WeWork’s former CEO, Adam Neumann, has once again found himself in the spotlight, this time over the failed launch of a crypto project.
Flowcarbon, a climate tech startup co-founded by Neumann, aimed to integrate carbon credits with blockchain technology. Despite raising $70 million from notable investors such as Andreessen Horowitz, Flowcarbon’s highly anticipated “Goddess Nature Token” (GNT) never came to fruition.
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The company’s plan was to tokenize carbon credits—certificates representing the removal of a metric ton of carbon dioxide from the atmosphere. Flowcarbon believed blockchain technology would allow easier access to the carbon credit market.
“Demand for carbon credits could increase by a factor of 15 or more by 2030 and by a factor of up to 100 by 2050. Overall, the market for carbon credits could be worth upward of $50 billion in 2030,” analysts at McKinsey predicted.
However, market resistance and regulatory setbacks delayed the launch of GNT, and recently, Flowcarbon began refunding investors. According to reports, the company held Zoom calls with investors, explaining that market conditions and opposition from major carbon registries were the reasons behind the decision to issue refunds.
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Flowcarbon’s troubles mirror broader challenges within the carbon credit market. Tokenizing carbon credits has been met with skepticism, with some registries expressing concerns over potential double-counting. Flowcarbon’s leadership, now under CEO Dana Gibber, has maintained that the company continues to pursue its mission in carbon finance despite the setbacks.
Flowcarbon’s refund process has left some investors frustrated, especially given Neumann’s high-profile role and the significant backing the startup received. While the company has yet to make a public statement about the refunds, it continues to seek ways to align blockchain technology with environmental sustainability goals.
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