Problem: Carbon is complicated. Sustainability has become a buzzword. How do we make it actionable? Learning the process of sustainability—without greenwashing—is a step-by-step process, especially for start-ups. When looking at our pipeline and sustainability practices, the team at Seed realized that sustainability is not proprietary and the only way for us to create a future for our planet is to collectively help each other rather than competing to be the “greenest” company.

Experiment: Create an open-source field guide for going to carbon negative that other companies can use and apply to their own pipeline, research and development, and production practices.

The climate crisis feels insurmountable—and action (especially for startups) can feel performative and insignificant. But from simple shifts in perspective to technologies that could block the sun, we concluded that imperfect action now is better than no action.

So on the last day of Earth month, the team at Seed published a free, open-source step-by-step tool for anyone (especially growing companies) to understand and action carbon offsets. Because Earth is not a month and there is still work to do.

All earned and owned traffic was driven to our campaign landing page.

Visitors were encouraged to do two things:

1. Download the field guide to read themselves

2. Share it with someone who they think would benefit from our learnings. To do this, they simply added an email address, and we generated an automatic email to the recipient with a link to the field guide.