Empowering the Individual: From Personal Responsibility to Systemic Change

How can we go beyond individual responsibility –
even beyond compliance to achieve meaningful, systemic change?

You are probably somewhat aware of your personal carbon footprint and individual emissions, but have you ever considered how it positions you in a broader context? Together with Jonathan Lang, this article explores the need and opportunities to bridge the gap between systemic and individual climate action.

We lack meaningful agency to drive change…

Jonathan Lang has been part of DoLand for some time, offering his friendship and sharing his inspiring expertise within our network. He has background at Ørsted and, most recently, as Global Strategy Lead in Branding & Marketing, with over two decades in advertising, media, and communication. During his career, he became acutely aware of systemic change and the spaces for action, as well as the role of the individual within this framework.

This realization was most evident during his time at Ørsted. A pivotal historical moment can be traced back to 2005, when individuals were encouraged to calculate their carbon footprint – a strategy that successfully shifted the blame away from the fossil fuel industry. "It successfully placed responsibility on individuals, but we lack meaningful agency to drive change alone,” Lang explains.

This shift highlights how individual climate action often abstracts from systemic responsibility. Numerous lobbying and interest organizations that contribute to the problem thrive in confusion, shaping fragmented consumer behavior and narratives. By design, responsibility has been shifted onto individuals rather than the industries that bear the significant burden of collective and political climate action.

“Imagine if we viewed boards and ExCom as people with feelings and dreams. What could we achieve if we gave them the opportunity to envision a better future before setting their strategies? We need to explore and be curious about the tools that can create this narrative.”
— Jonathan Lang, Founder of Interlinked Agency

He emphasizes that many of today’s challenges stem from the lack of meaningful connections between individual actions and the systemic context. “Individuals lack real agency for the significant changes required. This creates a gap between what we are told we can do and the actual results that can be achieved.”

Jonathan sees a pivotal role for ESG (Environmental, Social, Governance) standards and initiatives such as the EU Green Deal. These mechanisms can bridge the gap between individuals and systems by creating legally binding accountability that pushes companies to take concrete steps toward a sustainable future. An example of what is possible is the "Drawdown Project," an NGO initiative that provides a comprehensive overview of the actions needed to address climate challenges. Similarly, the IEA’s plans for achieving climate goals offer a practical roadmap for systemic climate action.

But what does this mean for the individual’s role in climate action? Jonathan stresses the importance of understanding and promoting systemic impact rather than focusing solely on individual actions. “When we act as employees within a company, we contribute to its ESG ambitions. For instance, a procurement officer’s decision to choose green suppliers reduces the company’s carbon footprint while simultaneously creating a market for green solutions.”

This causal chain illustrates how fragments of actions can create systemic impact. As Jonathan explains, “Impact isn’t about solving the entire problem with one action; it’s about creating ripple effects that contribute to a broader solution.”

From impact to outcome

How Do We Bridge Individual and Systemic Action?

The key lies in understanding and measuring the impact and outcomes of corporate and industrial actions. This requires tools and frameworks, such as ESG standards, that enable transparency and accountability across stakeholders.

DoLand Pro’s Chief Commercial Officer, Lisbeth Chawes, believes that: “Through meaningful reporting, the end-user — the individual, gains insight into the real actions their investments support.” This transparency not only enables impactful decision-making but also helps individuals navigate the systemic interconnections where personal choices create ripple effects far beyond the individual level.

Source: Jonathan Lang (private photo)

Redirecting Capital for Systemic Change:

To achieve systemic change, we must rethink sectoral capital allocation. This requires redirecting capital toward sectors that contribute positively to ESG goals and the UN’s Sustainable Development Goals (SDGs). By ensuring transparency and linking investments directly to measurable results, both individuals and companies can make strategic choices that advance collective transformation.

“We see individuals as crucial agents within the system—not isolated, but part of a larger chain of actions and decisions,” Lisbeth adds. When individuals choose to place their savings or investments in sustainable funds, they create direct demand for green solutions. This demand influences markets and expands the supply of sustainable products and services.

By uniting the efforts of individuals, businesses, and investors, DoLand Pro demonstrates how we can bridge the gap between personal agency and systemic change—a bridge that not only supports our ambitions but also secures a sustainable future for generations to come. It’s about understanding how every individual can make a difference with their money through meaningful reporting that goes beyond compliance.