In a world constantly on the move, driven by the relentless pursuit of progress, the concepts of originality and creativity stand as the often-talked-about pillars of innovation. Yet, as we navigate the realms of conservation and sustainability, these principles take on new dimensions. Here at Oxygen Conservation, we’re increasingly conscious that “Originality is an act of creative destruction” and recognise that whilst “Practice makes perfect, but it doesn’t make new.” While it may seem daunting, these ideas fuel our mission to shape the future of the nature-based economy and natural capital for the (future good of the) planet.
The Power of Creative Destruction
Creative destruction is a force of nature, a cycle where old paradigms are dismantled to make way for new ones. This principle is vividly illustrated in the ecosystems we strive to protect and restore. It is only by first removing the damaging practice we inherent that we can begin the process of restoration and recovery. Some of the most immediately impactful interventions are the removal of chemicals, intensive agriculture (and that usually means sheep) and the reduction of grazing pressures (and that means killing a large number of deer). Are we playing our part in the destruction of sheep farming on the most marginal landscapes? Yes, and that is a burden we must carry honestly and respectfully, but the alternative is to accept the status quo of failing ecosystems and a crumbling climate.
In the business world, this concept translates into bold moves and radical transformations. It’s about understanding that to foster innovation, we sometimes need to let go of old methods and embrace new, uncharted territories. Our approach to creating premium, high-integrity carbon credits does just that. We are committed to redefining how these credits are produced, perceived, valued and used. By positioning our premium carbon credits so far beyond alternative products – verified by stringent standards, backed by tangible environmental and social impacts, and accompanied by exceptional digital media and storytelling – we’re disrupting the market and setting a new benchmark for quality and integrity.
Breaking the Mold
“Practice makes perfect, but it doesn’t make new” is a reminder that repetition breeds mastery, yet true innovation requires stepping outside the comfort zone. At Oxygen Conservation, we seek new, novel and groundbreaking ideas – seeking and stealing inspiration from everywhere. This philosophy is evident in our approach to public access to private lands. The traditional view of conservation often involves restricting human access to protect nature, perfecting ways of keeping people away from the natural world. Instead, we recognise the profound benefits of connecting people with the natural world. By balancing public access with rigorous environmental protection, we’re creating a model where humans and nature coexist harmoniously.
The Oxygen Conservation approach always goes beyond conventional methods. We integrate cutting-edge technology and data analysis to monitor and manage our projects, ensuring that every decision is informed and impactful. This fusion of tradition and innovation not only enhances our conservation efforts but also inspires others to rethink their approaches to sustainability.
We’re increasingly told that our radical transparency (I still argue that transparency shouldn’t be considered radical) and our commitment to data and informed decision making are factors that set Oxygen Conservation apart.
Elevating the Sector: A Call to Action
The environment sector is changing and changing faster than at any other time in my career. To rise to the viciously aligned challenges of climate collapse and biodiversity crisis, we must transcend the outdated image of an industry driven by volunteers, amateurism and retirees. Professionalism, ambition, and innovation are the keys to unlocking the sector’s full potential. At Oxygen Conservation, we’ve made it our mission to elevate the sector by demonstrating that delivering positive environmental and social impact can be both profitable, professionally rewarding and incredibly cool!
Our efforts to professionalise the sector include creating a hugely oversubscribed internship programme, structured career paths, fostering partnerships with leading environmental organizations, and advocating for the environment in everything we do. By doing so, we’re not only enhancing the credibility and effectiveness of our work but also inspiring a new generation of environmental professionals to join the cause – and they’re incredible!
And then the next generation will creatively destroy!
As we forge ahead, the concepts of creative destruction and innovation over continuation or repetition will continue to guide our journey. While it may seem daunting to let go of the old, we recognise [EW3] that there is no choice but to be destructive and innovative if we are to make meaningful changes for the future good of people and the planet. We’re committed to challenging the norms, embracing new ideas, and leading by example. At Oxygen Conservation, we believe that by fostering a culture of creativity and originality, we can build a legacy of sustainable innovation that benefits both people and the planet – and a legacy that the next generation will creatively destroy, creating something better in the process!
The quote “Originality is an act of creative destruction” originates from Adam Grant’s book Originals: How Non-Conformists Move the World. In the book, Grant attributes the concept to the economist Joseph Schumpeter, who famously discussed the idea of “creative destruction” in the context of economic innovation and the necessity of demolishing old systems to make way for the new.
Rich Stockdale
Founder & CEO