does this work?
How CHOOOSE works
Big polluting industries around the world can either buy carbon credits and continue polluting or just pollute for free. At the same time we can produce energy with clean and renewable sources. We believe supporting these climate positive projects by buying their carbon credits and helping them knock out the dirty polluters is the way to go.
Our collaboration with the UN allows us to go into carbon markets to delete carbon credits on behalf of people and companies. One carbon credit is equal to one ton of CO2. Each dollar spent on carbon credits goes directly to fund the best sustainable projects worldwide.
Where the money goes
A few examples of the type of projects CHOOOSE funds with the money used in carbon credit offsetting:
CHOOOSE is a platform for climate action battling the core problem of climate change – emissions from big polluters.
We buy carbon credits, tear them apart and throw them in the trash. The
money goes to UN-regulated clean energy projects in developing countries. With a CHOOOSE
subscription you can go climate positive – and offset more than your carbon footprint.
We go into the carbon markets on behalf of our community where we buy and delete the carbon
credits. In reality, we (you) fund removal of air pollution (CO2e) at global scale, via green projects in
developing countries. But we also try to have some fun along the ride. We believe mixing climate
action with culture and creativity is the best (and most inspiring) way to achieve our ultimate target:
turning people climate positive.
So-called offsetting is the process by which an individual or organization compensates for their
greenhouse gas emissions by buying climate credits. Once all of our emissions have been offset, we
can say that we are climate neutral. With CHOOOSE we seek the status of climate positive, offsetting
even more than your own emissions.
When you purchase and delete carbon credits with CHOOOSE, you actually fund projects that reduce
emissions in developing countries. A project might install new renewable energy facilities, restore
forests, deliver clean cook stoves or improve energy efficiency in homes. Known as the UN Clean
Development Mechanism, this network of projects is the biggest of its kind in the world.
Carbon footprint is the total carbon emissions of an individual, product or corporation.
A carbon credit represents the removal of one tonne of carbon dioxide equivalent (tCO2e) from the
atmosphere and is a unit of measurement that empowers us all – companies, organizations and
individuals alike – to accelerate and support the transition to a greener future. After having reduced
your emissions as much as you can, purchasing carbon credits is a highly effective way to take climate
action beyond what you can do yourself.
Being climate positive is to neutralize more CO2 than you leave behind, and by doing so making life a
little harder for the big polluting industries and way better for great green projects worldwide. It also
means that you prefer to focus on opportunities and optimism rather than doomsday.
Our view is that climate change is a global problem and that the location of emission reductions is
irrelevant for the planet as whole. This means that a tonne of pollution reduced with a solar project in
India has the same climate effect as one ton reduced in USA. The difference between different
projects and types of reductions is mainly the cost of implementation. We believe we should cut as
much as possible per dollar spent.
The subscription service makes it the most cost-effective and impactful action any person can do to
remove their carbon footprint monthly. You may also buy 1-year packages, instead of a monthly rolling
Yes, in addition to the community of individuals, some of the largest brands in the world are working
(or have worked) with us. In addition, we work closely with the climate organization Earth Guardians,
South Pole Group, the UNFCCC and some of the leading experts globally on carbon offsetting.
Our vision is to make it more expensive to pollute and cheaper to produce clean energy, and to
accelerate the green shift. Since we entered the EU carbon market in 2017, the price of carbon credits
has increased three-fold. By partnering with the United Nations Framework Convention on Climate
Change (UNFCCC), we have also become one of the world leaders in buying and deleting carbon
credits from the UN’s platform.
Our main impact factor is how many tons of CO2 we have offset by retiring carbon credits. To clearly
see the climate effect per ton CO2, we convert CO2 into metrics we al can relate to, like flights and
number of recycling households.
Transparency is crucial to us, and we are relentlessly working on improving this. We will shortly
introduce new functionality for personal tracking of impact, which projects your impact is sourced from,
etc. All information we get from UNFCCC, our partners and the projects will be made available for all
members for you to examine. All this information is available upon request until the new functionality
automates the process.
Global standards, in addition to the UNFCCC approval, have been set up to provide assurances to
buyers that the emissions reductions generated by a particular project are real.
Credible standards provide high quality, independently verified assessments of the emission
reductions produced by a project. A great example is the Gold Standard (see below).
The credits CHOOOSE buys are subject to rigorous third-party monitoring, reporting, and verification
procedures, such as the Gold Standard.
With the help of highly competent advisors, we select projects with the highest third-party verifications available,
like the Gold Standard, which takes climate action in tandem with other sustainable development goals in the local
area, and which are documented by an independent third party. As an example, one of our latest wind farm projects in
India also funds a girls school with 291 students in one of the poorest areas of Delhi, funds health
workers in the same region and has installed 112 clean water stations.
As a business client, you can choose which project you want us to buy the credits from.
Where does the money go when I subscribe with CHOOOSE and how much does CHOOOSE keep?
The money for the carbon credits goes to CO2 reducing projects in developing countries, like wind and
solar farms, landfill clean-ups, methane capture and implementation of CO2 reducing technology. Our
portfolio covers thousands of projects. CHOOOSE charges a flat monthly fee of $0.99 per subscriber.
As of August 2018, we have offset more than 70,000 tons of CO2. More about the impact CHOOOSE
has made thus far can be found in the Impact Report 2017/2018.
As a CHOOOSER, you have a huge effect on eliminating CO2 emissions. Becoming a CHOOOSER
means stating that you love our planet and want to be part of the solution, without necessarily taking a
political standpoint. When you become a member of the pink and positive climate movement, you’ll
receive a certificate and email updates on climate action and your impact.
Through your purchase, you not only support climate action, but you also help bring other sustainable development
benefits to developing countries through the UN clean energy projects, such as improved air or water
quality, job creation, access to energy and others.
When CHOOOSE says CO2, it is to simplify. Other GHGs like methane are also covered and
re-calculated into CO2 equivalents.
We use data from the World Bank to calculate the emissions per average citizen in each country. To
see the real impact and relate it to something more familiar, we convert the amount of CO2 into for
example flights by using UN’s Carbon Emissions Calculator.
CHOOOSE is all about climate positivity and therefore seek to overcompensate for all emissions,
making people and activities climate positive (instead of ‘just’ climate neutral).
In the unlikely case that we would change the price per month, you will be notified in advance, so you
can choose whether you want to stay on the same plan. But we are always seeking ways to achieve
the same impact in the most cost-effective way, so hopefully we will rather be able to cut the prices.
Pollution is a stubborn problem. Even with our best efforts to reduce our emissions, the current state of
technological development does not allow us to avoid them all. The next best thing one can do is to
help others reduce emissions through compensation with carbon credits. We think all reductions are
great, but believe we need to do even more a.k.a. go climate positive.
No, unless you are a company offsetting your emissions under the Kyoto Protocol.
Companies’ emissions limits and trading rules vary country by country, so each emissions-trading
market operates differently. For nations that have signed the Kyoto Protocol, which holds each country
to its own CO2 limit, greenhouse gas-emissions trading is mandatory. In the United States, which did
not sign the environmental agreement, corporate participation is voluntary for emissions schemes. In
theory, for every ton of CO2 emitted, a company can buy certificates attesting that the same amount of
greenhouse gas was removed from the atmosphere through renewable energy projects such as a
In general terms, an offset is a “compensating equivalent”. Carbon offsetting means to “cancel out” or
“neutralize” CO2 emissions from a sector like aviation by financing or creating equivalent emissions
reductions in a different activity or location, like a solar farm.
One carbon credit represents one ton of carbon dioxide gas (CO2) that has been avoided or removed
through clean energy projects.
It’s a win-win situation for our beautiful planet and the UN-regulated projects in developing countries
who generate clean energy and directly receive the money for the carbon credits. This means they get
an additional revenue stream, making them competitive towards the old-world fossil energy producers.
Providing this extra source of funding also allows for more green projects being realized, and the shift
towards green energy production can be accelerated.
We receive a certificate from the issuer (like the UN or theEU) as a proof of cancellation of the carbon
Standards have been set up to provide assurances to buyers that the emissions reductions generated
by a project are indeed real, quantifiable and additional. To ensure the purchase of high-quality carbon
offsets, we pursue offsets that have been subjected to rigorous third-party monitoring, reporting and
Certified Emission Reductions (CERs) are carbon credits generated by the Clean Development
Mechanism (CDM). It is currently the only carbon credit recognized under the United Nations Climate
Change Convention and developed under rules agreed at international level by all countries under the
Kyoto Protocol. Every CER represents one ton of carbon dioxide gas that has been avoided or
removed through projects that go through a 3-part stringent, robust process of approval by the national
government of the country where the project is developed, a third-party certified validator, and the
United Nations CDM Executive Board.
There are also Voluntary Emissions Reductions (VERs) and other standards available.
How far can you count? Generally, there are too many available, so we really need to get our game
on. The UN regulated credits are being generated by new projects being initiated. So, in a way, we
would want as many as possible – provided we retire them all. There are no exact calculations on the
total number, as jurisdiction vary, markets vary and new credits flow in – and an increasing number is
No. The UN regulated credits are global. The EU specific credits are just to the EU (and the
Californian ones to California, etc.).
A collaboration with CHOOOSE would be a strong signal to the outside world as to how you choose to
approach the greatest challenge of our time. We make sustainability fun and engaging by changing
the narrative on climate change from doomsday to positivity. Take a stand as a climate positive
company and we ́ll be the bridge to your CSR-strategy from the boardroom to your employees, artists,
and clients – turning every person linked with your company into a positive climate action.
As a company taking climate action, you will also attract and retain talents. According to the World
Economic Forum and their millennial report, more than 31,000 responders born between 1982 and 2000 from 186 countries and territories consider climate change to be their No. 1 concern.
Simultaneously more than half of them believe that their views are being ignored by employers.
Furthermore, 75% of millennials say they will change jobs within 2-4 years if employment lacks greater
purpose and empowerment.
Events – personalize your sponsorships to make performers and audience climate positive. All
participants at your events will cut CO2 and effectively participate in climate action from the moment
they enter the door, meaning you can cut the emissions of the attendees during the time of the event.
Products and services – engage customers and differentiate from competitors by adding climate action
to your products or services. For instance, for every product purchased, x amount of CO2 will be
offset, making it a climate positive product.
World Bank, emissions indicator:
International Civil Aviation Organization, carbon emissions calculator:
International Civil Aviation Organization, FAQ carbon emissions:
International Civil Aviation Organization, FAQ carbon emissions: