To market a nature-based solutions or carbon project, build one clear core story, then tailor it for buyers, funders and communities. Show your evidence: methodology, standard, registry links, monitoring and honest risks. Avoid vague or offset-based neutrality claims, and grow a relationship pipeline through LinkedIn, regular updates, events and a CRM.
- One core story, several audiences.
- Show the evidence, link the registry, admit the risks.
- Offset claims carry specific FTC and EU rules.
- Relationships, not ads, drive most of this market.
Who are you marketing to?
Nature-based solutions and carbon projects have unusually varied audiences: corporate buyers and their sustainability teams, funders and investors, landowners, local communities, partners and policymakers. Each needs a different level of detail, but they should all hear the same facts.
What should your core story include?
| Element | What to say |
|---|---|
| The place | Where the project is and what it protects or restores |
| The people | Who runs it, and the role of communities and partners |
| The method | The standard or methodology used, in plain language |
| The evidence | Monitoring, verification status and registry links |
| The risks | What could go wrong and how you manage it |
How do you make carbon claims credibly?
Buyers increasingly look for credits that meet recognized quality benchmarks, such as the Integrity Council's Core Carbon Principles (ICVCM). In the US, the FTC Green Guides call for sound accounting, no double counting and disclosure of future reductions (16 CFR 260.5). In the EU, product claims of climate neutrality based on offsets are banned (Directive (EU) 2024/825). Say exactly what was measured and verified, and no more. See greenwashing rules.
How do you explain a project to non-experts?
Lead with the place and the people, then the outcome, then the method. Use photos from the site, a simple map, and one or two numbers you can stand behind. Save the technical detail for a linked document for buyers and funders who want it.
How do you build a buyer and partner pipeline?
This market runs on relationships. Share regular, honest updates on LinkedIn and by email, follow up after every event and meeting, and track each organization and conversation in a CRM so nothing is dropped. See forestry, carbon and NbS marketing and thought leadership.
Want your project's story and claims reviewed? It's part of the Visibility & Lead Audit.
Book your Visibility & Lead AuditFrequently asked questions
Should we advertise carbon credits online?
Paid ads play a small role. Most buyers come through relationships, brokers, registries and reputation.
How do we talk about co-benefits?
Be specific and evidence-based, for example biodiversity or community income, and explain how you measure them.
Can we say our project is 'carbon positive'?
Be very careful. Such claims face scrutiny under FTC guidance and are restricted in the EU for products based on offsets. Ask your advisors.
Do you verify projects?
No. Verification belongs to accredited bodies. We help you communicate verified facts clearly.
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Shiela De La Cruz
Founder of Anchor Growth Co, a marketing and automation agency for environmental businesses. A forestry graduate (BS Forestry, magna cum laude, UP Los Baños) who has worked on environmental projects since 2023 and holds three HubSpot certifications, Shiela builds marketing and follow-up systems for environmental businesses. More about Shiela