Measure before making claims
Define the activity, reporting boundary and period before comparing emissions. Operational improvements, purchased electricity and value-chain changes have different effects and should be described separately.
Prioritise practical changes
Efficiency, electrification, renewable power and changes in materials can each play a role. Feasibility depends on the site, technology, available infrastructure and cost of implementation.
Evaluate environmental attributes
Certificates and carbon credits require careful review of their origin, scope and verification. They should not obscure the distinction between reducing emissions and compensating for emissions elsewhere.