualize the constraints. Step three: introduce the evolved approach. She kept saying we were witnessing maturation, not retreat.
Like we were teenagers who'd finally grown up enough to understand that commitments are just aspirations we got too excited about.
Here's what made me feel insane: none of it was technically false. The constraints are real. But watching company after company perform the same ceremony with the same language, I started wondering—when does acknowledging reality become a ritual for avoiding accountability?
FTI Consulting reports companies are replacing "virtue-focused language" with "conversations about risk, measurement and investment." The Conference Board found 80% of sustainability executives have "refined messaging" to avoid "charged terms." Everyone's dropping ESG for sustainability or resilience. Everyone's recalibrating.
That word. It suggests precision, technical adjustment, getting the measurement right. It contains no admission of failure because the original calibration wasn't wrong—it was premature. We were measuring something that hadn't stabilized yet.
I revised my own presentations. Stripped out "transformative." Added "pragmatic" and "realistic." Learned to frame ambition as something we'd outgrown rather than abandoned. I got good at the language. I'm still good at it.
PwC's report says 84% of companies are maintaining or accelerating their commitments. Only 16% pulling back. But we're entering "an era of quiet progress, where companies avoid publicizing climate pledges that can open them up to unwanted scrutiny."
So most companies are still working. They're just not talking about it. Which means the loudest signal is the ceremonies. The explanations. The managed exits.
Last month I drafted a memo explaining why we were extending our timeline. Everything I wrote was accurate. The technical barriers are real. The cost constraints are documented. And I had this sense I was performing a ritual whose function was to make retreat feel like wisdom.
The ceremonies are getting better. The language smoother. We're professionalizing the art of letting things go with grace. There are consultants who specialize in this now. Frameworks for sunset messaging. Best practices for recalibration announcements.
Retirement parties have the awkward toast pretending the person chose to leave. The gift representing years of service. The retiree smiling and thanking everyone while younger employees wonder if this will be them someday. The open bar that makes people say what they're actually thinking.
We've perfected the toast and the gift. We're very good at smiling. But nobody's getting drunk enough to say the thing we're all thinking: we're throwing retirement parties for promises we made to a planet that doesn't negotiate timelines.
I'm 32 now. I've spent six years watching an entire language evolve to describe retreat without calling it retreat. I've helped build it. I can write a goal-transition memo in my sleep. I know exactly which phrases make abandonment sound like maturation.
And I still show up, because what else am I going to do? I attend the retirement parties. I remember what we promised before we learned to call promises aspirations. I keep writing the memos that make giving up sound responsible.
I just can't stop wondering what we'll say when we're sunsetting the coastlines. Something about factors beyond our control, probably. Something that sounds very realistic and mature. Something that makes it sound like we're being responsible by accepting what we decided was inevitable.
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JBS's investor silence: Despite mounting evidence of missed targets, JBS's 20 largest investors declined to discuss the company even as it was removed from the Science Based Targets initiative in 2024.
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The quiet majority: While high-profile retreats dominate headlines, Harvard Business Review found that most companies are maintaining commitments but doing so quietly to avoid scrutiny from both activists and anti-ESG critics.
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Scope 3 measurement crisis: Seven in ten businesses globally face challenges getting emissions data directly from suppliers, revealing why companies like JBS claim they "cannot control" their supply chains.
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The carbon removal boom: Despite the broader voluntary carbon market contracting 61% in 2023, the carbon removal market grew by 78% in 2024 as companies shift from prevention to cleanup strategies.