How did a job hopper become an international beacon for sustainable ecology? In the latest Difference Makers series, Yanmar CE talks to Sarah Parent, Chief Ecological Officer, Go Forest.
Sarah Parent, CEO (Chief Ecological Officer) of rapidly growing organisation Go Forest is no eco-angel. She occasionally eats meat, drives a car, sometimes flies and does a host of other things that pure eco warriors would doubtless frown upon. But that is the point of ‘middle ground activism’, she says, in that she tries her best to be kind to the planet, but she isn’t perfect. And she believes most people are the same. In fact, it’s this philosophy that helped the 34-year-old Belgian stumble upon the marketing-meets-ecology business model of her successful reforestation company Go Forest.
Now four years old, Go Forest has planted over half a million trees – set to rise rapidly to one million trees by the end of next year. Which isn’t bad going for a job-hopper and wannabe fashion designer, who struggled to remain focused on any one job for more than a few months.
Getting the suits on board
“You don’t have to be the perfect greeny,” she smiles. “I believe good things are possible for the planet if we do small things on a large scale, repeatedly.”
She got the idea for Go Forest while working for an exclusive events company and saw how wealthy people spent their money on material things. “I thought: ‘I’m sure these people also want to do good things for the planet. So, if I could make it easy for them to spend some of their money helping the planet then I’m sure they would,” Sarah says.
And so, in 2020 Go Forest took root – an unapologetically for-profit organisation that merges marketing with ecology. Its customers are mostly companies looking to do practical things to fulfil the requirements of their CSR (Company Social Responsibility) commitments. The companies identify their areas of interest and sponsor Go Forest to plant the trees. And while Go Forest will plant the trees in the shape of the sponsoring company’s logo if requested (‘why not?’ Sarah asks), don’t make the mistake of thinking this is marketing-driven greenwashing – Go Forest is deeply rooted in sustainable ecology. The organisation uses the best scientists and has the world’s largest climate consultancy South Pole as an active investor.
We don’t ‘plant and go’
“I don’t believe in planting trees where they don’t solve the underlying deforestation issues,” Sarah says. “It’s pointless otherwise. So, we work with farmers and local communities to create long lasting revenue streams from trees. Most trees are cut down because people are living in poverty – so we plant appropriate local species that can generate returns, from their fruits, nuts or essential oils etc. (Sarah dreams of using essential oils to one day launch her own perfume brand.) We also educate local people about the financial benefits of agroforestry – that it’s in their interests to keep the trees healthy. One tree alone can generate revenues of $65 a year – every year. We have people on the ground to monitor the forests we plant – I want them to still be thriving in 40 years’ time.”
Sarah’s commitment to commercially driven environmental efforts resonates strongly with Yanmar Compact Equipment’s (Yanmar CE) values and its Yanmar Green Challenge 2050. Like Sarah, Yanmar CE believes that small, meaningful actions can create ripples of change. Through the Green Challenge, Yanmar CE is striving for a sustainable future, aiming to eliminate greenhouse gas emissions across its operations by 2050 and inspiring its customers to adopt more sustainable practices. In alignment with these shared values, Yanmar CE and Go Forest are partnering to organize a sustainability training program for Yanmar CE employees. This initiative will not only raise awareness of environmental issues but also equip employees with practical ways to contribute to improving the planet. By empowering individuals to act, both Sarah and Yanmar CE demonstrate how collective efforts can create a lasting positive impact on our world.
Not going to save the world – on our own
Sarah’s team at Go Forest is now up to 10 full time employees, with scores of freelancers helping around the world. It is planting in 17 countries, spanning Europe, Latin America and Africa. But when you consider the enormous scale of global deforestation, will Sarah’s 500,000 trees make a difference?
“No. We are not going to save the world with the number of trees we are planting,” she says. But what I hope is that we create a ripple effect, where this approach pops up in other countries and other organisations, and they benefit from our learning. (Sarah is launching a franchise model.) There could be hundreds of Go Forests all around the world planting and supporting many millions of trees every year.”
Having lacked focus in her early career, Sarah has finally found her calling – and is seven days a week committed to commercially minded sustainable ecology. In the last six months she has launched Go Ocean, which hopes to use the same sponsorship model to help mangroves and coral reefs recover. As if that weren’t enough, she’s also written a book, appropriately called: ‘Not your average climate activist’. And in reality, that sums Sarah up.
People power plus optimism
“I’m not an eco-academic – I don’t have a PhD in environmental science,” she admits. “That makes me a little insecure, of course, but I believe in being authentic – and I’m learning fast and I am optimistic that we can make things better. The house might be on fire – but it’s not burnt down yet, and we still have time to limit the damage. I love Greta (Thunberg) but I’m trying to find a middle way that is less polarising, to be in the space where I think most people are. I try to do my best to be sustainable in all things, but sometimes real life gets in the way. I am far too flawed to be put on a pedestal.
“I believe in the power of ordinary people,” Sarah concludes. “We are never too small to make a difference – we just need to harness the power of the ripple effect.”
About Yanmar Compact Equipment
Yanmar Compact Equipment (Yanmar CE) is a global leader in the design, manufacture and support of compact equipment for a range of segments, principally construction and other earthmoving applications. Its products include extensive ranges of mini and midi excavators, wheel loaders, wheeled excavators, compact track loaders and tracked carriers. These are supported by a wide range of services designed to ensure customer success. A global company with proud Japanese heritage, Yanmar CE has manufacturing facilities in Asia, Europe and North America – and an extensive international dealer network. Renowned for its innovative approach – it was the first to market with the now-benchmark mini-excavator, and is credited with popularizing the zero-tail swing concept – Yanmar CE remains a trusted brand known for its reliability, performance and commitment to customer satisfaction. These traits are demonstrated through the company’s tagline – ‘Building with you’. For more details, please visit the official website.
