Solving the ESG Crisis and Greenwashing Scrutiny via B2B2C Pivot

The Situation

An AI-driven travel startup found itself in the crosshairs of intense greenwashing scrutiny. Its core B2C marketplace was suffering from thin margins and skepticism regarding its carbon offset claims. The brand was at risk of reputational damage, and customer acquisition costs were skyrocketing without a clear path to profitability.

The Intervention

Utilizing the BCG Matrix to evaluate the product portfolio, we identified that the B2C segment was a 'Dog' while the corporate tracking capability showed 'Star' potential. We shifted the strategy to a B2B2C model, selling a subscription-based carbon intelligence platform to corporations. We implemented a Multi-Criteria Decision Analysis (MCDA) framework to transparently quantify environmental impact, silencing greenwashing critics with verifiable data.

The Impact

The pivot was transformative. The new platform provided irrefutable proof of a 100,000-ton carbon reduction for client portfolios. Furthermore, the granular analytics enabled corporate clients to optimize their travel policies, realizing a 25% reduction in overall corporate travel costs during the pilot phase alone.