Plume Labs

What we do

Plume Labs’ mission is to inspire leaps forward against air pollution by making environmental data accessible, enlightening and empowering.

Why we do what we do

Every year, across every border on this planet, air pollution causes more than 7 million premature deaths. The magnitude of the problem should inspire sweeping change, but it doesn’t.

Why? Because like new insights about our climate, the numbers are quick to cause anguish, but get quickly buried by the immediacy of daily life. Every new pollution peak causes new outrage, promptly extinguished into inaction as the news cycle rolls ahead. We care and hope for change, but feel ill-equipped to face a challenge too complex, bigger than us, like it should be a problem for another person or another time.

We see an information problem.

We see that with the right information at the right time, wisdom can take over panic. And when wisdom has the upper hand, the urgency of the problem can be channeled into imagining solutions rather than endings.

What we believe

  1. Problems you can help quantify are problems you can help solve.
  2. Access to data isn’t enough: the data needs to be both inviting and compelling, it must make you want to dig for root causes.
  3. Day 1 of sustainable collective change is when enough individuals have been brought together by a common understanding of root causes to formulate a way forward.

Plume Labs doesn’t exist just because pollution exists. We believe complex problems can be solved not when they are made black and white, but when numbers, details and nuance are embraced. We want to create products that make data lively, engaging and useful for solution-seekers. We believe it’s our best shot at contributing to human growth that does not come at the expense of the environment or of itself.