The corporate world is taking a look at being “nature positive.” As biodiversity loss reaches alarming levels — a 75% drop in global wildlife populations in the last 50 years to be exact — the corporate sector has been shifting its priorities to align with growing eco-friendly consumer sentiment. The growing participation of businesses at biodiversity summits saw 1k companies at COP15, and foresees an expected record turnout at COP16 in Colombia, according to Financial Times.

Being “nature positive” is subjective. The goal set by climate researchers and experts is to halt and reverse biodiversity loss by 2030 by increasing nature’s assets (by no longer abusing them). But there isn’t a standardized framework available for companies to follow, and measuring how true to the cause a company has been is difficult. Instead of building a strategy, companies are using the term as a buzzword alongside any other term, touting ‘nature positive’ investments and ‘nature positive’ holidays, or even ‘nature positive’ coffees.

Climate claims are easier to track. Carbon emissions and greenhouse gas are quantifiable, which should make it easier to hold companies accountable (when they’re not faking reports). But “when it comes to really establishing credible definitions and metrics around [being] nature positive, there’s still a lot of work to be done,” says Michael Wironen of the Nature Conservancy, a global non-profit.

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