OneEarth Living

What OneEarth Living does

OneEarth Living, legally registered as One Earth Initiative Society, is a Vancouver-based nonprofit "think-and-do tank" that operates research, advisory, and community engagement programs aimed at advancing low-impact sustainable everyday living. The organization was co-founded in 2012 by Dr. William Rees, the inventor of the ecological footprint methodology, alongside sisters Vanessa Timmer (Executive Director) and Dagmar Timmer (Managing Director of Strategic Initiatives), among others. Its work spans four product pillars: the Motivations for Sustainable Living research methodology (a proprietary segmentation framework adapted across British Columbia, Quebec, Finland, and Hong Kong), the Big Life Changes behavior-change program targeting major life transitions, the C40 Cities Thriving Cities Initiative supporting 96+ cities on urban consumption emissions and doughnut-economy frameworks, and the GRF-SPC global research network of 150+ members across 20+ countries. It also runs regional programs including Live Net Zero (with Canadian Geographic), Sustainable Living Québec (with RECYC-QUÉBEC), Sustainable Living Portland (with the City of Portland), and One Planet BC (with Bioregional and the District of Saanich). The organization serves four primary customer segments: cities and municipalities, businesses and corporations, policymakers and governments, and NGOs/civil society, with secondary segments in research and academia.

The core "technology" is a research and insights platform centered on behavioral segmentation frameworks rather than software. Its proprietary features include the Motivations Segmentation Framework (with region-specific adaptations), the One Planet Living Principles (applied across schools, businesses, and organizations in BC), and the ecological footprint methodology inherited from Dr. Rees. Distribution occurs through organizational partnerships, government collaborations, an academic/research network, and direct delivery via workshops, speaking engagements, and downloadable case studies and reports. Marketing channels span a website content library, email newsletter, social media (Facebook, X, YouTube, LinkedIn, Instagram), and event-driven engagement.

Revenue is not publicly disclosed. The organization operates on a grant- and partnership-funded nonprofit model, with the only quantified capital signal being a $67,000 grant from Vancity in November 2023. Revenue streams are characterized as partnerships/collaborations (with IKEA, C40 Cities, Hot or Cool Institute, and government agencies) and research/consulting services. There is no commercial pricing model, no parent company, no subsidiaries, no funding rounds beyond the single Vancity grant, and no M&A activity.

Name

OneEarth Living

Legal name

One Earth Initiative Society

Website

https://oneearthliving.org

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

OneEarth Living is a Vancouver-based nonprofit "think-and-do tank" that produces behavioral research, city engagement programs, and global research networks to advance sustainable everyday living for municipalities, businesses, governments, and civil society.

Ownership category

akta.pro rank

Product category

Sustainability Consulting Services

NAICS

Services for the Elderly and Persons with Disabilities (624120)

SIC

Services-Social Services (8300)

akta.pro primary industry

Independent Living with Supportive Services (Light ADL/IADL Support) (HLADAAAE)

Keywords

• Sustainability research services
• Sustainable living programs
• Behavior change consulting
• Climate action advisory
• Community engagement research

Headquarters

HQ city

Vancouver

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Partnerships and Collaborations: Revenue generated through strategic partnerships with organizations like IKEA, C40 Cities, Hot or Cool Institute, and various government agencies and foundations
2. Research and Consulting Services: Market insights and research services helping businesses, cities, and organizations understand motivations for sustainable living

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

OneEarth Living is a nonprofit think-and-do tank that conducts research on motivations for sustainable living and delivers behavior change programs, regional sustainability initiatives, and advisory services. Its core offerings include the Motivations for Sustainable Living research methodology (segmenting consumers by sustainability drivers), the Big Life Changes program leveraging life transitions, city-focused initiatives with C40 Cities, and regional programs in British Columbia, Quebec, and Portland in partnership with governments and corporations.

Product overview

OneEarth Living is a nonprofit 'think-and-do tank' that offers research, advisory services, and community engagement programs focused on sustainable living. The core offerings include the Motivations for Sustainable Living research methodology that identifies consumer segments driving sustainable behavior; the Big Life Changes program leveraging life transitions as sustainability opportunities; city-focused initiatives through the C40 Thriving Cities partnership; and the GRF-SPC global research network. Regional programs span British Columbia, Quebec, and Portland, while corporate partnerships include IKEA Healthy and Sustainable Living and Live Net Zero challenges with Canadian Geographic. The organization provides resources, reports, workshops, and data-driven insights rather than a traditional software product.

Differentiator

Problem solved

Functional benefit

Brands

• One Earth Living: Sustainable living framework defined as living within the ecological means of our Earth, equitably, while advancing wellbeing and thriving.

Products and services

• Motivations for Sustainable Living A research methodology and advisory service that identifies distinct motivational segments driving sustainable consumer behavior across different regions, helping businesses, municipalities, and organizations design more effective sustainability engagement campaigns.
• Big Life Changes An initiative focused on leveraging major life transitions such as moving, becoming a parent, retiring, and immigrating as opportunities to embed sustainable living practices, providing tools and resources during these pivotal moments.
• C40 Cities Thriving Cities Initiative A city-focused program providing guidance and tools to help urban areas develop holistic visions for green and just recovery, inclusive climate action, and doughnut economy approaches to urban planning, supporting C40's 96+ cities.
• Global Research Forum on Sustainable Production and Consumption (GRF-SPC) A global network of researchers and practitioners working on sustainable production and consumption systems, providing evidence and knowledge for international UN discussions with over 150 members across 20+ countries.
• Live Net Zero Nationwide Household and Classroom Challenges in Canada, co-led with Canadian Geographic, engaging millions of Canadians in sustainable living through real-life champions and inspiring enduring behavior change.
• Sustainable Living Québec Regional program partnering with RECYC-QUÉBEC to support cities, businesses, and communities across Quebec in understanding residents' motivations and adopting sustainable behaviors.
• Sustainable Living Portland Regional program collaborating with the City of Portland on Resourceful PDX to support residents in embracing sharing, repair, and reuse practices during major life changes such as moving.
• One Planet BC Regional program supporting communities across British Columbia, including Saanich, to apply internationally recognized One Planet Living principles to drive sustainable living action across schools, businesses, and organizations.

Quantifiable outcome

• Lifestyle and behavior changes can result in 40-70% reduction in greenhouse gas emissions by 2050 with right policies, infrastructure and technology
• +2 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

20 partnerships are on record, tiered core and additional.

• BCIT Centre for EcocitiescoreStrategic or Co-development Partner · 1 June 2012Partner in Global Research Forum on Sustainable Production and Consumption (GRF-SPC), a network launched in June 2012 in Rio de Janeiro in the lead-up to the UN Conference on Sustainable Development.
• IKEAcoreStrategic or Co-development PartnerPartnership for IKEA Healthy and Sustainable Living initiative to further healthy and sustainable living solutions in affordable and accessible ways, making sustainable living the norm globally.
• C40 CitiescoreStrategic or Co-development PartnerC40 Cities is a global network of mayors taking urgent climate action. OneEarth Living partners on the Thriving Cities Initiative through the Beacon for Sustainable Living, supporting cities on communications and engagement for mainstreaming ecologically sustainable consumption.
• Hot or Cool InstitutecoreStrategic or Co-development PartnerStrategic partnership focused on lifestyle and behaviour change approaches to sustainable living, including the 1.5 Degree Lifestyles initiative.
• Canadian GeographiccoreStrategic or Co-development PartnerCo-leadership of Live Net Zero initiative engaging millions of Canadians in sustainable living through nationwide Household & Classroom Challenges.
• RECYC-QUÉBECcoreStrategic or Co-development PartnerPartnership for Sustainable Living Québec supporting cities, businesses and communities across Quebec in understanding residents' motivations and helping them adopt sustainable behaviors.
• City of PortlandcoreStrategic or Co-development PartnerPartnership through Resourceful PDX initiative supporting residents in embracing sharing, repair, and reuse practices, especially during big life changes such as moving house.
• BioregionalcoreStrategic or Co-development PartnerPartnership for One Planet Living principles, supporting communities across British Columbia including Saanich to apply internationally recognized sustainable living principles across schools, businesses, and organizations.
• ZOE Institute for Future-Fit EconomiesadditionalStrategic or Co-development PartnerProject lead partner in C40 Cities Thriving Cities Initiative, working on tools for holistic thinking, governance and policy to foster collaborative action towards socially just and ecologically safe cities.
• Doughnut Economics Action LabadditionalStrategic or Co-development PartnerAdditional partner in Thriving Cities Initiative, contributing to the development of city doughnut frameworks for regenerative and distributive economic design.
• Circle EconomyadditionalStrategic or Co-development PartnerAdditional partner in Thriving Cities Initiative contributing to circular economy approaches for cities.
• VancitycoreStrategic or Co-development PartnerFinancial partner and collaborator in Motivations for Sustainable Living research, helping credit union shape community engagement using BC Motivations findings.
• Sitra (Finnish Innovation Fund)coreStrategic or Co-development PartnerCollaboration on Motivations research, with OneEarth Living serving as advisors on Sitra's latest report on sustainable lifestyle motivations. Inspired OneEarth Living's approach to motivations segmentation.
• Share Reuse Repair InitiativecoreStrategic or Co-development PartnerCollaboration on Motivations insights research, adapting frameworks for British Columbia alongside OneEarth Living.
• Guelph-Wellington (Our Food Future)coreStrategic or Co-development PartnerCollaboration on Motivations research in Guelph-Wellington region, exploring motivations insights across Canadian communities.
• Hong Kong University of Science and TechnologyadditionalStrategic or Co-development PartnerPartnership adapting Motivations framework for Hong Kong, tailoring the research approach to local needs.
• District of SaanichcoreStrategic or Co-development PartnerPartnership for One Planet BC initiative, supporting communities in applying One Planet Living principles.
• Global Footprint NetworkadditionalStrategic or Co-development PartnerPartner organization advancing ecological footprint measurement and awareness.
• UN Environment ProgrammeadditionalStrategic or Co-development PartnerPartner in UNEP One Planet Network for sustainable development.
• University of British ColumbiaadditionalStrategic or Co-development PartnerAcademic partner collaborating on sustainability research and education.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Forum for the Future: Leading international sustainability non-profit working with governments, businesses, and civil society on systems change. Closest analogue in mission and 'think-and-do tank' operating model.
• Bioregional: UK-based nonprofit that co-developed the One Planet Living framework that OneEarth Living applies across British Columbia. Direct collaboration partner and closest analogue as a sustainability behavior-change think-and-do tank.
• Hot or Cool Institute: Berlin-based think tank focused on 1.5-degree lifestyles and sustainable consumption research. Direct strategic partner via the 1.5 Degree Lifestyles initiative and a comparable behavior-change research organization.
• Global Footprint Network: International nonprofit advancing the ecological footprint methodology invented by OneEarth Living co-founder Dr. William Rees. Direct partner organization with deeply overlapping IP.
• The Natural Step: Canadian-originated sustainability research and advisory organization with a shared systems-change orientation and municipal/government engagement model.
• Circle Economy: Amsterdam-based impact organization delivering circular economy research, city dashboards, and partner programs. Direct peer and Thriving Cities Initiative collaborator.

Broad incumbents

• Sitra: Finnish Innovation Fund operating sustainability research, motivations studies, and circular economy programs that intersect with OneEarth Living's framework. Larger, government-funded public body.
• World Resources Institute (WRI): Large, globally established sustainability research organization producing data and policy tools used by cities and governments. Represents the scaled incumbent OneEarth Living's methodology aspires to inform.
• RMI (Rocky Mountain Institute): Major US-based clean-energy and sustainability think tank with deep corporate and government engagement. Comparable in operating model but with substantially greater resources.

Emerging players

• Project Drawdown: US-based nonprofit that ranks and reviews climate solutions. Adjacent in evidence-driven sustainability research and frequently co-cited in the sustainable-lifestyles conversation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/oneearthweb
• YouTubeyoutube.com/channel/UCfTWB-mTYf4hUkjkymZkVVQ
• Facebookfacebook.com/OneEarthWeb
• LinkedInlinkedin.com/company/about
• Instagraminstagram.com/oneearthliving

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about OneEarth Living