Who We Are

Our story

Project 90 by 2030 was established as a national project of the Goedgedacht Trust in July 2007, and registered as an independent NPO in August 2013. The project's main purpose is to challenge South Africans to change the way they live and the way that they relate to the environment. We focus particularly on lifestyle change that can be measured through carbon footprint reduction.

NPO Registration Number: 123-630

What does our name mean?

Our name reflects our objective of a significant (90%) change by South Africans in how we engage with earth systems.


We envision a world that sustains humanity, where people are valued and earth systems are preserved.


We are a change-focused organisation. Our aim is to inspire and bring about significant, positive change in the way we, as humans, engage with earth systems and each other.


  • Mitigation: Challenging South Africans to become more planet conscious and 'do their bit' by voluntarily reducing their carbon emissions.
  • Awareness-raising and advocacy: Providing toolkits for taking action on lifestyle change and lucid information for ordinary South Africans so that they can lobby for change to existing laws and policies governing the use of natural resources, with a strong focus on energy efficiency, renewable energy development, transport emissions reduction, sustainable waste management, and water conservation.

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