Goal-Setting
Introduction and Purpose
Goal-Setting involves defining clear, specific and achievable objectives supported by structured plans to reach them. It is particularly effective when combined with public commitment, rewards upon completion, and regular feedback on progress, as demonstrated by Iyagba and Olufunto (2022). Goals may be set for individuals or groups. Research by Abrahamse et al., (2007) shows that challenging goals, when paired with constructive feedback, are more likely to be achieved than easier ones.
Goal-Setting can encourage pro-environmental behaviours in various contexts, including domestic and business. Tailored goals are formed around a key biodiversity organisational mission e.g. sustainable consumption. For example, Mulville et al. (2016) found that employees were more successful in reducing electricity use from computer activities when their sustainability goals were specific and measurable. Success was further supported by implementation plans and practical guidance, such as tips on adjusting screen brightness to lower energy consumption.
Examples:
Live LAGOM - HubbubL, IKEA teamed up with The Live Lagom Project to facilitate biodiversity behaviour in their employees and customers.
Johnson & Johnson use Goal-Setting as part of their Environmental and Social Governance structure.
Key Features
Timeframe:
- A Goal-Setting strategy typically takes from one to three months to roll-out, depending on the size of the organisation, the number of employees involved, and the scope of biodiversity goals being developed.
Materials Required:
- Educational resources to help employees understand what biodiversity is, why it matters, and how the business contributes to its protection and restoration. These may include biodiversity frameworks such as the Global Biodiversity Framework and the organisation’s specific biodiversity mission or overarching goals.
- SMART goal templates to support the creation of tailored, measurable biodiversity objectives for individuals and teams.
- Internal engagement plan to communicate goals clearly, provide feedback, offer incentives or rewards, recognise achievements, and assist employees with practical guidance such as tips or reminders.
- Tracking and monitoring tools to measure compliance, assess goal achievement or gaps, and identify where additional knowledge or training is required. Ensure ethical practice in data collection and analysis by being transparent about what information is gathered, securing consent where appropriate, protecting privacy, and following relevant data protection regulations.
- Budget to resource the strategy, including educational materials, communication activities, incentives, and monitoring systems.
Skills Required:
- Project management and leadership to plan, organise, and implement the Goal-Setting strategy effectively.
- Interpersonal and communication to engage employees, secure buy-in, and maintain motivation throughout the process.
- Educational, training, and presentation to deliver biodiversity resources and any additional learning sessions to employees.
- Evaluation and assessment to design and use tracking tools that measure the programme’s impact, assess its quality and effectiveness, and inform adjustments over time.
- Financial and budgeting to conduct cost–benefit analysis and ensure efficient use of resources.
Potential Impact:
- Strengthened protection and restoration of biodiversity through focused organisational action
- Reduction in the business’s negative impacts on biodiversity
- Improved alignment between employee behaviour and the organisation’s biodiversity goals
- Increased awareness among staff of biodiversity challenges and motivation to engage with minimal resistance
- Positive transformation in employee attitudes and behaviours towards biodiversity
- Greater collaboration and team-building through shared environmental goals
- Improved staff morale, satisfaction, and productivity
- Enhanced corporate reputation as an organisation committed to biodiversity protection
- Behavioural spill-over into employees’ personal lives, extending pro-biodiversity practices beyond the workplace.
Case Study
Instructions
In a workplace context, Goal-Setting for biodiversity should ensure that goals are:
- Specific – aligned with the organisation’s biodiversity mission and action-oriented for the individual or team
- Measurable – include indicators of progress that can be tracked over time
- Achievable – realistic and suited to the skills, knowledge, and resources available
- Relevant – clearly connected to biodiversity priorities within the organisation
- Time-bound – include a defined timeframe for completion
Rationale
Goal setting translates broad biodiversity ambitions into specific, measurable and achievable actions. By defining clear targets, it helps employees focus attention and energy on relevant activities that contribute to organisational objectives. Setting structured goals also enhances clarity and purpose, ensuring that biodiversity initiatives are practical, trackable and connected to real outcomes.
Benefits:
- Strengthens engagement and motivation, particularly when goals are challenging yet attainable.
- Encourages employees to apply existing skills while identifying areas for further learning or development.
- Creates a sense of accomplishment and accountability that sustains ongoing motivation.
- Promotes teamwork and collaboration when goals are shared across teams or departments.
- Enables both employees and employers to monitor progress and evaluate achievements over time.
- Aligns individual actions with the organisation’s wider biodiversity objectives.
Links to Resources
Positive Psychology offer guidance on the psychology of Goal-Setting as a strategy
CH4B and Harvard Business Review offer advice on how to plan and implement a Goal-Setting as a Corporate Social Responsibility strategy
