Make Money Green.

It's why I started EdenLab.

Since I last wrote to you, I launched a brand new Green Growth accelerator called EdenLab.

I chose ‘Eden’ because the Garden of Eden was a perfect state of nature and ‘Lab’ because we need to run experiments to work out how to build a better post-carbon world.

I left my big comfortable job running a Management Consultancy at WPP because I didn’t just see a gap in the market, I saw a serious failure.

The people who know about sustainability aren’t very good at pitching a compelling vision of the future, they’re better at telling you what you shouldn’t do than where to go next.

Meanwhile the people that know about marketing and commercial strategy aren’t up to speed on climate science, sustainability, systems thinking, circularity or what the right thing to do might be. No wonder they’re terrified of greenwashing.

This disconnect is a big problem and its why I built EdenLab the way I did. I am connecting climate science and hard data on one hand with creativity, vision and marketing know-how on the other.

“You may very well have changed my life.”

The reaction I’ve had so far has been overwhelming.

“I keep quoting you all the time. Your appearance on the Uncensored CMO podcast was an absolute game changer for me.”

Every week I get dozens of people making contact to find out more, to swap ideas, to see how can reapply their skills, not in the pursuit of unsustainable consumption, material extraction and greenhouse gas emissions, but the opposite.

It’s great! We need more and more people to be deeply questioning their raison d’être.

What’s your Clean Share of Market?

Rising temperatures combined with government regulation, sudden consumer behaviour change, environmental activism and changing investment flows is already punishing firms with ‘dirty’ market shares.

Those companies that make find ways to make money in green or ‘clean’ ways are securing a future for themselves and for all of us. That’s what EdenLab does.

You want to keep your job ? You’d better to work for a firm with a viable future.

So the provoking question to ask yourself is ‘What’s your clean share of market?’ and if you don’t know, you’ve got work to do.

Make the Future

We’re already working with some very big and influential businesses to help them create a dominant share in the post-carbon economy.

• We’re working with a major International travel business to build a sustainable travel marketplace that reduces CO2e per customer and romances the notion of ‘Slow Travel’.

• We’re working with a global CPG company to find new and creative ways to achieve their significant greenhouse gas reduction targets.

• We’re helping sustainable circular disruptors in the personal care market take out the legacy players who’s products can’t be recycled nor refurbished.

• We’re working with Cambridge based venture builder for the climate emergency Carbon13 to help their portfolio companies scale as rapidly as possible.

Our mission: To remove 5 million tonnes of CO2e over the next five years

We can do all this because we have a positive vision for how the world could be, a very real sense of the challenges economic, social and environmental that stand in our way and because we are driven by our mission to remove 5 million tonnes of CO2e over the next five years.

We need to spread the word to more companies, to more people in roles of responsibility with influence in business, and we’d like your help.

“EdenLab designed and ran a workshop that not only opened our eyes to new possibilities but also inspired our leadership team to make a practical start on the journey. We are really excited about the future.”

If you’re interested in finding out more, we’re running our well-received Green Growth workshop on a regular basis.

If you fill in this form I’ll send you some options for how and when to access it.

I’ll be writing more soon, but in the meantime I would love to hear from you about potential collaborations, clever ideas or anything else.

Leo