Businesses have been trying to find their role in climate action. For many, though, the road from intention to impact feels unclear, cluttered with buzzwords, misinformation, and fear of greenwashing. That’s why I was thrilled to sit down with Adam Boita, Chief Marketing Officer at Ecologi, on this episode of the Growth Leap Podcast. With over 17 years of marketing experience spanning brands like PlayStation and Pernod Ricard, Adam is now leading the charge for meaningful, measurable climate action.
At Ecologi, Adam and his team focus on making sustainability not only achievable but also impactful for businesses. Here’s how they do it—and the lessons startups and enterprises alike can take away.
Ecologi started as a consumer-facing platform but evolved into a B2B powerhouse. They offer businesses tools to fund high-quality climate action projects, whether through employee engagement programs or seamless integrations for e-commerce platforms.
“Businesses come to us because we’ve built trust. Transparency and quality are non-negotiables for us,” Adam shared. Ecologi’s public registry, where users can see exactly where their money goes—right down to retired carbon credits—is a big part of that trust.
"Every business should be measuring their carbon footprint, setting reduction targets, and communicating their intent transparently—it's not about perfection, but meaningful progress." - Adam Boita, Ecologi CMO
There’s been a couple of scandals around carbon credits over the years, but this shouldn’t stop us from fixing the issue and building a better system. I wouldn’t have done my job properly if I hadn’t asked Adam about this and what Ecologi is doing to avoid the double counting and other related issues. Adam didn’t shy away from discussing the controversies.
For Ecologi, rigorous due diligence is key. “We go beyond industry standards like Gold Standard and Verra,” Adam explained. “Our impact team runs additional layers of assessment, so businesses know they’re funding projects that deliver real-world benefits.” This commitment has allowed Ecologi to plant over 80 million trees and avoid 3 million tons of carbon emissions in just a few years.
In an industry often characterized by doom and gloom, Ecologi has taken a different approach. Their recent campaign blends wit with purpose, addressing the hesitations many businesses feel about taking their first steps toward sustainability.
“Humor breaks down barriers,” Adam noted. “It’s less about shaming people and more about showing them what’s possible.” This approach is grounded in authenticity and backed by a track record of measurable impact.
For the marketers and founders out there, I encourage you to listen to Adam speaks about his personas and then watch the video ad. You’ll see his theory and frameworks turn into action.
"Humor and wit, especially in a space dominated by fear-based messaging, can break down barriers and make climate action more approachable. It’s about inspiring people, not shaming them." - Adam Boita, CMO Ecologi
Adam shared a peek behind the curtain at how Ecologi plans its campaigns, balancing brand-building with performance marketing. For Adam, investing in brand awareness upfront pays dividends by making lead-generation efforts more effective later.
“Awareness campaigns create intrigue and set the stage for action,” Adam said. By using multiple channels, from LinkedIn to programmatic video ads, Ecologi ensures their message reaches decision-makers where they are.
Adam’s journey offers several lessons for companies looking to align profit with purpose:
For businesses ready to accelerate their climate journey, Adam and Ecologi provide both inspiration and a blueprint. Listen to the full episode for more insights and actionable advice on how to align your company’s goals with meaningful impact.
01:16 - Standing Out in a Crowded Climate Action Space: The Ecologi Way
03:24 - Empowering Businesses with Ecologi’s Game-Changing Solutions
06:24 - Cracking Carbon Credits: Challenges and the Path to Transparency
08:59 - Breaking Barriers with Wit: Inside Ecologi’s Bold New Campaign
12:04 - Marketing with Purpose: How to Plan Campaigns That Deliver
15:04 - Switching Gears: Lessons from a B2C-to-B2B Marketing Transformation
18:29 - Beyond Features: Building a Culturally Relevant B2B Brand
27:31 - From PlayStation to Planet Protection: Adam Boita’s Career Journey
30:30 - Marketing Mastery: Advice for Aspiring CMOs and Entrepreneurs
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