We don't need 8 billion people. Just 100 million households.

Start with an uncomfortable fact. Global emissions aren't spread evenly, not even close. The wealthiest 10% of people are responsible for around half of all emissions, while the poorest half of the planet accounts for only about a tenth.

Now picture that top 10%. Private jets and billionaires? A few. But mostly, it's us. That group includes most people in Europe, North America and the wider Global North: essentially, anyone with a steady job and a roof over their head. That can feel like an accusation. We prefer to read it as leverage.

Because here's the flip side. If half the problem sits with one group of about 800 million people, we don't need to mobilise the entire planet to bend the curve. We need to reach the people whose choices carry the most weight, and there are far fewer of them than the headline "eight billion" suggests.

You don't need everyone, just enough

You don't even need all 800 million.

Research on social tipping points shows that once roughly a quarter of a group adopts a new behaviour, it can flip remarkably fast into the default for everyone. Norms are contagious. Below the threshold, change feels like swimming against the current. Above it, the current turns around and carries the rest along.

We've watched it happen before. Vegetarian and plant-based food went mainstream not because everyone became vegetarian, but because enough people did that menus, supermarkets and social expectations shifted around them. Smoking ran the same play in reverse: a social norm changed first, legislators followed, and the market reinvented itself. What was once normal became the exception.

So the funnel looks like this. Start with the 800 million highest-impact people. Reach a quarter of them, 200 million, and you cross the tipping point. Most of them live in families, and in our target group a household averages about 2.1 people. Divide through, and 200 million people becomes roughly 100 million households.

That's the whole mission, in one number.

When 100 million households understand their climate impact and set out to reduce it, something bigger than the sum of their footprints kicks in.

A new normal takes hold. Demand shifts toward climate-friendly products and services, and away from the harmful ones, until the harmful choice stops being the obvious default and starts to feel, frankly, a little out of step. That pull doesn't stop at the household. It moves the whole system:

• Consumers change what they buy and expect.
• Companies follow the demand, and the smart ones get ahead of it.
• Legislators find it far easier to act once the public is already moving.

No single player in that trinity is truly incentivised to go first alone. But a norm shift among the influential 10% can be the catalyst that finally gets all three moving together.

A big number is only inspiring if there's a credible path to it. Ours has three steps, built into a climate coach that's simple, honest and genuinely fun to use:

• Calculate. In a few minutes, anyone can measure their footprint across housing, travel and consumption, and see exactly where it comes from.
• Commit. We celebrate what people already do well, then turn insight into concrete pledges to cut emissions.
• Contribute. Every household that learns and acts becomes part of a movement pushing the norm forward, and companies can amplify that reach across their own communities.

It works. More than 2 million people across 165 nationalities, have already used ClimateHero to understand their impact and commit to reducing it, on average by around 30% each. And we've roughly doubled that reach every year.

From 2 million households to 100 million is a handful of doublings, not a fantasy. That's what puts 2030 within reach.

We can't get there alone, and we're not meant to. The fastest way to a tipping point is for responsible businesses to join forces, activating their employees, customers and communities as catalysts for the shift. That's the invitation at the heart of this mission.