Myth 1: “Putting a dollar value on whales ignores their intrinsic worth.” Fact: Valuing whale services does not replace or diminish their cultural, spiritual, or intrinsic importance. It adds an economic lens that speaks the language of markets and policymakers, the systems most responsible for environmental decline. By highlighting whales’ role in carbon sequestration, fisheries health, and ecosystem stability, we strengthen protection where intrinsic arguments alone have fallen short.

Myth 2: “Nature-based markets only support Wall Street.” Fact: These markets direct capital to the people and places protecting ecosystems. While investors may participate, the true beneficiaries are local and Indigenous stewards, conservation scientists, and community partners who safeguard biodiversity. It’s a living market, rewarding those who work on the ground to keep ecosystems thriving.

Myth 3: “Nature markets just let polluters keep polluting.” Fact: Nature markets don’t excuse pollution; they make polluters pay for the real cost of keeping nature alive. Today, destruction is cheap because ecosystems are undervalued. By pricing their services, companies must invest in conservation and restoration, creating a market signal that funds long-term ecological health.

Myth 4: “You have to cut down or sell nature to create value.” Fact: Nature is worth the most when it is alive and thriving. Forests, whales, and seagrass capture more carbon and sustain more biodiversity when left intact. Our model ensures communities retain ownership of their assets, and markets are also rewarded for supporting healthy natural assets. The destruction of nature continues with or without nature-based solutions. Through our work, we give nature a fighting chance with reciprocity as the key.

Myth 5: “Nature markets are too complex for the public to understand.” Fact: While valuations use advanced science and models, the concept is simple: healthy ecosystems provide services we all rely on, clean air, water, food, and climate stability. We break down complexity into accessible education so everyone, from students to policymakers, can see why the time is now.

Myth 6: “Nature-based solutions are just greenwashing.” Fact: High-integrity projects undergo rigorous monitoring and third-party verification. Satellites, drones, eDNA, and blockchain-ledger tracking ensure transparency and accountability. Greenwashing happens when corners are cut, +Nature funds the science-based valuations to prevent it.

Myth 7: “These solutions won’t scale fast enough to matter.” Fact: Nature is already the most powerful carbon removal technology on Earth. With proper valuation and investment, markets can scale rapidly, restoring millions of acres of land and ocean while financing conservation far beyond what philanthropy alone can achieve.

Myth 8: “This is just charity — markets won’t invest in nature.” Fact: Markets already rely on nature — for water, soil, raw materials. The issue is that destruction is valued, while preservation is ignored. By establishing credible valuations and forward contracts, conservation becomes financially viable, investable, and scalable.