Where you sometimes lose energy is in the middle bit. You’ve got a board propagating energy transition, you’ve got people in the field who are producing interesting ways to solve practical issues, and then in the middle, there’s a group of managers who have their hands full keeping the business going or trying to reach their targets.
Therefore, it’s crucial to support middle-management. Show them how they can integrate sustainability into their work in a way that isn’t adding to their headaches but is actually meaningful to them.
Talking about the long-term is always a hard sell, so you need to make it as practical as possible, to ease the tension between short-term and long-term gain.
It is also important that people have a sense of autonomy. This can be facilitated by offering managers a choice of sustainability activities, so they can select the ones that they think will work best for their part of the business.
Once they see that those activities make things better, you can build from there. Keep showing initiative and don’t give up.