This talk analyzes the situation of embodied carbon emissions in construction, its relationship with supply chain and the global environmental, economic and regulatory aspects around it. It also analyzes the key challenges that most companies face when addressing embodied carbon accounting and tracing, mainly in terms of time, economic investment, and the capacity to generate results fast. Then, it makes a case about why embodied carbon management has to be made in real-time, simultaneously with supply-chain decisions, in order to ensure its positive impact and ROI of the effort done by companies to address this issue.