Accelerating their net zero ambitions has been top of retailer's agendas for a number of years, with the sector considering itself one of the most ambitious when it comes to tackling climate change, but the real picture is alarming. According to research from Microsoft, only 28 per cent of UK retail organizations are currently on course to be net zero by 2050 – in stark contrast to the national average of 41 per cent. Furthermore, as 74 per cent of organizations within all sectors describe a'one foot in, one foot out' approach on sustainability, whereby strong ambitions have yet to be translated into meaningful action, retailers can't afford to be left behind. Harnessing available technology, such as data analytics and AI, to accurately record their progress is one of the fundamental steps to securing their continued success, in an ever more competitive marketplace. Contributing to the protection of the future of the planet is obviously the core reason for improving the sustainability performance of any business, but aside from that, retailers should view boosting their sustainability credentials as a way of remaining competitive and relevant in a fast-changing world.