Carbon Quote by William McDonough
“All these corporate reports say they want zero carbon. Well that is ridiculous, because you are not telling us what you are, you are telling us what you are not.”
About This Quote
Source Speech: Environmental design talk, 2015
Companies claim zero carbon goals but fail to define their identity, focusing on what they are not.
In simple terms: Zero‑carbon claims lack clear self‑definition.
Key Takeaway
Define identity before setting goals.
Themes
sustainability
corporate responsibility
identity
clarity
Mood
critical
skeptical
Type
analytical
philosophical
When to use this quote
- corporate reporting
- marketing
- product development
- policy making
Key Concepts
environmental policy
branding
strategic planning
Questions to Reflect On
- How can companies make genuine zero‑carbon pledges?
- What does identity mean for sustainability?
A Different Perspective
Vague goals can be used for green‑washing.
![“You need that same creative force that exists in a building like Disney [Walt Disney Concert Hall] to actually tackle that most prosaic of problems.” quote by William McDonough](https://sms4smile.com/quotes/img-quotes/a98/william-mcdonough-10055_building_you-need-that-same-creative-force-that-e_157070.jpg)
