The journey to net zero is one of the defining challenges—and opportunities—of our time. As the world races to limit global warming in line with the Paris Agreement, organizations everywhere are grappling with how to credibly reduce, remove, and neutralize their carbon footprints. But what does it really take to build trust in net zero strategies? That was the central question during a recent webinar hosted by Puro.earth, Nasdaq, Climeworks and Vaisala called “Building Trust in Net Zero: Data, Science and Corporate Strategies,” featuring leaders from Climeworks, Vaisala, and Puro.earth, with foundational insights from Oxford University. 
 
The Science Behind Net Zero: More Than Just a Buzzword 
Net zero isn’t just a corporate slogan—it’s a scientific imperative. As Dr. Inge Johnson, Research Fellow at the University of Oxford, explained, net zero is about balancing the cumulative emissions that drive global warming. The Paris Agreement calls for halving emissions by 2030 and reaching net zero by mid-century to keep warming well below 2°C, ideally 1.5°C (UNFCCC, 2015). 
 
But here’s the catch: not all “net zero” is created equal. Durable net zero means balancing ongoing emissions with carbon removals that are permanent—not just temporary offsets from land-based projects. According to the State of Carbon Dioxide Removal Report (2023), the world currently removes about 2 billion tons of CO₂ annually but will need to scale this to 7–9 billion tons by 2050, with a growing share coming from durable, technology-based solutions. 
 
The Value Chain: From Capture to Certification 
Achieving trustworthy net zero requires a robust value chain: 

Capture: Companies like Climeworks are pioneering direct air capture (DAC), physically removing CO₂ from the atmosphere and storing it underground. Their operational plants in Iceland, Orca and Mammoth, are already delivering measurable, third-party certified removals. 

Measurement: As Eva Maria Kittilä of Vaisala highlighted, “If you can’t measure it, you can’t trust it.” Vaisala’s advanced measurement instruments provide the data needed to verify that carbon removal is real, effective, and scalable. Accurate data is not just about compliance—it’s about optimizing and scaling solutions. 

Certification: Puro.earth’s role is to set rigorous standards and verify that removals are genuine. Their methodologies are developed with leading scientists, reviewed by an independent advisory board, and designed to ensure transparency and integrity. Only removals that meet these high standards become certified carbon removal credits. 
 
Why Trust Matters 
Trust is the cornerstone of credible net zero action. Without rigorous science, transparent data, and robust standards, the carbon market risks greenwashing and undermining climate goals. As the Oxford Principles for Net Zero Aligned Carbon Offsetting make clear, organizations must: 
Prioritize deep emissions cuts first. 

• Ensure environmental integrity and transparency in any credits used. 
• Transition to durable carbon removals for residual emissions. 
• Continuously update strategies as science and best practice evolve. 

What’s Next? Collaboration and Investment 
Scaling carbon removal and building trust in net zero will require unprecedented collaboration—between corporates, regulators, scientists, and financial institutions. Investment is needed not just in technology, but in the measurement, reporting, and verification infrastructure that underpins the market’s credibility. 
 
Watch the Full Webinar 
If you care about the future of net zero, carbon removal, and climate integrity, the insights shared in this webinar are essential viewing. The panelists’ real-world experience and scientific rigor offer a roadmap for organizations seeking to lead with credibility.