Quicklinks

• Earth Day Round-Up

• Cata-lyst – 6 Things to Expand Your Sense of Reality

• Culture Moment – Thanks a Bot

• 5 Marketing Moves

• Wait, What?! Science & Technology Breakthroughs

• TL;DR

Hello Earthlings,

Yes, it’s that time of year when a multitude brands roll out to show what they are doing for Earth Day.


But why keep such an important message to just one day?!

We’ve looked at 80 innovations that are making Earth Day every day.

From turning CO₂ into butter to transforming discarded plastic into new apparel, companies are rethinking their entire business models in the name of environmental repair.

These aren’t just gestures.
They’re blueprints.

And we’ve been tracking them closely with Future Possible, our digital platform for navigating the signals leading us all to what's next.

Below are just a few of the innovations we collated, the rest you can download below…

Circular by Design

• Samsara Eco is breaking down “unrecyclable” plastics for reuse, teaming with Lululemon to show what circular fashion can actually look like.

• Pinter transforms consumers into producers. It cuts emissions from transport and packaging while reshaping rituals around indulgence.

• Timex launched its ReWound program, a takeback and refurbish model built to make 50% of their collection eco-conscious by 2025.

Radically Transparent

• Nobody’s Child is rolling out Digital Product Passports for full traceability across their garments.

• Sapling Spirits, prints climate transparency on every bottle, combining regenerative practices with carbon data you can actually see.

• Blueland is redesigning the cleaning aisle with zero-waste, just-add-water refills; its functional design meets environmental intent.

Labs, Not Land

• Savor is making butter from captured carbon.

• Air Vodka uses CO₂ as its core ingredient, serving up pleasure that literally pulls pollution from the air.

• Illy’s soil-restorative coffee shows how agriculture and indulgence don’t have to be at odds.

Sustainable Style Without the Greenwashing

• Brands like MATE the Label, Harvest & Mill, and Outerknown are designing fashion with local supply chains, real fair trade practices, and regenerative materials.

• Innovations like Malwee’s CO₂-absorbing t-shirt and CynoSkin’s carbon-capturing paint show how sustainability can be engineered into the material itself, not just slapped on top.

Legacy Brands, New Playbooks

• Microsoft isn’t just aiming for net zero, it’s planning to remove all historical emissions by 2050.

• Subaru continues to run zero-landfill factories.

• Diageo is rebuilding its supply chain around regenerative agave, flipping the script on how indulgence is grown.

Beyond Offsets

• Graphyte turns waste into carbon storage bricks, buried underground for long-term impact.

• Equatic is extracting carbon from seawater while producing clean hydrogen.

• Beyond Belief Brewing makes beer from leftover pasta, showing how even waste streams can become delicious.

The Takeaway:

This isn’t about checking the sustainability box.
It’s about rewiring the system. Earth Day isn’t a campaign.
It’s a checkpoint. A moment to ask:
What are we building? And who are we building it for?

It’s about systems design, supply chain storytelling, and the quiet radicalism of getting it right.

This is just a snapshot of what we’re tracking.

👉 Download the detailed list below

💬 Curious about Future Possible? Want to see what this looks like in motion? Let’s connect.

Six finds to expand your sense of reality (and maybe pleasure too).

1. The Most Watched TikTok Is... a Black Screen?
   A single video of a black screen has quietly amassed over 3.7 billion views, nearly a billion more than any other video on the platform. No dancing. No drama. Just void. What does that say about attention, saturation, and what we really want to see?
   → Enter the void

2. Scientists Discover a New Colour (That You Can’t See)
   A new shade somewhere in the turquoise family has been discovered, but here’s the catch: your screen can’t display it. It exists outside the RGB spectrum. A reminder that there are still things in the world we can’t click or scroll through.
   → Read more

3. The Roof That Cools You Down
   As heatwaves become the new norm, a simple, scalable fix is gaining traction: cool roofs. Reflective surfaces that drastically drop indoor temps, reduce heart strain, and cut energy use. Function meets wellbeing.
   → Listen to the science

4. Culture, Flattened by the Feed
   Kyle Chayka’s Filterworld unpacks how algorithms promised personalisation and delivered sameness. From Spotify to TikTok, we’re all tuned into the same recommended soundtrack.
   → Read the book

5. The Canola Oil Panic – Real Threat or Manufactured Outrage?
   It's being called toxic, engine-grade, and even “one of the deadliest things you can eat.” But is canola oil really the villain TikTok and RFK Jr. claim? Or is it just the latest victim of internet misinformation?
   → Listen to the breakdown

6. A Gravity Simulator That’ll Pull You In
   Ever wonder how heavy you'd feel on Jupiter? Or how high you'd jump on the Moon? This deceptively simple simulator lets you experience gravity on other planets and reveals just how weird Earth is.
   → Try the simulator

Thanks a Bot

We have created machines that mirror human behaviour, robots that respond with empathy, AI that learns our tone, and chatbots that say "you're welcome" when we type "thank you."

However, there is a paradox: these small gestures of politeness, like saying thank you to ChatGPT, contribute to millions of dollars in unnecessary energy consumption. In our effort to make machines more human-like, we have inadvertently developed a system that quietly harms the planet.

While being polite to our future computer overlords may seem like a good strategy, we must consider the cost. (week

Who is really adapting to whom? And what are we willing to unlearn to preserve what matters most?

Marketing Moves

From space runs to sofa steps, cocktail collabs to campaign calls—this Earth Day (week), the best ads remind us that progress, like the planet, thrives when we care deeply, design consciously, and act collectively.

Zendaya blasts off in a surreal, sci-fi dreamscape for On, turning a space mission into a euphoric, gravity-defying metaphor for motion, mindset, and escape.

IKEA’s latest spot turns a toddler’s first steps into an emotional epic; celebrating furniture not just as function, but as the quiet stage where life’s big little moments unfold.

This tongue-in-cheek campaign uses irony to expose sexist clichés and the gender pay gap, turning tired tropes into sharp, uncomfortable truths that demand a double take.

Trussell Trust’s “Football vs. Hunger” campaign unites rival fans against a bigger opponent, spotlighting food poverty with grit, heart, and the unifying power of the beautiful game.

@mundialmag

Anti-poverty charity @Trussell have today launched their Football vs Hunger campaign with a brilliant video from @Bryan’s Gunn. 1 in 7 peo... See more

Kahlúa and Tony’s Chocolonely team up for the ultimate indulgence-meets-impact collab, serving up the “Espresso Martony” as a sweet, boozy rebellion against bitter supply chains.

Wait, What?!

This week’s tech breakthroughs are reshaping how we heal, power, map, and move through the world.

Before you jump into your next meeting, try this:

Take two minutes to step outside, sip something sensory (tea, cacao, sparkling water, your pick), and do nothing else. No phone, no notes, just a moment of pause.

It’s a small act of pleasure, but it recalibrates your nervous system, sharpens focus, and creates just enough space to remember what you’re building, and why.

TL;DR

• Brands are ditching Earth Day gestures for everyday systems change, circular, transparent, regenerative.

• From CO₂ butter to climate-tagged spirits, sustainability is becoming deliciously strategic.

• Tech isn’t just adapting to us, we're learning to adapt for the planet (even when it means saying “thanks” less).

• Marketing is leaning into design with heart, humour, and real impact, from space runs to chocolate-fuelled rebellions.

• New tech is rewriting everything: how we heal, map black holes, store solar, and deliver meds by drone.