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Jane Blacklock
Head of ESG at Passenger
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Customer success story
Retail & Apparel
Passenger is building a world where every product gives back
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Commitment: Growing their Plant & Protect initiative
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Earthly changemaker since 2024
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Biggest win: Reached 1 million trees planted in 2024
The challenge
Passenger wanted a partner to help diversify their planting beyond East Africa while maintaining transparency and access to reliable impact data. As a direct-to-consumer brand, it was also essential to engage customers in their impact story and show how every purchase contributes to positive change.
The action
Earthly’s platform enabled Passenger to expand planting into new regions and access detailed environmental and social impact reporting. This data supports their ESG storytelling, helps communicate progress to customers and prepares the brand for future offsetting as part of its decarbonisation strategy.
The results
Passenger removed over 567.8 tonnes of CO₂ through Earthly, expanded planting globally, and strengthened their Plant & Protect commitment. The partnership also empowered their business-to-business customers to plant a tree for every purchase and communicate measurable environmental and community benefits.
Positive impact so far
Carbon
567.8
Tonnes of carbon removed
Trees
473,169
Trees planted
Social
90 years
of employment
“What we love about this partnership is being able to quantify employment and community impact - it’s meant we’ve been able to not only increase planting totals and fulfill new B2B commitments, but also show customers how their choices when they shop with us make a real difference.”
Why Passenger chose Earthly
Earthly’s flexible funding approach and integrated reporting platform made it easy for Passenger to scale their impact without committing to rigid forecasts or minimum quantities. This flexibility proved especially valuable during a year affected by tariff changes in the USA.
Transparent reporting and social impact insights were essential, enabling Passenger to show customers the full scope of their Plant & Protect commitment, from employment created to communities supported. For Passenger, these insights strengthened trust and engagement with both customers and B2B partners.
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Benefitting people, nature and climate around the world
Project supported by Passenger
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Mangrove regeneration - Maroalika, Madagascar
Through this initiative, Passenger have helped to plant magnificent mangroves in Maroalika, Madagascar. Mangroves store even more carbon than traditional forests and provide multiple benefits to coastal communities like storm protection and water filtration. Each tree removes around 308kg of carbon dioxide (CO2) from the atmosphere throughout its life cycle.
Discover project