Is Nature the Next Big Investment? (And How to Profit Without Destroying It)

Joonas Plaan, a board member of the Estonian Fund for Nature (ELF), discusses the importance of sustainable investing, the role of NGOs in guiding corporate responsibility, and the challenges of quantifying nature's value.

Joonas shares insights on successful restoration projects in Estonia and the growing trend of companies supporting environmental initiatives, highlighting the need for a shift in how businesses perceive their relationship with nature.

Fiona Alston interviewed Plaan live at Impact Day festival in October 2024.

Takeaways

• The Estonian Fund for Nature focuses on marine issues, climate change, forestry, wetlands, and volunteer work.
• Investors should prioritize sustainable projects over fossil fuels and greenwashing.
• Collaboration between NGOs and companies can guide sustainable investments.
• Nature restoration projects are becoming legally mandated in the EU.
• Companies can be profitable while being environmentally responsible.
• The value of nature is often difficult to quantify in monetary terms.
• Successful restoration projects can attract corporate support without expecting returns.
• Mastercard's initiative shows how companies can contribute to environmental causes.
• The future of corporate responsibility includes more investment in nature.
• Changing perceptions about nature's value is crucial for sustainable business practices.

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