Earthtrust
From activity to integrityEarthtrust helps organisations align values, decisions, and action
so they can lead with credibility, contribute positively, and earn lasting trust.
“We want to help the companies, the organisations, the institutes, any organisation who’s trying to make the world a better place. To prove that they’re really doing that.”
Scott Pynton, co-founder
EARTHTRUST
Why Earthtrust exists
Trust has become harder to earn in a world where organisations are making bigger promises, audiences are asking sharper questions, and the line between genuine action and polished messaging is not always easy to see.
Earthtrust exists to bring greater clarity to that space by helping organisations show what they are doing, why it matters, and the evidence behind it in a way that is open, credible, and easy to understand.
It is a simpler, more transparent way to build trust, not by saying more, but by showing more.
What we do
Clarify what matters
Identify the values, commitments, and priorities that should guide decisions and behaviour.
Turn principles into action
Shape meaningful claims, initiatives, and practices that reflect genuine responsibility rather than surface-level signalling.
Build trust through evidence
Show progress in ways that are clear, credible, and understandable to stakeholders.
Claims: A practical way to evidence integrity
How a claim earns the Earthtrust badge
The claim card is what people see.
The verification process is what gives it weight.
This section shows how we check that a claim is true.
Claim
a specific, measurable statement made by a project.
Evidence
the documents and data submitted to support the claim.
Source
who produced each piece of evidence, and their relationship to the project.
Review
Earthtrust assesses each piece of evidence against its source and assigns it a grade.
Grade
Supporting document gets an A, B or C grade, shown on the claim page, Supported by evidence at several grades.
A
Grade A
Fully independent evidence, with no financial, professional or personal link to the project. At Earthtrust, “independent” means only this.
(examples: public satellite imagery, peer-reviewed research, government datasets.).
B
Grade B
Third-party evidence from an external organisation that is hired or funded by the project. External, but the funding link adds potential bias.
(examples: paid consultant reports, commissioned audits.)
C
Grade C
Self-reported evidence produced by the project itself. Useful context and proof of activity, but the least independent.
(examples: internal photos, logs, self-reported metrics.)
A claim is not graded as a whole. Each piece of evidence is graded on its own, and a strong claim usually combines several. Grad A anchors credibility, grade B adds external review, grade C adds context and proof of activity. Reading a claim means looking at all its evidence together.
Who Earthtrust is for
Earthtrust is designed for leaders, founders, organisations, institutions, and decision-makers who are trying to create meaningful change and who want their actions to stand up to scrutiny.
- Founders building values-led businesses
- Leaders shaping responsible strategy
- Organisations seeking credible communication
- Institutions navigating trust, accountability, and impact
… And why it matters
In a world facing environmental, social, and institutional challenges, trust is no longer built through messaging alone. It is built through coherence, between what organisations say, what they do, and what they are willing to stand behind.
Earthtrust helps close that gap.
Integrity in practice
See how organisations are turning commitments into credible action.
Apella Advisors
Apella Advisors pairs purpose-led strategy with credible climate action. Through annual greenhouse gas reporting and ongoing investment in carbon removal credits, the firm works to remain both annual and lifetime carbon zero.
Ricehouse
Ricehouse transforms rice agriculture by-products into construction materials that store carbon for the long term. The result is a circular, design-led solution that combines innovation with measurable environmental benefit.
Durrell Rewild Carbon
Durrell Rewild Carbon restores threatened ecosystems in ways that absorb carbon, protect biodiversity, and support local communities. It is climate action designed to regenerate, not simply offset.
EARTHTRUST
Leadership
Gustaf Palm
Community & Engagement
Gustaf is a community builder and engagement designer who creates programmes, partnerships, and experiences that foster collaboration and meaningful impact. He combines strategic thinking, facilitation, and regenerative practice to help communities thrive around shared purpose.
Sarah Syed
Sustainability Strategy & Delivery
Sarah works at the intersection of sustainability strategy and operational delivery, helping organisations turn ESG frameworks into practical, measurable action. With international experience across the US, UK, GCC, and UAE, she brings expertise in carbon accounting, compliance, and responsible sourcing.
Scott Poynton
Trust, leadership, and systems change
Scott has spent more than four decades helping leaders and organisations navigate sustainability, responsibility, and trust. As founder of Earthworm Foundation, he has shaped major advances in responsible sourcing and no-deforestation policy.
Magnus Edvard Nielsen
Technology & Product
Magnus is a technology and product leader with more than 12 years of experience building digital products, teams, and companies across B2B and B2C. He brings strategic technology thinking together with hands-on leadership and a strong focus on scaling with clarity.
Adrian C. Prelipcean
Engineering & Data Systems
Adrian is an engineer and entrepreneur with more than 10 years of experience across software development, data science, and scalable systems. With a PhD in GeoIT and Transportation Science, he brings deep expertise in geospatial systems, optimisation, and cloud infrastructure.
Julien Hayere
Agronomist Engineer
Julien is an agricultural engineer specialising in agronomy, carbon markets and environmental sustainability. He brings field experience and technical expertise to the verification of environmental claims, with a focus on practical, science-based solutions that create measurable impact.
... people can look and say, "Wow, they're really doing it".
Scott Poynton - CEO / Co-founder