About Us
We are a growing team of strategists, researchers, communicators, policy and issue experts — plus a powerful global network of donors, activists, and community members from every walk of life, united in our demand for transformational change.
![An image from 1993 showing protestors with signs to ask for the protection of Clayoquot sound](https://b3056328.smushcdn.com/3056328/wp-content/uploads/2022/10/stand-war-in-the-woods-scaled.jpg?lossy=1&strip=0&webp=1)
How we got here
We got our start on the frontlines defending old-growth forests in British Columbia from clear-cutting. We asked: Who was buying the products made from these trees? What would happen if they learned the truth about it? We’ve been asking questions — and reforming industries — ever since.
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Mindfulness. Equity. Principle.
Consciousness creates capability. We train our staff in mindfulness, center equity, and operate on a set of core principles—bringing greater awareness to our work every day.