{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Grow Good ","title":"How Brands Can Build A Credible Climate Strategy: Austin Whitman, CEO of The Climate Change Project","html":"","width":"100%","height":180,"duration":3212,"description":"EPISODE SUMMARY\nWhat does it take for brands to make real progress on climate action? Austin Whitman, co-founder and CEO of The Climate Change Project, explains how The Climate Label helps companies move from climate promises to measurable action. He shares the four-part framework behind the certification (measure, plan, fund, and amplify), and why funding climate work needs to be treated as an operating decision rather than simply a communications exercise.\nThe conversation also gets into the harder business questions: how much carbon measurement is actually necessary, when to prioritize internal decarbonization versus outside climate projects, and how to maintain a certification standard when companies want an easier path. Austin explains why The Climate Label has changed its model, how it is adapting to a tougher political and business environment, and why specificity is one of the best defenses against greenwashing. He also shares a useful operating principle for values-led companies: decide what is non-negotiable before the market forces the question.\nKEY INSIGHTS\n\nThe shift from climate promises to actually putting a dollar value on a company's emissions\nThe four-part climate action framework: measure, plan, fund, and amplify\nWhy reporting emissions is only the starting point, not climate action itself\nHow companies can focus on their biggest sources of emissions instead of getting stuck measuring every detail\nThe principle of making the easy things easy while keeping meaningful accountability hard\nWhy The Climate Label refused to certify a single product line when doing so could mislead consumers about the broader brand\nThe tension between proving ROI and investing in climate work because it strengthens the business over the long term\nWhy The Climate Label shifted from a carbon-neutrality model to a dollar-per-ton climate funding model\nHow an on-ramp of high-quality external climate projects can eventually lead companies toward deeper internal...","thumbnail_url":"https://img.transistorcdn.com/4_W9iNxov8TbmJi0hwOHIXG4gxg89YSz70tugMNyhMg/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9kZjEy/ZjJiMmJhNTdiZTI0/MGU1YzdmNzdmOGZk/ZjlhMS5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}