The 308 bullet has 50% more area for the expanding gas to push against, and the bore has 50% more volume, than the 243. A slow powder like H414 doesn't burn & expand fast enough to build equally high pressure in the larger bore.
52 grains of H414 in the 308, with a 110 gr bullet, might result in the same velocity as 40 gr H414 with a 100 gr bullet in a 243. The 308 uses more powder, the 243 (in this example) uses less powder at higher pressure.
With light bullets in the 308, powders faster than H414 will provide higher velocities with less powder and are likely to be more accurate.