Romain Pison, CEO of NoviCarbon – an entrepreneur and decarbonization expert known for his work in ESG and green infrastructure.
As global climate targets become more urgent, businesses are under mounting pressure to commit to net zero. Investors expect action, regulators demand disclosures, and consumers increasingly reward climate leadership. But for many companies, the question remains: What’s the right path to net zero—and how do we get there without greenwashing or missteps?
From my experience advising public institutions and corporations on climate finance and decarbonization strategy, one thing is clear: Net zero isn’t a plug-and-play solution. Every business has a different footprint, risk profile and operational reality. Understanding how to tailor your net-zero approach is the first step toward building a strategy that is both credible and achievable.
What Net Zero Actually Means
The term “net zero” is often misunderstood. It doesn’t mean buying carbon credits to cancel out all emissions. A credible net-zero strategy starts with deep reductions in greenhouse gas emissions—typically guided by the Science Based Targets initiative (SBTi)—and only uses carbon removals for what can’t yet be eliminated.
Global frameworks such as the UN Race to Zero, the Corporate Sustainability Reporting Directive (CSRD) in the EU and the Task Force on Climate-related Financial Disclosures (TCFD) set the benchmark for climate alignment. Companies should start by understanding their full emissions inventory, across Scopes 1, 2 and 3, and set targets accordingly.
There’s No One-Size-Fits-All Approach
The “best” strategy for net zero depends on a business’s sector, scale, geography and starting point:
• Energy-intensive sectors like manufacturing or logistics must prioritize electrification, fuel switching and energy efficiency.
• Technology or service companies may focus more on building energy use and business travel.
• Companies with global supply chains face the additional challenge of addressing Scope 3 emissions—which can account for over 70% of a company’s footprint.
Geographic context matters too. Companies operating in countries with carbon pricing schemes or abundant renewables may have faster access to low-carbon infrastructure.
A Phased Strategy Works Best
A tailored net-zero plan typically includes:
• Immediate internal reductions: upgrading energy efficiency, procuring renewable energy, reducing waste
• Engaging suppliers and partners: setting joint emissions targets, encouraging climate-smart procurement
• Targeting residual emissions: maximizing reductions, removing what remains (with reforestation or direct air capture)
• Monitoring and reporting: using frameworks like CDP, SBTi and TCFD
Building internal capabilities and investing in net-zero readiness ensures flexibility as standards and expectations evolve.
Where Offsets And Removals Fit In
Carbon removals—such as afforestation, soil carbon or emerging tech solutions like direct air capture—can play a role in net-zero strategies, but only after aggressive emissions cuts.
Nature-based solutions offer co-benefits like biodiversity and water protection, while tech-based removals offer scalability over time. Companies must ensure any credits used are independently verified and aligned with integrity frameworks such as the Core Carbon Principles and the broader ICVCM home page for full context.
With the implementation of Article 6 of the Paris Agreement, cross-border carbon credits must also be adjusted at the national level to prevent double-counting—raising the bar on what “credible” offsetting looks like.
Avoiding Common Pitfalls
Even well-intentioned companies risk falling short if they:
• Over-rely on offsets without cutting internal emissions
• Set targets without interim milestones or governance
• Use outdated or unverifiable credits
• Publish vague sustainability claims without supporting data
Greenwashing is not just a reputational risk—it’s increasingly a regulatory one. Regulatory bodies are advancing initiatives like the Green Claims Directive, and in the U.S., the SEC has proposed new climate-related disclosure rules, putting pressure on companies to ensure that sustainability claims are accurate, verifiable and aligned with evolving standards. Markets from the EU to the U.S. are strengthening climate disclosure rules and scrutinizing net-zero claims.
The Strategic Upside
A credible net-zero strategy is more than risk management. It can:
• Drive innovation in product design and service delivery
• Increase operational efficiency and cost savings
• Strengthen access to capital, particularly from ESG-aligned investors
• Improve brand trust with customers, employees and partners
Leading companies are embedding net zero into core strategy—not treating it as a separate initiative. This enables long-term resilience and future-proofs operations against regulatory or market disruption.
Choose The Path That Fits Your Business
The path to net zero doesn’t come from a template. It must reflect your company’s operations, values and capabilities. Whether you’re in energy, agriculture, logistics or finance, the best strategy is one that is:
• Ambitious but achievable
• Science-aligned and independently verified
• Transparent, flexible and integrated across the business
Climate leadership today requires precision, not perfection. Companies that act now—with humility, rigor and transparency—won’t just comply. They’ll compete, grow and lead.
The time to start is now.
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