Net Zero Business Models

15OBSTACLES TO NET ZERO

“As net zero intent gets translated into action, it will become increasingly costly to be part of the problem and—we believe—increasingly profitable to be part of the solution.”¹

—Rolls‐Royce website

The idea that humanity needs a net zero economy has entered the mainstream. Achieving a net zero economy is no longer perceived as a fringe idea. Using Geoffrey Moore's model for the adoption of disruptive technologies, the economy is probably “crossing the chasm.”² This is the point at which enough pioneers and early adaptors have committed to net zero and proven that it is possible to reduce GHG emissions and be successful commercially. Even companies with high carbon intensity can decarbonize and conform their business models to a net zero economy. Companies can follow safely the pioneers and early adopters that have paved the way to net zero.

The reality is, however, there is still a lot of resistance to creating a net zero emissions economy and to conform business models to it. The resistance comes in many forms and occurs at many points in the transformation process. According to Being First, identifying as many of the obstacles to a transformation as possible and neutralizing them helps optimize its probability of success.³ This chapter highlights some of the common obstacles on the path to net zero, including obstacles relating to people's mindsets that are encountered in transformations of any kind.

MENTAL OBSTACLES

The difficulty of behavior ...