Q&A: Carbon Direct’s COO Zara Ahmed on Carbon Management
Decarbonisation has never been easy. For companies, it can sometimes feel like trying to change the direction of a fast-flowing river.
Increasingly, even the most technologically advanced companies in the world are turning to climate consultancies, carbon management service providers and sustainability practitioners for counsel on net zero.
Carbon Direct has made a name for itself in recent years by helping companies to navigate the transition to sustainability.
The US-based company was first founded in 2019 and distinguishes itself by combining rigorous scientific analysis with practical solutions for some of the world's largest corporations.
Beyond its advisory services, Carbon Direct is a thought leader in the sustainability sphere.
It regularly hosts educational sessions and seminars that bring together industry leaders, policymakers and scientists to discuss the latest developments in carbon removal technologies, sustainability strategies and climate policy.
Sustainability Magazine recently spoke with Zara Ahmed, Carbon Direct's Chief Operating Officer, to understand what makes the company tick.
Could you tell us about your role at Carbon Direct and how you got involved in sustainability?
I'm the Chief Operating Officer for Carbon Direct, which I joined two and a half years ago.
My background is in public policy and public health - I spent 15 years working on infectious diseases like HIV, malaria and TB in places like Rwanda, Namibia and Haiti, then later led government affairs for CDC's COVID-19 response.
I completely randomly applied to Carbon Direct on a whim, thinking: "You work on complicated policy issues, you have smart scientists and you're a growing organisation. I don't know much about climate, but I'm good at learning."
They took a chance on me and created a policy and strategy role that's allowed me to grow since then.
What is the origin story of Carbon Direct?
Carbon Direct was founded in 2019 by Jonathan Goldberg, who comes from a commodities trading background.
He kept meeting scientists like Julio Friedman who convinced him about opportunities in climate and carbon credits.
When COVID hit, they approached Microsoft saying, "We have all these smart scientists. How can we support your climate ambitions?"
Microsoft became our flagship customer and very trusted partner.
What services does Carbon Direct provide?
We solve technical, practical problems across organisations' entire carbon and sustainability portfolios.
We start with science-backed carbon accounting, then have 60-70 scientists who develop decarbonisation strategies, conduct lifecycle assessments and identify reduction opportunities.
After you've pulled reduction levers, we source high-quality carbon removal credits.
Less than 4% of carbon credits are true removal credits and of those, less than 10% meet our quality criteria. We find those diamonds in the rough.
We joke that our brand is being the grumpiest people in the room - we don't like low-quality anything.
Beyond low-hanging fruit, what decarbonisation strategies do you recommend?
Every business is unique in their operations and leadership's approach to decarbonisation. We don't offer cookie-cutter solutions.
Instead, we work with organisations to develop strategies that allow sustainability officers to confidently present technical solutions to their CEOs, backed by our scientists.
It's about managing up to your unique leadership and their specific concerns and visions.
We joke that our brand is being the grumpiest people in the room - we don't like low-quality anything.
What makes a good carbon credit scheme?
Every year with Microsoft, we update criteria for high-quality carbon removal across six categories:
- Additionality and baselines
- Leakage
- Measurement and verification
- Durability
- Social justice
- Environmental impacts
We have "musts" and "shoulds" for all projects, then tailor specific requirements by type.
A biochar credit has different requirements than forest management or direct air capture.
Quality isn't just having a community benefits plan - it's having the right plan for your specific process.
How does Carbon Direct differentiate itself from other carbon management companies?
Three things set us apart. First, scientific rigor - we go deep with robust science, not just Google searches.
Second, we provide holistic end-to-end service rather than fragmented solutions.
Third, we don't just critique - we engage in co-development and help organisations improve, moving the entire market forward.
How do you view the relationship between government and the private sector when it comes to carbon management?
Carbon management is a long game and a global game. Getting obsessed with any single administration in one country is short-sighted.
You have to think about 10, 15, 30-year trajectories globally. The train has left the station on decarbonisation - you'd better get on board.
We tell clients to understand current regulations but not get consumed by them.
The longer-term trajectory is like the stock market - it goes up and down, but overall it's going up.
The train has left the station on decarbonisation - you'd better get on board.
Which companies does Carbon Direct work with?
We have around 200 clients worldwide, from large multinationals like BlackRock, JPMorgan, Shopify and Mitsubishi to states, counties, family offices and foundations.
Our mission is evidence-based climate action, not maximising revenue.
We tailor our approach and pricing because it's more important that people take the first step than that we extract every dollar from them.
What's your view on global net zero efforts?
People get anxious seeing headlines about organisations withdrawing from coalitions, but the work continues behind the scenes.
Organisations might publicly step back from alliances but don't stop their actual climate work. Smart companies are buying carbon credits now while prices are lower.
You're only seeing the tip of the iceberg with withdrawal announcements.
Plus, like physics, for every action there's an opposite reaction. If the US makes one choice, Canada and Australia might make different ones. Companies are global entities.
Like physics, for every action there's an opposite reaction. If the US makes one choice, Canada and Australia might make different ones.
Can you tell us some more about Carbon Direct’s relationship with Microsoft?
Microsoft is the biggest buyer of carbon removal credits but also puts in the most effort on quality.
They hire us as their technical diligence partner for 3-4 month engagements with site visits and deep analysis to ensure projects will deliver climate impact.
We should talk more about Microsoft's technical leadership, not just deal sizes.
They're moving the market forward across nature-based and industrial carbon removal projects.
How do you view technology's role in sustainability?
We often hear about AI increasing energy demand, but less about how AI reduces emissions through optimisation - manufacturing schedules, determining optimal carbon capture technologies.
Technology is crucial, but it's really about people making choices and translating science into action.
We often hear about AI increasing energy demand, but less about how AI reduces emissions through optimisation - manufacturing schedules, determining optimal carbon capture technologies.
Any final thoughts?
After two and a half years seeing developments in policy and technology, I'm more optimistic than ever.
It comes down to people - their passion, insight, ability to translate science into action and clients' willingness to think long-term.
It's easy to get bogged down in headlines, but we have tremendous cause for optimism about this global mission.
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