As the climate crisis deepens, businesses and consumers are joining non-profit groups and government entities in a global tree-planting boom. The business of tree planting is flourishing. At the same time, tree planting by businesses is also booming as large corporations see the value in planting trees.
However, if executed poorly, these projects can exacerbate the issues they aim to address. Planting unsuitable tree species in inappropriate locations can diminish biodiversity, accelerate extinctions, and weaken the resilience of ecosystems.
Companies that engage in tree planting must aim for more than just boosting their public image. By embedding sustainable practices into the corporate value chain—whether through insetting or ecosystem restoration—businesses can create meaningful environmental and social impacts.
Research highlights that, for a majority of companies, there is little or no evidence that they pay enough attention to the ultimate purpose of the tree planting, to the landscape within which these efforts take place, or to the role of trees in a wider perspective: the emphasis is clearly on the number of trees planted.
Planting trees is nothing new. Already in 1977, the Nobel laureate Wangari Maathai started her ‘Green Belt Movement’ to plant trees in Kenya. The movement had a dual role: to plant trees and to empower women. Other similar initiatives include Tony Rinaudo’s farmer-assisted natural regeneration programme in Niger started in 1983, and the United Nations’ ‘Plant for the Planet: Trillion Trees’ campaign started in 2004, inspired by Maathai’s work.
To identify the reasons for investing in tree planting, we can categorize the various underlying motivations for companies to engage in this practice. Although there may be some overlap, different motivations are linked to specific departments or business units, each with its own budget. Therefore, it is important to distinguish between them. Below are eight key reasons companies participate in tree planting:
- Remediation: To repair environmental damage, especially in industries like mining, where companies are required to restore land after operations.
- Offsetting: To reduce carbon or biodiversity footprints, compensating for emissions or losses. Some sectors, like airlines, are legally mandated to offset emissions, sometimes through carbon credits.
- Communications: To enhance public image and manage PR. Tree planting is a simple, positive message many companies use to boost their reputation.
- Marketing: To drive sales by linking purchases to tree planting, appealing to eco-conscious consumers.
- Engagement: To promote team-building or customer engagement through fun, interactive activities like tree planting.
- Ecosystem Services: To maintain or enhance essential ecosystem functions, such as carbon sequestration, water, and biodiversity, benefiting businesses reliant on land resources.
- Sustainable Development Goals (SDGs): To contribute to global sustainability efforts, as companies report on their progress toward the 17 SDGs.
- Sustainable Sourcing/Insetting: To plant trees within supply chains, particularly in the food sector, improving social and ecological impacts while responding to demand for ethically sourced products
Here are five ideas we think are key to tree-planting programs:
- Get the right tree in the right place and ensure quality over quantity. This approach may require more initial investment per tree but will yield larger-growing, healthier, long-lived trees that provide environmental, social, and health benefits.
- Prioritise education, awareness and community engagement
- Track, monitor and report on the survival and health of all trees planted. Share success stories and lessons learned in order to inspire and continually improve planting efforts.
- Work in partnership with other entities to expand planting programs that have demonstrated past success.
Goumbook offers a unique opportunity for companies to invest and contribute to restoring biodiversity and ecosystems by planting trees, especially native species like the Ghaf in the UAE. For companies, engaging in tree planting through initiatives like Give A Ghaf means going beyond the numbers and focusing on long-term education and environmental impact. Involving employees and stakeholders in tree-planting activities promotes environmental education, fosters team-building, and creates a positive public image. These efforts don’t just reflect short-term corporate responsibility; they build a lasting legacy for future generations through transparency, quality partnerships, and community engagement.
Join us in planting the right trees, in the right places, for a better, greener future.