Jeff Haley: Welcome to Reflective Earth
October 7, 2020

Welcome to Reflective Earth!

I’m excited to welcome you to Reflective Earth.

We’ve been working since late last year to launch a new organization focused on the fastest way possible to slow global warming – reflection. 

Ultimately, the best solution to global warming is to stop using fossil fuels and to improve our relationships to agriculture and nature.  At Reflective Earth, we support action on both those fronts.  But our central mission at RE is to discover and promote technologies that increase Earth’s reflectivity in ways that are socially beneficial, environmentally sound, cost-effective, and can be implemented quickly to fill the gap until use of fossil fuels is over and greenhouse gasses have been removed from the atmosphere.  

There are many ways to increase Earth’s reflectivity that can be deployed at scale today.  And some can be deployed incrementally, so that impacts can be tested before scale-up and can be deployed in a way to have quickest impact at a regional scale where the effects of warming are most severe.  From lighter, brighter roofs to preserving our planet’s ice caps, there are many methods to be explored and deployed to reduce the amount of heat the Earth absorbs.

That is RE’s work – facilitating all the options available (and those not yet invented) to preserve and grow Earth’s reflectivity.  We hope to do so in three ways:

First, we work to scale and accelerating community-based projects (starting with “cool roof” programs).  

Second, we measure, audit and, verify larger scale reflectivity interventions so that carbon offset credits can be sold. 

Third, we work to accelerate policy and finance for cost-effective and environmentally benign reflectivity interventions.  Our work here will be on wider dissemination of existing research and new tools for assessing reflectivity programs around the world.

We are inspired by the challenge of reducing global warming before it gets much worse. 

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