The definition

The definition

We work with companies that have made a genuine commitment to environmental or social good. That commitment has to live somewhere real: in the business model, in the operations, or in a standard the company has actually earned.

The test

Intent you can verify. That’s the whole test.

Has the company changed how it runs, or bought a layer to point at? The first is a client. The second is not.

What qualifies

A product that exists because of an environmental challenge qualifies. Renewable energy. Carbon removal. The circular economy. Sustainable materials. EV infrastructure. Climate risk. Planet positive consumer goods.

A credible standard, properly earned through real operational change, also qualifies, even where the core product is conventional. A genuine B Corp certification is the clearest example.

What doesn’t

A green claim used as marketing, with nothing behind it, doesn’t qualify. An offset bought to look responsible. A sustainability page with no operational reality behind it. A badge bought rather than earned.

Where it gets misread

This isn’t a test of good versus bad. Plenty of companies do nothing wrong and still sit outside this definition. A fast growing local business, sourcing responsibly, hurting nobody, isn’t necessarily planet positive. It’s neutral. That’s a legitimate way to run a company. It just isn’t the company we work with.

Sustainable sourcing on an otherwise conventional product doesn’t move a company into this definition either. Carbon offsetting bolted onto an ordinary business doesn’t. A B Corp badge used as a values signal, without the operational change behind it, doesn’t.

These are not bad companies. They are someone else’s client.