Success in climate tech often depends on one thing: making it effortless. In this episode of The Capitalist Hippie, Marco Pimentel sits down with Dane Baker, founder of EcoCart, to explore what happens when climate impact becomes a default, not a disruption.
EcoCart is a carbon offset plugin used by over 2,000 brands—including Walmart Canada, Cotopaxi, and Chamberlain Coffee—that allows consumers to offset the emissions of their purchase directly at checkout. The idea? Meet people where they already are, and bake impact into behaviour.
“Fundamentally, one of our initial philosophy starting this business was that consumers don’t actually want to change their behaviour. And in fact, are really, really against it.”
– Dane Baker
At the heart of its growth is a powerful insight: ease of use is the unsung hero of climate tech. EcoCart’s frictionless model makes it free for merchants, financially sustainable through transaction fees, and deeply aligned with brand loyalty and repeat purchases. With over 800 million pounds of CO₂ already offset, this episode is a case study in how to design for human behaviour, not against it, and why making sustainability simple may be the most radical move of all.
Play Episode 79: Dane Baker, EcoCart