In 2020, Thrive joined the Million Tree Pledge. We were a team of four, committing to a number that felt almost absurd: one million trees by 2030.
Fast forward to today, and we’ve just hit the quarter mark. 250,000 trees planted.
So why does this still matter? And what have we learned along the way?
It’s About Legacy, Not Optics
The Million Tree Pledge wasn’t just a sustainability target. It was a challenge to ourselves and to the idea that doing good and doing well are mutually exclusive.
In this interview, I talk about what drove us to sign up. It came down to three things:
- A desire to create a legacy that lives beyond the business
- A belief that small businesses can lead on climate action
- A challenge to the assumption that sustainability is a burden rather than a catalyst for growth
We wanted to prove that being a business for good is good for business.
We commit 20% of our profits to reforestation. It’s part of how we show up, not just as a B Corp but as a business trying to walk its talk.
It’s More Than Trees
Reforestation isn’t just about the tree count. It’s about restoring ecosystems and supporting communities.
Through Veritree and Ecologi, we support high-integrity projects around the world. One example is mangrove planting in Madagascar.
Mangroves sequester up to four times more carbon than tropical forests. But that’s just the start. They also:
- Protect coastlines from erosion
- Support biodiversity
- Improve fisheries
- Provide local livelihoods
Monitored, Maintained, and Mapped
Tree planting done badly is worse than not planting at all. That’s why we work with partners who prioritise transparency and long-term impact.
Veritree uses a mix of ground monitoring, drone tech, and satellite data to track every planting site. We know where our trees are, what species are thriving, and how biodiversity is changing over time.
Not a Silver Bullet, But Still a Powerful Tool
We get it. Tree planting has had some dodgy press.
Done well, reforestation remains one of the most accessible, scalable, and effective climate solutions we have.
It won’t solve everything. But it’s a tangible step. And it gets people thinking longer-term.
Small Business. Big Ambition.
We’re still a small team. But 250,000 trees in, we’re more convinced than ever that scale isn’t the point, commitment is.
If you’re curious about what this actually looks like, take a look: impact.veritree.com/thrive
And if you’re a small business wondering whether it’s worth making your own pledge: yes. It is.