It's just box ticking, marketing nonsense.
If the clubs want to take it seriously then offer free tube travel with tickets, turn off the huge TV screens in stadiums, discourage fans from streaming games on their phones etc etc etc.
That said, I personally don't mind the idea if it gets people thinking but I can see why people don't and on it's own it's totally pointless.
It's just another example of the desire to be seen to do something being more important than actually doing it