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Normative: Make carbon accounting simple

PARTNER UPDATE. For the increasing number of businesses committing to net zero around the world, careful and comprehensive carbon accounting is a must.
That kind of solution isn’t always easy to find. And it’s not always easy to use. In this short interview, Eline Wajon, head of climate strategy at Normative, talks to the We Don’t Have Time community about how Normative simplifies carbon accounting.
Eline Wajon, head of climate strategy at Normative.
Eline Wajon, head of climate strategy at Normative.

Let’s start off with the basics. Tell us a bit about Normative.
”Normative is the world’s first carbon accounting engine, helping businesses calculate their entire climate footprint and reduce their greenhouse gas emissions. Co-founded in 2014 by Kristian Rönn to accelerate the transition to net-zero, Normative sets a new standard in scientific accuracy for emissions accounting, powered by its market-leading emissions database. We partner with leading climate change organizations, including the UN, to deliver actionable sustainability intelligence. Normative is also the foundational software provider for the UK’s SME Climate Hub, through which thousands of small businesses have committed to net zero.”
There are a lot of carbon accounting solutions out there. Why do businesses use Normative?
”We’re unparalleled when it comes to combining ease-of-use and comprehensiveness.
Our carbon accounting engine is fully automatic, so we can account for a company’s full-scope emissions using a spend-based method with very little hassle. A company just needs to input its financial information, and we can draw from our database of emissions factors to calculate their emissions and highlight hotspots.”
What kinds of businesses can use Normative?
”We work with businesses across industries and sectors, and our customers vary in size. Our carbon accounting engine can measure the emissions of companies of any size, from small businesses all the way up to multinational enterprises.
Then, when it comes to reducing those measured emissions, we take a tailored approach. Every business is different, and we want to give every business the help it needs to reach net zero. For instance, for many companies the majority of their emissions are in the value chain – the services, products, and resources that go into producing the company’s end products. So an important aspect of our work is helping companies engage their value chains in carbon reduction.”
”We can account for a company’s full-scope emissions using a spend-based method with very little hassle”, says Eline Wajon.
”We can account for a company’s full-scope emissions using a spend-based method with very little hassle”, says Eline Wajon.

And why has Normative joined forces with We Don’t Have Time?
”We are partnering with We Don’t Have Time because we are convinced that we can only reach global net-zero if all countries and all stakeholders are on board. We Don’t Have Time has a wide audience across a range of sectors. We’re working to share our message with this audience: sharing the educational materials we create, inviting them to the events we organize, and, above all, spreading the word about the vital role carbon accounting will play in the global effort to reach Paris-aligned emissions targets and prevent the most devastating effects of climate change.
The We Don’t Have Time community has very much engaged with us through our company profile in response to our news and posts. It is amazing to see that more and more individuals and stakeholders care about climate action, and it is encouraging for our work at Normative.”
How can our community find out more about Normative or take a first step with you?
”We Don’t Have Time’s community of members and partners can get in touch at any time through our channels to start a dialogue, and of course, to get support along the path to net-zero.
We’d also like to formally invite the community to a webinar we’re hosting on April 26, which will talk about engaging the value chain in carbon reduction. It will be a great forum to learn more about Normative and how carbon accounting can empower emissions reduction.
You can also explore our educational content, which you can stay updated on by subscribing to our monthly newsletter.”
What else do you want the We Don’t Have Time community to know?
”Anyone tuned in to the sustainability world understands that the climate situation is dire. It’s easy to feel powerless, or overwhelmed. At Normative, we try to confront the reality of the problem while still maintaining our motivation to solve it. Which means not being naive, but staying positive. You, in the We Don’t Have Time community, are a great example of this! It’s always inspiring to scroll through the updates and see the community’s opinions on how to work toward a better climate.”
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Also watch this interview with Normative's CEO Kristian Rönn (to the right) at last year's NOAH Conference.

ABOUT NORMATIVE
Normative is rooted in climate research. In 2013, co-founder Kristian Rönn was working at Oxford University, simulating the consequences of climate change. The results showed that global warming would cause extreme human suffering, motivating Kristian to leave academia and take action. He joined forces with Adam Wamai Egesa and Robin Undall-Behrend, and in 2014 the world’s first carbon accounting engine was born to help humanity achieve net zero emissions and reverse the trajectory of climate change.
Normative now has offices in Stockholm, Copenhagen, and London, and are actively hiring talent to join the mission. Today, companies from around the world trust in Normative’s carbon accounting engine to help them reduce their carbon footprint.
Normative partners with leading climate change organizations including the UN, to deliver actionable sustainability intelligence, and have received a grant from Google. They are backed by some of Europe’s most significant climate investors.

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