An image from 1993 showing protestors with signs to ask for the protection of Clayoquot sound

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.

Read Our Story

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.

About our approach

Impact stories

Starbucks HQ

How We Upended an Industry by Moving Starbucks

July 1, 2022

Leather: How We Connected High Fashion and Amazon Clear-Cutting

January 6, 2022

One County. One Vote. Hundreds of Game-Changing Policies

October 18, 2021