Announcing DarkGreenWash

April 01, 2021 · 5 min read

At Tomorrow, we’re building tools that help individuals and organisations understand and reduce their carbon footprint.

Today, on the 1st of April 2021, we’re super proud to release our most impactful product yet: “DarkGreenWash”.

A lot of influential corporations and governments have announced impressive visions to be carbon neutral, long after the people at the helm will have passed away, and many of them without concrete actions planned.

We believe our new product will help them achieve their climate reduction goals at the lowest cost.

Introducing a new principle for carbon accounting

As everyone knows, the burden of climate change action should be on individuals: after all, their consumption of things is the reason why greenhouse gases are emitted!

For this reason, it is only fair that if a company tells a user to think about their climate impact, it should count as a carbon reduction for the company.

The process for coming up with the idea

To be impactful, it is clear we needed to focus our attention on where we can give organisations the biggest bang for the buck. We looked through all the climate change solutions often mentioned: overpopulation, thorium-based nuclear reactors, electric airplanes, tree planting. Sadly, we found that these required a lot of money, were very likely to not happen before 2080 and a lot of people were already talking too much about them: it would be difficult for us to cut through the green noise.

Afterwards, we decided to look more geographically: everyone knows that China is the real reason of climate change: they are the biggest emitter worldwide (who cares about the fact that their emissions per capita is half of the US, and that they produce a big chunk of what we buy in our countries). We also know that they spend most of their time on digital devices: almost 6 hours daily!

We also found that this not only goes for China but also for countries with very clean air like the USA (they spend more than 6h every day) and Denmark (they spend more than 5h every day)

The obvious conclusion: if we wanted to help companies get massive carbon reductions, we should help them remind you and I on their websites that the climate is very important.

What is DarkGreenWash

Our team gathered and spent multiple weeks on perfecting DarkGreenWash and came up with what we think is revolutionary.

What if all companies turned their websites green, as a constant reminder to their visitors that the company thinks a lot about the climate and thereby triggering a lot of climate action?

We pride ourselves in using science and facts at Tomorrow, so we spent a huge amount of time to develop a neural net to give us the answer about the potential impact.

If 50% of all the websites (we think it’s a very conservative estimate) used DarkGreenWash, a Monte Carlo simulation tells us that consumers would reduce their carbon footprint by 10% (very plausible). Even if only 3.2 billion people are online, a realistic guess would be that the online users would tell all the non-online users, which means that a global impact of 10% carbon reduction is likely within a month from now.

The best thing about it all is that DarkGreenWash is free: we believe a product that impactful should not be kept in the hands of the wealthy.

Becoming carbon positive by using DarkGreenWash

We developed a very complicated algorithm, that your webmaster can implement within a couple of minutes on your website.

Here is an example of how our website looks like with our algorithm:



The algorithm will:

  • pick the best shade of green for your brand (a team of 30 PR and brand specialists helped us)
  • give a slight hint that what you’re doing is almost like planting trees by having a tree texture (we selected chestnut tree for its unique CO2-absorption capacities )
  • change all your images to grayscale to save ink when your visitors print your website
  • let all users know you’re very climate-friendly with an approval by Greta!

With the combination of these elements, we believe it’s fair to remove 1t of CO2eq by website visitor from your carbon accounting: all your website visitors will now be very aware that they need to step it up.

How to install it and save the world

  1. Copy the snippet below
  2. Paste it into Google Tag Manager if you’re fancy, or just dump it in the bottom of your page!

Here is the code snippet that you can insert on your website:

var d=document,b=d.body,i=d.createElement("div"),g=d.createElement("div"),r=d.createElement("div"),ss=d.createElement("style"),s="position: fixed;top: 0;bottom: 0;left: 0;right: 0;mix-blend-mode: multiply; pointer-events: none;";'z-index: 9999;background-image: url("");background-size: cover;opacity: 0.8;',"background-color: #20ea20;z-index: 99999;opacity: 0.8;","width: 300px; z-index: 999999; background: #2c7;position: absolute;top: 50px;right: -80px;left: auto;text-align: center;line-height: 50px;letter-spacing: 1px;color: #f0f0f0;transform: rotate(45deg);-webkit-transform: rotate(45deg);font-family: sans-serif;position: fixed;  box-shadow: 0 0 3px rgba(0,0,0,.3)",ss.innerHTML="img {filter: grayscale(1)!important;}",r.innerHTML="Greta approves! ✔",b.appendChild(i),b.appendChild(g),b.appendChild(r),b.appendChild(ss)

What’s next?

We can’t wait to work today (1st April 2021) with large carbon-emitting organisations and governments who have been very vocal about the need for others to do climate action. For the ones who actually want to do something themselves about climate change, Tomorrow’s other products will be a better solution.

Written by Martin Collignon
Former Head of Sustainability and Partnerships @ Tomorrow
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