Embedding Carbon Removal Everywhere
13 Business Models for Scaling Atmospheric Impact
If you read my last article on making carbon removal antifragile, you know I believe we've hit the limits of our current market design. The corporate offsetting model – where a few tech companies fund removal through their sustainability departments – simply can't get us to gigatonne scale.
But diagnosing the problem isn't enough. We need to explore alternatives.
Carl Sagan once said: "If you wish to make an apple pie from scratch, you must first invent the universe." My version is a little less grand in scope, but no less important: If you wish to remove carbon from the atmosphere at scale, you must first create a new market category.
We've done a fantastic job building hundreds of carbon removal startups with diverse technological approaches – from direct air capture to enhanced weathering, from biochar to soil carbon. The supply side innovation is impressive. But on the demand side, we've mostly pursued just one answer to the question "who pays?" – selling to corporate buyers through carbon credits or offtake agreements.
It's like we're running SETI (the Search for Extraterrestrial Intelligence) but only pointing our telescopes at one tiny corner of the galaxy. We're probably missing the aliens. (That’s two Sagan references now, if you’re keeping count.)
We need to start running more experiments in how carbon removal gets funded. That's what this article is about – opening up our collective imagination to new possibilities.
I don't claim these business models are guaranteed winners. Some may have been tried and failed already. Others might seem impractical or naive. That's not the point. My goal is to spark creative thinking about how we might embed carbon removal into diverse payment channels to achieve the scale we desperately need.
Remember the key insight from last time: creating value trumps being a cost center. When carbon removal generates additional benefits beyond just "offsetting emissions," it can tap into much larger pools of capital than sustainability department budgets.
Let's explore what that might look like.
Advertising & Media
1. Carbon-Removing Ad Network & Sponsorship Platform
What It Is
An advertising platform (like Google Ads or a programmatic network) that bakes carbon removal into every ad impression:
A brand can choose a “carbon premium” tier, where a small surcharge per impression (say $0.002) funds CO₂ removal.
Ads display a badge: “This ad removed carbon from the atmosphere.”
Who Pays & How Value Is Created
Advertisers pay the premium, motivated by brand lift (“we run climate-positive ads”) and possibly better ad placements.
Consumers see a more purposeful ad – it’s not just an interruption, it’s actively paying to clean the atmosphere.
The network gains a sustainability differentiator in a crowded market, attracting conscientious brands.
Why It’s Not Just Tacking On
The “badge” or label can significantly boost click-through or brand sentiment. This directly increases ROI for advertisers, justifying the premium.
As brand competition for positive social impact grows, a carbon-removing ad network can become the go-to for sustainability-savvy marketers.
Key Refinement:
Integrate real-time metrics: “Your campaign has removed 50 tonnes of CO₂ so far.”
Provide a robust, third-party-verified removal portfolio so advertisers see clear, credible outcomes.
2. Streaming Service That Funds Carbon Removal via Engagement
What It Is
A streaming platform (video, music, or live content) where advertising or subscription revenue systematically directs a portion to carbon removal.
Possibly a “watch-to-remove” feature: the more content you watch, the more CO₂ removal is triggered, sponsored by brands wanting your attention.
Who Pays & How Value Is Created
Advertisers pay for premium “climate sponsor slots,” or users pay a higher subscription tier.
Audiences get the feel-good factor of “binge responsibly”: each streamed hour helps finance removal.
The platform differentiates in a super-saturated streaming market by offering real climate impact.
Why It’s Not Just Tacking On
Instead of a generic subscription, the platform ties removal to user engagement—the more you watch, the more carbon is removed (sponsored by ads or corporate partners).
Partnerships with big shows or music artists who co-promote “season drops removing X tons of CO₂” can build a unique brand narrative.
Key Refinement:
Real-time impact meter on the user dashboard: “Tonight’s 2-hour watch removed 1 kg of CO₂.”
Collaborative watch parties: collectively raise removal milestones, unlocking special episodes or live Q&A with creators.
Payments & Fintech
3. Carbon-Removing Credit Card
What It Is
A payment card (or digital wallet) that channels a slice of interchange fees or automatic user round-ups toward carbon removal.
Users get monthly statements quantifying their impact: “You removed 0.4 tonnes of CO₂ this month.”
Who Pays & How Value Is Created
Funded by interchange fees or optional user contributions.
Consumers gain social capital (“my spending cleans the atmosphere”), plus unique perks: a carbon removal “cashback” that translates into real climate action.
The issuing bank/fintech differentiates in a highly competitive space, attracting a loyal niche.
Why It’s Not Just Tacking On
Many credit cards already leverage cause marketing (e.g., “1% for charity”). Here, it becomes a core product feature with real-time data.
Potentially partner with multiple brands – for instance, get “5x carbon removal” when shopping at certain retailers who co-fund the program.
Key Refinement:
Gamify it with “climate quests” (spend $500 on public transit or local shops, unlock extra carbon removal).
Integrate a referral program: every friend who joins magnifies total carbon removal, creating a virality loop.
4. Carbon-Removing Mobile Wallet Round-Ups
What It Is
A fintech app that automatically rounds up every purchase to the nearest dollar and invests that spare change in verified carbon removal (like “micro-philanthropy,” but specifically for negative emissions).
Who Pays & How Value Is Created
Users contribute literally pennies at a time, but at scale it’s significant.
They see an effortless way to do climate action daily. The app can show personal stats plus a global community total.
Why It’s Not Just Tacking On
“Digital spare change” is frictionless – people don’t feel the pinch, so adoption can be high.
Ties in well with personal finance tracking: the user also sees how their consumption correlates with climate impact, prompting behavior change.
Key Refinement:
Combine it with personalized CO₂ footprint tracking – the app suggests ways to reduce emissions and complements with removal.
Offer a community feed or challenges: if a million users collectively remove 10,000 tons, unlock a sponsor match.
5. Carbon-Removing Peer-to-Peer Payments
What It Is
A payments app (think Venmo, Cash App, or Revolut) that automatically allocates a small fraction of each P2P transaction to carbon removal.
Users see an ongoing tally of the atmospheric impact of their money transfers (“You’ve removed 25 kg of CO₂ this month!”).
Who Pays & How Value Is Created
Transaction fees or optional “tips” (round-ups, small per-transaction surcharges) fund CO₂ removal.
Senders and recipients experience the same frictionless transfers as usual, but with the added feel-good factor of climate action embedded in their daily financial interactions.
The app itself differentiates from generic P2P platforms by offering a socially conscious core feature.
Why It’s Not Just Tacking On
P2P payments already handle billions in transactions; if each transfer automatically supports carbon removal, it can quickly generate massive funding.
People use such apps frequently—for rent, splitting bills, gifting—thus climate action becomes a natural extension of routine behavior.
Key Refinement
Add gamification: leaderboards for friend groups (“Who removed the most CO₂ this month?”), or personal milestones unlocking fun badges.
Integrate an impact dashboard that breaks down how many tons of CO₂ each user has collectively removed over time.
Loyalty & Subscriptions
6. Carbon-Removing Loyalty Rewards & Points
What It Is
Retailers or airlines pivot their loyalty points to “carbon points” that can be spent on carbon removal.
Example: 10,000 “EcoMiles” equate to removing 1 ton of CO₂, or you can redeem them for usual perks.
Who Pays & How Value Is Created
The brand behind the loyalty program allocates a portion of its loyalty budget to purchase carbon removal.
Customers feel deep engagement—their loyalty directly translates to climate action, rather than just a discount or free flight.
Why It’s Not Just Tacking On
The loyalty currency itself is tied to a specific climate benefit, adding a moral dimension to everyday shopping or traveling.
By offering carbon removal as a primary reward, the brand makes an emotional connection that outcompetes generic loyalty perks.
Key Refinement:
Gamify loyalty with tiered “EcoStatus.” Diamond members might personally remove 10 tons/year, generating bragging rights.
Offer real-time project updates: “Your points helped fund a new kelp farm, see photos here!”
7. Carbon-Removing Consumer Subscription Bundles
What It Is
A “consumer membership bundle” that might combine online news access, cloud storage, fitness app, or meal-kit services under one subscription – each partner commits a portion of revenues to carbon removal.
The subscriber pays once for a curated bundle of digital and real-world services, all “carbon negative.”
Who Pays & How Value Is Created
Consumers pay the bundle fee, but get multi-service convenience and cost savings vs. subscribing to each individually.
Service providers tap new customer segments and share marketing, while collectively offsetting more carbon than they could alone.
Why It’s Not Just Tacking On
By bundling, you can approach scale quickly, making the removal cost per partner smaller yet the total removal bigger.
A seamless user experience: “One subscription for news, music, cloud storage, climate positivity.” The synergy can be compelling.
Key Refinement:
Curate high-value services or content that resonates with climate-minded consumers—like a “Carbon Negative Lifestyle” package.
Provide an appealing brand identity for the bundle, e.g. “Eco+ Pass,” with engaging monthly carbon impact reports.
Creator Economy
8. Carbon-Removing Creator Economy (Patreon / Twitch Integration)
What It Is
Creators integrate a “carbon removal add-on” so that a portion of subscription fees, super-chats, or memberships goes to pulling CO₂ out of the air.
Patrons/fans see exactly how much carbon they removed thanks to supporting their favorite streamer or content creator.
Who Pays & How Value Is Created
Fans paying for exclusive content or community access.
Creators differentiate themselves by being “climate positive,” possibly attracting brand sponsorship or new fans who share those values.
Why It’s Not Just Tacking On
Embeds climate action into fan-creator relationships, which are highly personal. The fan’s ongoing support is more meaningful because it also funds climate solutions.
Potential to create viral momentum—a large creator can generate significant removal if their audience aligns.
Key Refinement:
Build a platform-level integration: a “green toggle” that any creator can enable.
Show personal or community removal metrics during live streams or in fan leaderboards, fueling friendly competition for who can remove the most CO₂.
Gaming & Entertainment
9. Carbon-Removing Gaming & Esports Ecosystem
What It Is
Video games or esports leagues that incorporate in-game purchases, sponsorship deals, or event tickets linked to carbon removal:
A fraction of every in-app purchase funds CO₂ removal.
Esports sponsors pay extra to brand tournaments as carbon-negative, offering “climate kills” (each kill triggers removal).
Who Pays & How Value Is Created
Gamers pay for in-game items or passes; sponsors pay for tournament branding.
Players get exclusive, climate-themed skins or badges, plus a sense of real-world impact, boosting purchase motivation.
Publishers/studios stand out in a cutthroat market – turning climate action into fun and status inside the game.
Why It’s Not Just Tacking On
Attaching climate impact to unlockable achievements or tournament milestones directly enriches gameplay.
Sponsors see higher fan engagement: fans rally to meet removal goals, creating an authentic community moment around tournaments or new expansions.
Key Refinement:
Show a live “CO₂ removal scoreboard” in the game lobby or streaming overlay.
Let players vote on which carbon removal project their achievements fund (direct air capture, soil carbon, biochar, etc.), increasing emotional buy-in.
Work & Learning
10. Carbon-Removing Micro-Gig & Freelancer Marketplace
What It Is
A platform like Fiverr or Upwork, but each completed gig or milestone triggers a small contribution to carbon removal.
Freelancers can showcase “carbon-cleansed” gigs, appealing to clients who want to tie their project to climate action.
Who Pays & How Value Is Created
Service fees from clients or freelancers partly fund carbon removal (e.g., an additional 1% commission on each completed gig).
Clients attract positive brand association if the work is outward-facing (“This design was produced on a climate-positive platform”).
Freelancers gain a point of differentiation, plus satisfaction that their income stream helps the planet.
Why It’s Not Just Tacking On
Enormous volume of small gigs means many transactions daily, so even tiny fees can accumulate into significant carbon removal.
The platform’s entire brand becomes associated with “every contract helps pull CO₂ from the air,” which may attract cause-driven clients and talent.
Key Refinement
Allow freelancers and clients to opt-in for extra contributions if they want their projects to be more climate-positive, creating a marketplace of eco-minded gigs.
Provide verification badges on freelancer profiles and project deliverables, showing how many tons were removed through their work.
11. Carbon-Removing Virtual Conference & Events Platform
What It Is
A platform for hosting online conferences, webinars, and virtual summits that automatically allocates a portion of attendee fees or sponsor fees to carbon removal.
Promoted as “the world’s first carbon-negative events platform”—hosting a virtual event already lowers travel emissions, and the platform goes further by removing additional CO₂.
Who Pays & How Value Is Created
Event organizers pay a platform fee, part of which funds removal.
Sponsors pay extra to label sessions or keynote speeches as “brought to you by [Brand], removing 10 tons of CO₂.”
Attendees experience a more purposeful virtual event and can see real-time dashboards of the event’s net carbon impact (“We’ve removed 100 tons so far!”).
Why It’s Not Just Tacking On
Remote events skyrocketed during the pandemic, but concern about carbon footprints persists (energy usage, server loads). This platform directly addresses that by bundling carbon removal.
For sponsors, it’s more than an offset—it’s a marketing enhancement in a digital space full of brand competition.
Key Refinement
Show live tracking during the conference: “We just hit 1,000 attendees, meaning 5 more tons of CO₂ removed!”
Offer post-event analytics to organizers detailing how their event was net-negative, creating a compelling ESG story to share with stakeholders.
12. Carbon-Removing Digital Learning & Skills Platform
What It Is
An e-learning platform (for coding, design, language skills, etc.) that includes carbon removal in its subscription or course fees.
Students track their personal learning progress in tandem with how many kilograms of CO₂ they’ve collectively removed by attending classes or completing courses.
Who Pays & How Value Is Created
Users pay subscription or course fees. A portion of each purchase goes directly to climate solutions.
Learners feel extra motivation: every course completed triggers an additional lump of CO₂ removal.
The platform gains a unique brand position—“Learn new skills while restoring the atmosphere.”
Why It’s Not Just Tacking On
Ties climate impact to personal growth—as learners advance, they also see a real-world positive effect.
Encourages course completion (a big e-learning challenge) with climate milestones—“Finish the module, unlock 2 more kg of CO₂ removal.”
Key Refinement
Integrate social learning: cohorts of students can compete in finishing lessons for bigger carbon removal goals.
Partner with employers who want to offer “climate-positive upskilling” to their workforce.
Crypto & Web3
13. Yield-Funded Carbon Removal Stablecoin (a “Climate Savings Account”)
What It Is
A stablecoin protocol (pegged to USD or other fiat) where a fraction of the yield generated from collateral (e.g., treasury bills, DeFi lending) is automatically diverted to finance carbon removal projects.
Users deposit fiat or crypto into the protocol and receive a yield-bearing stablecoin. The difference is that some of that yield is reserved and spent on carbon removal—like an automatic climate tithe.
Who Pays & How Value Is Created
Users still earn a competitive yield on their stablecoin, though slightly less than a pure lending protocol would offer.
The delta is small enough that many users will prefer a stablecoin that also has a positive climate impact—akin to an impact investment.
By scaling deposits, the protocol can direct meaningful capital flows into verified carbon removal, all while maintaining the stable peg and offering stable yields.
Why It’s Not Just Another Carbon Token
The stablecoin is backed by traditional low-volatility collateral (e.g. short-term bonds, or DeFi blue-chip assets), preserving stability.
Removal funding doesn’t come from new tokens minted or hype-based speculation—it’s from the stable, predictable yield.
This effectively creates a “climate savings account” experience: deposit $100, earn a modest return, and automatically remove CO₂ each month.
Key Refinement
Provide transparent accounting of how much carbon removal each stablecoin user’s deposits have funded.
Offer tiered yield: for example, if a user opts to donate a higher share of yield to removal, they unlock bonus governance rights or social status within the protocol’s community.
Moving Forward: The Call for Experimentation
All these concepts share a common shift: rather than carbon removal being isolated within sustainability departments, they embed it into everyday transactions and experiences – from finance to entertainment, from packaging to employee benefits, from fandom to local communities.
The key to success isn't just the raw concept but excellent user experience, transparent impact measurement, and compelling storytelling. By positioning carbon removal as a value-add – something that confers status, creates enjoyment, or improves products – we move beyond carbon offsetting as a mere cost center.
Encouragingly, we're already seeing innovative companies pioneer some of these approaches. Thanks A Ton sells digital and physical greeting cards with carbon removal attached to each purchase, partnering with multiple CDR suppliers to give customers choice in removal methods. Meanwhile, Climate Karen takes a different approach with a dollar-a-month membership model, pooling resources to purchase carbon removals while building community through merchandise and events – all wrapped in irreverent, Liquid Death-style branding that makes climate action accessible and even fun.
These pioneers demonstrate that consumer-focused carbon removal models can work when they create meaningful experiences people value. They're early experiments in what I believe should become a much broader movement.
I'm not claiming that all the specific ideas presented here will revolutionize the industry. But I am convinced that we need to start treating the carbon removal ecosystem like the "laboratories of democracy" concept often applied to U.S. states. We need diverse experiments running simultaneously to discover what truly works at scale.
So if you're a founder, investor, or innovator in this space, I challenge you: Look beyond the traditional carbon credit model. Ask yourself how carbon removal might create additional value for your customers or stakeholders. And most importantly – start running experiments.
The atmospheric clock is ticking. We need a thousand flowering approaches, not just one.
I occasionally offer strategic advisory sessions for founders and project developers navigating carbon removal and climate tech markets. If you're interested, you can book time here.
These are really great ideas, Paul. The idea of making carbon removal part of a community identity for a creator is compelling. The key here would be a platform play that would enable creators to easily buy high quality removals (not offsets) as part of their subscription. You could actually combine multiple of these ideas (ads, streaming, patreon, stable coin, gaming) into a mutli-channel platform.