From Awakening to Action

Rob’s path began with a formative experience that instilled a clear purpose: to be of service. He explained:

“I realised very clearly that my life wouldn’t have meaning unless I could find a way to make other people’s lives better.” 

This ethos has guided his career, from educating young people on climate change to his current focus on systemic reform through Native. Native connects corporate marketing budgets to the preservation of biodiverse ecosystems, focusing particularly on empowering indigenous communities. Rob noted:

“These communities are doing critical work for humanity, yet they often lack access to basic necessities like medicine or clean water. That’s deeply unfair.” 

Reputation as a Force for Good

A central theme of the discussion was Rob’s belief in the power of reputation to drive ethical behaviour. He suggested:

“Companies care about their reputation. If we design systems where doing good enhances a company’s image, we can create a powerful force for change.”

Rob sees this approach as particularly effective in the context of nature and carbon markets. “When done ethically and with integrity, these markets can channel significant resources to the most biodiverse and underfunded areas of the world,” he said. Native’s model exemplifies this, ensuring that funds from corporate budgets directly benefit communities and ecosystems that are critical to humanity’s future.

Empowering Indigenous Communities

Rob highlighted the role of indigenous communities in protecting biodiversity. He explained:

“These communities have evolved cultures over thousands of years that effectively preserve ecosystems. Yet they’re often forced to exploit their natural resources just to survive.”

Native seeks to change this dynamic by providing economic resources that allow these communities to thrive while maintaining their cultural and environmental stewardship.

“We’re not talking about luxury—they just need their basic needs met to live with dignity. This ensures they can continue their vital work,” Rob explained.

Designing Systems for Virtue

A key insight from the conversation was Rob’s focus on systemic design. He said:

“Humans adapt to the conditions we create. If we design systems that reward selfishness and short-termism, that’s what we’ll get. But if we create contexts where virtue pays, the best of humanity will naturally rise to the top.”

This philosophy underpins Native’s efforts to channel corporate resources into impactful projects. By aligning financial incentives with ethical outcomes, Rob believes we can unlock humanity’s cooperative and creative potential.

Conclusion: A Vision for Transformation

Rob’s work with Native exemplifies how innovative thinking can address some of the world’s most pressing challenges. His belief in leveraging reputation, empowering communities, and redesigning systems offers a roadmap for creating a more equitable and sustainable future. As Rob aptly put it:

“We’re not all terrible and greedy; we’re just living in systems that reward the worst parts of ourselves. Let’s put our energy into designing contexts where the best of humanity can thrive.”