Catalyst

This is a book about Net Zero. 

My intention within this book is to isolate Net Zero from the range of narratives that exist around climate change, especially the spectrum of opinion that is projected at us, often angrily.

As a chartered certified accountant who works in practice advising SME businesses, and as a business owner myself, I look at the fact of Net Zero, of the huge economic transition that sits behind it and wonder:

 ‘When do we ever get such foresight of a major shift in the business context?’.

We had no choice but to react to the COVID-19 pandemic, the Credit Crunch, and every other recession. We didn’t have any idea of the endpoint for the internet revolution, smartphones, globalisation. But with Net Zero here is a shift that will provide context over the coming decades with the aim to achieve Net Zero carbon-emissions by 2050 with near-term targets along the way. And like any major economic shift, failure to act as a business can be disastrous, whereas early action can unlock opportunities. 

This book is to show you the business case for profound and urgent action. I will equip you to act upon that in your business and empower you to add Net Zero into your business advisory toolkit.