Today, it is commonly understood that greenwashing — where an organization projects an image of climate engagement, rather than embedding climate goals into core business strategies — is the great enemy of climate action. But what about all the companies that aren’t yet ready to transform their business models and leap into the green transition; should they be given some opportunities and incentives to meet the net-zero pioneers halfway? Are half measures better than nothing, and do they demonstrate, at least, a commitment to change? If so, how can governments and investors truth-test how serious companies really are, and hold them to their commitments?