Setting Sustainability Targets That Stick: Why Incremental Goals Work Best

When it comes to sustainability, many businesses start with big ambitions - “We’ll be Net Zero by 2030!” - but soon discover that turning those aspirations into action is harder than expected.

For UK SMEs, limited time, budget, and resources can make sustainability feel like an uphill climb. The key to long-term progress isn’t about perfection, it’s about consistency. And that’s where incremental goals come in.

💡 Why Small Steps Make a Big Difference

Incremental goals are small, achievable targets that move you steadily toward a larger sustainability vision. Instead of trying to do everything at once, you focus on what’s manageable now and build from there.

For example:
✅ Reduce electricity use by 5% this year.
✅ Cut business travel by one-third.
✅ Switch half your packaging to recyclable materials.

Each step builds momentum, proving that progress is possible. Over time, those small wins add up to significant impact.

⚙️ The Problem with Overly Ambitious Targets

Setting a bold sustainability goal can be motivating, but if it’s too far out of reach, it risks creating frustration and inaction. Teams may lose confidence if targets feel unrealistic or unclear.

Incremental goals avoid this trap. They make sustainability something everyone can engage with, from leadership to frontline staff, and provide visible results that build motivation.

It’s the same principle that helps people stick to fitness plans or savings goals: small, steady progress beats big, unsustainable leaps.

🧭 How to Set Incremental Goals That Work

1️⃣ Start with a baseline.
Measure where you are today - your energy use, waste, or carbon footprint. This gives you a realistic starting point.

2️⃣ Pick three key areas to focus on.
Don’t try to tackle everything. Choose what’s most relevant - maybe energy, waste, and travel - and define one or two achievable goals for each.

3️⃣ Make goals measurable.
Instead of saying “reduce waste,” say “reduce waste to landfill by 20% within 12 months.”

4️⃣ Review and reset.
Celebrate success, share results, and set the next round of targets. Continuous improvement is the goal.

🌱 Small Steps, Big Impact

Sustainability is a journey, not a one-time project. For SMEs, the power of incremental goals lies in their ability to keep you moving forward, even when resources are limited.

By setting realistic, measurable targets and celebrating small wins, your business can make genuine progress toward Net Zero, and build resilience, reputation, and cost savings along the way.

If you’re not sure where to start, The Net Zero Co. Sustainability Health Check can help you identify your baseline and turn your sustainability ambitions into achievable, actionable goals.