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  • Writer's pictureMika Vanhanen

Transparent Growth: Reviving Trust in Tree Planting



Forests are key in mitigating climate change, absorbing approximately 2.4 billion metric tons of carbon dioxide annually, which is around one-third of all carbon emissions from burning fossil fuels. They also house approximately 80% of the world's terrestrial biodiversity, highlighting their critical role in preserving diverse ecosystems and species. Trees are pivotal in corporate sustainability strategies due to their multifaceted benefits. They function as natural carbon sinks, effectively absorbing carbon emissions and contributing significantly to cleaner air and water, thereby fostering a healthier environment. Many successful companies have integrated tree planting initiatives into their sustainability agendas, showcasing the tangible impact of their commitment to environmental responsibility. These success stories illustrate how such endeavors not only mitigate environmental degradation but also positively resonate with stakeholders, employees, and communities, aligning seamlessly with broader corporate social responsibility objectives.

Furthermore, beyond their environmental benefits, trees are integral components of nature-based solutions. They serve as a cornerstone for such solutions by fostering biodiversity and supporting various ecosystems. Nature-based solutions leverage the power of natural resources like trees, forests, wetlands, and other natural landscapes to address environmental challenges. Incorporating tree planting into sustainability strategies goes beyond mere ecological preservation; it signifies a commitment to utilizing nature's resilience and efficacy in addressing complex environmental issues. Trees and other nature-based solutions offer not only environmental benefits but also enhance brand reputation, elevate employee engagement, and contribute to community well-being. This holistic approach underscores the importance of environmental stewardship and the role of nature in sustainable development. In today's world, the call for environmental sustainability has never been louder. Yet, amidst the urgent need for reforestation and climate action, skepticism looms large. Companies and people are understandably hesitant to support tree planting initiatives due to concerns about transparency, reliability, and the legitimacy of such endeavors.

Furthermore, the disillusionment stemming from the unreliability of carbon credits has only deepened this skepticism. They question 'additionality,' doubting whether funded projects genuinely reduce carbon emissions beyond what would naturally occur. Verification and transparency issues raise doubts about the actual emission reduction achieved. Companies may use credits to offset emissions rather than reduce them. Concerns about double counting and social/environmental impacts, alongside a lack of robust regulations, lead to inconsistencies and market instability. Companies, in pursuit of fulfilling their environmental commitments, have often purchased carbon credits where they seemed the most cost-effective. However, these credits have frequently fallen short, failing to deliver the promised environmental benefits. Even major players in the carbon credit market, such as Verra, have witnessed significant losses as disillusioned clients turned away after unsatisfactory experiences. In this planetary emergency, we have to overcome  skepticism. It’s essential not only for restoring public confidence, but ensuring long-term sustainability, for innovation and improvement and positive, tangible impact on the environment. And like in all actions in business,  transparency is the key. Transparent communication holds immense power in rebuilding trust by fostering credibility, honesty, and accountability. When organizations openly share information about their processes, methodologies, and results, it creates an environment of authenticity, enabling stakeholders to make informed decisions. Transparency not only addresses doubts but also demonstrates a commitment to ethical practices, encouraging mutual respect and understanding between parties. By embracing transparent communication, companies can effectively bridge gaps, dispel skepticism, and cultivate enduring relationships built on trust and integrity. This proactive approach ultimately reinforces confidence in initiatives, ensuring stakeholders feel valued and informed, thus solidifying trust in the long term.


TreebuddyEarth was established to address these  issues related to transparency and verification in tree planting efforts, a concept we term 'transparency planting.' Every tree planted is meticulously documented with photographs and pinpointed on a global map using precise GPS coordinates. Updates on tree statuses are regularly published, ensuring ongoing transparency throughout the process. Furthermore, our upcoming plans include leveraging advanced drone technology and cutting-edge tools for in-depth analysis of our tree planting sites, assessing factors such as CO2 levels and biodiversity.


We also organize frequent direct web calls that serve as invaluable educational platforms, facilitating direct engagement between clients and tree planting communities. Through interactive sessions, clients gain firsthand insights into the realities, challenges, and triumphs of the communities involved, fostering empathy and understanding. These interactions not only provide educational value but also cultivate a deeper appreciation for the efforts behind tree planting initiatives, nurturing a sense of connection and trust between clients and the communities they support. This direct engagement enriches clients' understanding of the impact of their contributions, encouraging active participation and reinforcing the significance of sustainable environmental practices.


In this era of environmental urgency, the significance of transparency in tree planting initiatives cannot be overstated. It's the linchpin for restoring public confidence, ensuring sustained innovation, and making a tangible positive impact on the environment. Transparent communication isn't just a necessity; it's the key. The dedication to openness and honesty, exemplified by initiatives like TreebuddyEarth's 'transparency planting,' holds the promise of rebuilding trust. Through the integration of innovative technologies, unwavering transparency, and direct engagement, the future of sustainable tree planting appears brighter. Trust, essential for progress, can only be attained through continued transparency and accountability. Mika Vanhanen, Treemaster TreebuddyEarth 20 years of tree planting around the world

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