Exiting the Carbon Tunnel—Embedding Sustainability as Cultural Change

This post critiques the overemphasis on carbon metrics in ESG strategy—what the authors call "Carbon Tunnel Vision". While carbon accounting offers clarity and comparability, it risks narrowing the definition of sustainability to a technical exercise, sidelining broader impacts and deeper transformations.

Instead, the authors advocate for a holistic approach that treats sustainability as an organizational and cultural shift—not just a data point. Day-to-day operational changes—like employee commuting habits, reducing single-use plastics, and managing waste—are not just tactical moves but powerful levers for shifting mindsets and behaviors.

By engaging employees in tangible, habit-forming actions and designing infrastructure that enables sustainable choices, organizations can move beyond compliance toward true transformation. This shift fosters innovation, strengthens internal engagement, and enhances long-term resilience and employer branding.

Read the full post in Hebrew on our main blog