12. The Voluntary paradox

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Imagine you donate $100 to a charity. Instead of sending a “thank you” card,  the charity replies: “Why didn’t you give $200?” This is the essence of the voluntary paradox.

Some companies voluntarily adopt climate initiatives that exceed regulatory requirements, driven by a commitment to environmental responsibility. 

Paradoxically, these efforts often attract criticism for not going even further. Meanwhile, companies that take no voluntary climate action steps tend to fly below the radar and avoid criticism.

Being criticized for not doing even more can discourage companies, leading them to scale back their voluntary efforts rather than scaling up.

How can we strike the delicate balance between holding companies accountable for blatant greenwashing while encouraging those who have voluntarily engaged in climate action, even if their efforts are not yet perfect?

In this series, two leading authorities in carbon uncover the secrets and contradictions of an entire industry – in the most fun and engaging way. Through 32 curated Carbon Paradoxes, you'll learn everything essential about this field, starting with the tensions we must address to make environmental markets thrive.

This article is also published on carbonparadox.org. illuminem Voices is a democratic space presenting the thoughts and opinions of leading Sustainability & Energy writers, their opinions do not necessarily represent those of illuminem.