These days, paying to plant trees or investing in green projects as a way to balance out your carbon emissions is a pretty standard method of easing your environmental conscience. Known as carbon offsetting, the process has spawned a thriving business making billions of euros every year as companies trade carbon credits to reach climate change goals.
You can now even offset to undo your own personal environmental damage, with airlines and organisations offering to help you take full responsibility for your residual emissions. For a small fee, of course. Increasingly, however, this sustainability solution has come under fire from activists as being little more than greenwashing. Critics have compared it to the practice of selling indulgences in the ancient Catholic church; you can live how you want as long as you have the money to buy off your sins.
What if, instead of making environmental protection a side issue, businesses made these kinds of carbon-absorbing projects a part of the new normal?