Earthtrust
From activity to integrityEarthtrust helps organisations align values, decisions, and action
so they can lead with credibility, contribute positively, and earn lasting trust.
“We want to help the companies, the organisations, the institutes, any organisation who’s trying to make the world a better place. To prove that they’re really doing that.”
Scott Pynton, co-founder
EARTHTRUST
Why Earthtrust exists
Trust has become harder to earn in a world where organisations are making bigger promises, audiences are asking sharper questions, and the line between genuine action and polished messaging is not always easy to see.
Earthtrust exists to bring greater clarity to that space by helping organisations show what they are doing, why it matters, and the evidence behind it in a way that is open, credible, and easy to understand.
It is a simpler, more transparent way to build trust, not by saying more, but by showing more.
What we do
Clarify what matters
Identify the values, commitments, and priorities that should guide decisions and behaviour.
Turn principles into action
Shape meaningful claims, initiatives, and practices that reflect genuine responsibility rather than surface-level signalling.
Build trust through evidence
Show progress in ways that are clear, credible, and understandable to stakeholders.
Claims: A practical way to evidence integrity
Earthtrust’s platform helps organisations document and share actions that demonstrate responsible leadership in practice. These claims make visible what an organisation is doing, why it matters, and how it contributes to people, nature, and the systems that connect them.
By making action more transparent, Earthtrust helps organisations strengthen accountability, support better decision-making, and build trust over time.
A claim is a clear statement of action, commitment, or progress that can be shared as part of a broader picture of responsible practice.
Who Earthtrust is for
Earthtrust is designed for leaders, founders, organisations, institutions, and decision-makers who are trying to create meaningful change and who want their actions to stand up to scrutiny.
- Founders building values-led businesses
- Leaders shaping responsible strategy
- Organisations seeking credible communication
- Institutions navigating trust, accountability, and impact
… And why it matters
In a world facing environmental, social, and institutional challenges, trust is no longer built through messaging alone. It is built through coherence, between what organisations say, what they do, and what they are willing to stand behind.
Earthtrust helps close that gap.
Integrity in practice
See how organisations are turning commitments into credible action.
Apella Advisors
Apella Advisors pairs purpose-led strategy with credible climate action. Through annual greenhouse gas reporting and ongoing investment in carbon removal credits, the firm works to remain both annual and lifetime carbon zero.
Ricehouse
Ricehouse transforms rice agriculture by-products into construction materials that store carbon for the long term. The result is a circular, design-led solution that combines innovation with measurable environmental benefit.
Durrell Rewild Carbon
Durrell Rewild Carbon restores threatened ecosystems in ways that absorb carbon, protect biodiversity, and support local communities. It is climate action designed to regenerate, not simply offset.
EARTHTRUST
Leadership
Scott Poynton
Trust, leadership, and systems change
Scott has spent more than four decades helping leaders and organisations navigate sustainability, responsibility, and trust. As founder of Earthworm Foundation, he has shaped major advances in responsible sourcing and no-deforestation policy.
Magnus Edvard Nielsen
Technology & Product
Magnus is a technology and product leader with more than 12 years of experience building digital products, teams, and companies across B2B and B2C. He brings strategic technology thinking together with hands-on leadership and a strong focus on scaling with clarity.
Adrian C. Prelipcean
Engineering & Data Systems
Adrian is an engineer and entrepreneur with more than 10 years of experience across software development, data science, and scalable systems. With a PhD in GeoIT and Transportation Science, he brings deep expertise in geospatial systems, optimisation, and cloud infrastructure.
Alexandra Servos
Brand & Communications
Alexandra is a marketing and communications strategist with more than eight years of experience across public, private, and mission-driven sectors. She helps organisations turn complex ideas into clear, compelling narratives that drive alignment, engagement, and growth.
Gustaf Palm
Community & Engagement
Gustaf is a community builder and engagement designer who creates programmes, partnerships, and experiences that foster collaboration and meaningful impact. He combines strategic thinking, facilitation, and regenerative practice to help communities thrive around shared purpose.
Sarah Syed
Sustainability Strategy & Delivery
Sarah works at the intersection of sustainability strategy and operational delivery, helping organisations turn ESG frameworks into practical, measurable action. With international experience across the US, UK, GCC, and UAE, she brings expertise in carbon accounting, compliance, and responsible sourcing.
... people can look and say, "Wow, they're really doing it".
Scott Poynton - CEO / Co-founder