We can’t change what we don’t measure, but what if the way we measure things like environmental and societal impact is flawed?

No one really owns the ‘standards’ of what is acceptable, and the systems we’ve created have become green smokescreens for us to hide behind, giving us enough information to convince ourselves that what we’re doing is ok, but not enough to show that it isn’t.

Offsets are a big part of the problem, allowing big polluters to continue with current systems because they’re said to be counteracting the damage done elsewhere. It just doesn't stack up to any real reduction. Instead, dramatic change is needed, and at a time when every business is reaching for a new kind of carbon calculator, we must avoid this mono-metric and instead simply know the right questions to ask.

The questions below will give us the answers we need to navigate the metric minefield transparently and honestly. Everything we do, everything we make in the future should be tested against these simple provocations.

These are the metrics that matter.