For the founder and CEO of the climate tech company, the most effective way to fight climate change is by providing incentives
Max Song is taking a data scientist’s approach to tackling climate change. He is the founder of Carbonbase, a company that allows people to calculate their carbon footprint and offset it, offering them earn rewards for doing so. It also consults with companies that want to reduce their carbon footprint, including helping them to track their emissions using blockchain technology.
Born in the US, Song moved between there and China several times during his childhood, a period he says helped to instill resilience in him from early in life. An academic high flyer, he conducted genetic engineering research at the NASA Ames research centre; worked as a teaching fellow at Singularity University, which he says “opened my eyes to all the crazy things that technology was doing to various industries”; and studied at the prestigious Brown University, where he launched its first startup accelerator. He also took two years off from university to work at a variety of startups in London, Paris and Silicon Valley.
“I spent two years looking at investments in the blockchain sector,” he says. “It helped me to investigate what blockchain was useful for and whether we could find some of these use cases in the environmental sector.
“Blockchain allows you to have a unique identity for each person, which means that you can incentivise them to make improvements. You see a lot about play to earn, where people play games to earn money [usually in the form of cryptocurrency]. How about reduce to earn? I was interested to see whether this could be used to address climate change.”
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He first founded a consultancy to help large companies in Asia use blockchain effectively. One of his clients, environmental services giant Veolia, asked him to provide training on the technology, then to propose and build an industrial blockchain system.
He then launched Carbonbase in early 2020—not the most auspicious time to launch anything, except maybe a mask factory or home tutoring service. “The first year was quite a challenge, but it was a good crucible for our existence. You become more heightened and agile in terms of how you make the business survive.”
Although the consumer carbon calculator and offsets are the most visible public face of the company, it’s in its work with corporations where it makes its money—and where Song believes there’s the opportunity to make the biggest impact. “We realise that large companies are the ones who are prepared to pay to become carbon neutral.”