In the innovative space where business meets sustainability, Cat Long, CEO and co-founder of Trace, is pioneering an approach to help small and medium-sized enterprises (SMEs) embark on their journey towards carbon neutrality. In this episode of The Mucky Middle, Cat shared her insights and aspirations for making environmental accountability accessible and practical for businesses.
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The genesis of Trace
The inception of Trace was driven by a serendipitous combination of market opportunity and personal initiative. Cat and her co-founder, recognising the advanced climate action landscape in Europe, saw a parallel potential in Australia and beyond. This realisation led them to pivot from a consumer-focused carbon offsetting model to a B2B platform that assists companies in understanding and managing their carbon footprints.
Empowering through technology
Trace’s primary mission is to simplify the complex world of carbon accounting for SMEs, enabling them to take actionable steps towards reducing their environmental impact. The platform offers tools to measure emissions, identify reduction strategies, and compensate for unavoidable emissions through high-quality carbon credits. This holistic approach not only facilitates compliance with emerging global standards but also empowers businesses to participate actively in the climate change solution.
The challenges of cross-continental expansion
Expanding operations to the UK, Cat highlighted the strategic move to align Trace with a more mature market in climate action. This expansion is not just about geographical growth but also about enriching the company's knowledge base and enhancing its service offerings by leveraging advanced practices from a region that has been at the forefront of sustainability.
Overcoming bbstacles with innovation
Transitioning from a B2C to a B2B model presented unique challenges and learning opportunities. Trace’s evolution was characterised by a willingness to adapt and innovate—a process that involved redefining the product to meet the specific needs of businesses rather than individual consumers. This pivot was crucial in addressing the more substantial budgets and broader environmental impact potential of corporate clients.
The role of leadership in sustainable business practices
As a leader, Cat embodies the qualities necessary to steer a purpose-driven company in the complex field of sustainability. Her journey underscores the importance of resilience, adaptability, and visionary leadership in overcoming obstacles and seizing opportunities. By fostering a culture of continuous learning and openness to change, she ensures that Trace remains at the cutting edge of sustainability practices.
Conclusion: shaping a sustainable future
The discussion provided an enlightening look at how Trace is shaping the landscape of corporate sustainability. Cat's story is a compelling example of how visionary leadership can harness the power of technology to make a significant impact on the planet. For businesses looking to embark on their own sustainability journeys, Trace offers not just tools but a partnership in fostering a greener, more sustainable future.
This story serves as an inspiring blueprint for other entrepreneurs and business leaders striving to integrate purpose with profitability, demonstrating that with the right approach, even small enterprises can play a monumental role in combating climate change.
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