Yes, green-washing is definitely a problem. There is an incredibly wide variance of quality among carbon offsets, from dubious avoidance offsets priced at $2 per ton of CO2-equivalent emissions (tCo2e) to actually sucking carbon out of the atmosphere and sequestering it below the earth for $600-1000 per tCo2e.

At Bend, we are trying to really apply pressure on the market to be real about going "net-zero." Our offsets package is priced at $100 per ton, which is still surprisingly affordable for a lot of small companies. We blend that package across reforestation projects (low-cost) and true carbon removal project (high-cost) to offset a company's emissions, in order to funnel investment towards those more expensive operations. This is important so that companies like Charm Industrial and Climeworks can increase their efficiency and bring the price-point of carbon removal down.

And while $100/tCo2e might sound expensive, our thesis is that it's still remarkably affordable, especially for small companies who factor it in early on. This program is also opt-in, so you can start out with Bend just to measure your emissions and then decide about offsetting later... but for us, for example, our "Carbon Bill" hovers between just $25 to a $100 per month. Barely doubles the cost of the base subscription!