Moving beyond corporate offsetting to create markets designed for atmospheric impact
For too long, we've been trying to retrofit carbon removal into frameworks designed for carbon offsets. The result? A market structurally incapable of reaching gigatonne scale.
I've spent the last ten years building in this space, from founding one of the first carbon removal marketplaces to watching how our industry has evolved. The fundamental problem isn't technology or funding — it's market design.
We need to stop optimizing for corporate accounting and start designing for atmospheric impact. We need to move beyond sustainability departments to tap into larger capital pools. And most importantly, we need to make carbon removal antifragile by embedding it everywhere.
At least not by focusing on the wrong priorities. Why the carbon removal industry needs a fundamental reset to shift focus from corporate ESG departments to creating systems optimized for genuine atmospheric impact.
Read Article →The historical decisions that led to our current market structure and why they fundamentally limit scaling potential.
Read Article →Why our current carbon removal markets, which optimize for corporate accounting rather than atmospheric impact, are structurally incapable of reaching gigatonne scale.
Read Article →Why carbon removal needs to be redesigned as a distinct category rather than retrofit into offset frameworks, with multiple funding channels creating resilience.
Read Article →Exploring a dozen business models that embed carbon removal into everyday transactions — from advertising and finance to gaming and education.
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