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In the race to offset their carbon footprints, two giant companies—Shell and Microsoft—stand out as the largest carbon credit buyers in 2024, according to the Allied Offsets report. Their massive retirements reflect differing strategies and priorities, however, signaling distinct approaches to tackling carbon emissions through carbon markets. 

Shell, the world’s largest fossil fuel company, and Microsoft, a technology leader, have been pivotal players in the voluntary carbon market (VCM). However, their activities reveal stark contrasts in how they approach sustainability goals and what projects they support.

Meanwhile, the broader carbon credit market in 2024 showed a growing emphasis on removals and diversification of project types.

Shell: The Emission Offset Leader

Shell retained a massive 14.5 million carbon credits in 2024, taking the top spot for the second consecutive year. This commitment is a significant part of Shell’s strategy to offset its extensive emissions. 

Unlike Microsoft, which has heavily invested in carbon removal technologies, Shell’s purchases mainly target projects focused on emissions avoidance.

A large portion of Shell’s credits—9.4 million—came from forestry and land-use initiatives. These projects, focusing on protecting and managing forests to prevent the release of stored carbon, are cost-effective but also face scrutiny over integrity concerns. Interestingly, the energy giant announced plans in November last year to sell part of its nature-based carbon projects.

The company also retired 2.4 million renewable energy credits, a cheaper and more widely accepted option in the market.

top carbon credit buyers in 2024
Chart from Allied Offsets Report

Moreover, the price difference between Shell’s credits and Microsoft’s illustrates their contrasting strategies. While Shell paid an average of $4.15 per credit, it remains focused on more affordable projects, including renewable energy and forestry. 

Despite criticisms over the quality of some of its projects, Shell continues to be a significant player, aligning its credit purchases with its ongoing goal of achieving net-zero emissions by 2050. To achieve that, the oil major aims to reduce emissions from its operations by 50% by 2030, using 2016 baselines. 

Shell 2050 net zero goal
Image from Shell report

Microsoft: A Carbon Removal Champion

In contrast, Microsoft has pursued a more aggressive approach toward carbon removal, setting itself apart with a robust commitment to investing in innovative carbon capture technologies. The company retired 5.5 million credits in 2024, a distant second to Shell. However, the type of credits the tech giant bought tells a different story.

A key focus for Microsoft has been on bioenergy with carbon capture and storage (BECCS). It is an expensive and emerging technology that is capable of delivering carbon-negative results. BECCS works by capturing the carbon dioxide released during the burning of biomass and storing it underground. 

Nearly 80% of Microsoft’s 2024 carbon credits came from BECCS projects, with the largest purchase of 3.3 million credits coming from Sweden’s Stockholm Exergi. While this technology is still in its infancy, it plays a critical role in global pathways to achieving net-zero emissions.

Microsoft’s strategy, however, is not without its challenges. BECCS credits are costly, with average prices of $389 per credit—substantially higher than the costs associated with Shell’s projects.

  • In 2024, Microsoft’s average credit price was $189, a significant investment considering its aim to neutralize emissions across its operations. 

Despite the high costs, Microsoft’s commitment to carbon removal reflects its leadership in the tech industry’s broader sustainability agenda. The major tech company aims to be carbon-negative by 2030. 

Microsoft 2030 carbon negative target
Image from Microsoft

Microsoft’s strategy to focus on carbon removals seems to be on the right track. The broader carbon market trend reveals the growing interest in carbon removal credits. 

Carbon Market Dynamics: Increasing Focus on Quality and Carbon Removal Credits

The VCM in 2024 has shown signs of shifting, with a significant uptick in carbon removal credits, per the report. However, overall retirement activity in the VCM plateaued, with 2024 marking the third consecutive year of minimal growth. 

voluntary carbon credit retirement 2024
Chart from Allied Offsets report

The decrease in market growth is not necessarily a negative development, as more buyers have shifted toward high-quality, impactful projects.

While Shell and Microsoft represent the extremes in carbon credit purchasing, other buyers are increasingly exploring removals and non-traditional carbon offset projects. Removals, such as those associated with BECCS, saw a larger share of the market, though they still constitute a small portion overall. 

This shift reflects a broader trend toward supporting innovative carbon removal solutions, which can deliver long-term, lasting environmental benefits. Another report by the MSCI also reveals the same trend—demand for carbon removal credits is rising. 

The market’s composition is also diversifying. Projects related to renewable energy and forestry still dominate. However, their share in total credit retirements has decreased from 80% in 2020 to 70% in 2024. 

At the same time, new entrants into the market are pushing for more varied solutions, including technologies for direct air capture and carbon removal, which add complexity to an already challenging marketplace.

Challenges for Credit Buyers and the Market

One of the major challenges for buyers is the oversupply of carbon credits in the market, which continues to grow. In 2024, the number of issued but not retired credits increased again, contributing to a potential glut in available credits. 

This dynamic is particularly evident in the market for older Clean Development Mechanism (CDM) credits, which have increasingly been criticized for their lack of additionality and impact.

oversupply of credits in 2024
Chart from Allied Offsets report

Despite these challenges, the number of active buyers in the VCM continues to grow. In 2024, more than 6,500 companies participated in the market, a slight increase compared to previous years. 

The vast majority of carbon credit buyers continue to come from the financial and energy sectors, with Microsoft representing a key player in the tech space. Even though more companies are entering the market, the rate of growth has slowed. This suggests that carbon credits are becoming a more established component of sustainability strategies.

As we move into 2025, the divergent strategies of Shell and Microsoft may serve as a model for others seeking to engage with the VCM. Shell’s focus on affordability and scale contrasts with Microsoft’s commitment to cutting-edge carbon removal technologies. 

Yet, both companies are working towards a common goal—neutralizing their emissions and supporting global climate efforts.

As the market continues to evolve, these two companies are likely to remain at the forefront of shaping how businesses approach their carbon footprint and the critical role carbon credits play in the global fight against climate change.

The post Shell and Microsoft Are The Biggest Carbon Credit Buyers in 2024: What Projects Do They Support? appeared first on Carbon Credits.

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Carbon Footprint

Insetting vs Offsetting: Which Actually Counts Toward Your Scope 3 Targets

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The accounting differences that decide whether your nature investment shows up in inventory, in BVCM, or nowhere at all.

The question reaches a procurement team about three weeks before the next sustainability committee meeting. Someone has read about insetting. Someone else has just signed off on an offset purchase. The CSO wants to know if the two are interchangeable. The answer is no, and the GHG Protocol Land Sector and Removals Standard is the reason why.

This article walks through what each term means at audit-grade specificity, what the standards actually say about how each gets counted, and how to decide which tool fits which target. The insetting vs offsetting question is one of the most-searched in corporate climate strategy, and one of the most poorly answered. By the end of this piece, you should be able to brief a committee on the difference without notes.

The two definitions, in plain English

Offsetting means buying carbon credits generated outside your value chain and retiring them against your residual emissions. The reduction happens somewhere else, financed by you, and the credit is the receipt.

Insetting means investing in emission reductions or removals inside your own value chain, typically with suppliers, where the reduction is directly linked to the products and services you buy. The reduction happens inside the boundary of your Scope 3 inventory, and the accounting treatment is fundamentally different.

The shorthand from the University of Oxford’s Nature-based Insetting Initiative is useful: insetting is what you do with the supply chain you have; offsetting is what you do with the supply chain you do not have.

What the GHG Protocol Land Sector Standard actually says

The GHG Protocol Land Sector and Removals Standard, finalised in 2024 after a multi-year pilot, sets the rules for how land-based emission reductions and removals enter corporate inventories. The Standard distinguishes between inventory accounting (Scope 1, 2, and 3) and project or intervention accounting (a separate methodology for crediting).

For insetting, the practical implication is that supplier-level interventions, when properly measured and attributed, can reduce your Scope 3 category 1 (purchased goods and services) emissions in your inventory. The reduction is not a credit retired against the inventory; it is a lower inventory number, period.

For offsetting, the credit is retired separately. It can be reported as a contribution toward a net-zero claim under the SBTi Beyond Value Chain Mitigation framework or as part of a VCMI Carbon Integrity claim, but it does not lower the inventory number.

A practical consequence: if your Science Based Target requires a 50% absolute reduction in Scope 3 emissions by 2030, insetting moves you toward the target. Offsetting does not. This single point of difference reshapes the procurement decision.

When insetting counts toward Scope 3 (and when it does not)

Insetting counts toward Scope 3 only when several conditions are met:

  • The intervention must occur with an entity in your value chain.
  • The emissions reduction or removal must be measured against a defensible baseline.
  • The reduction must be attributed to your share of that supplier’s output, not double-counted with other buyers.
  • It must follow the inventory accounting rules in the GHG Protocol Land Sector Standard, not the project accounting rules used to generate credits.

The most common failure mode is double counting. If your supplier sells the same reduction as a credit on the voluntary market and also reports it to you as a Scope 3 reduction, the math breaks. The Standard requires you to address this risk, typically by purchasing and retiring the supplier-issued credit as part of your inventory or by contractual provisions that prevent the supplier from selling the reduction twice.

When insetting does not count toward Scope 3: when the intervention sits with a supplier you do not buy from, when the baseline is not defensible, when the attribution is unclear, or when the documentation does not survive audit. Those cases default to Beyond Value Chain Mitigation, which is still useful but operates on a different ledger.

The procurement and supplier engagement question

Insetting is harder than offsetting. That is the unfashionable truth most buyers eventually confront. Offsetting is a transaction; insetting is a relationship.

To run an insetting program, you need supplier mapping precise enough to know which farms or facilities sit at which Scope 3 boundary. You need an engagement model that gets suppliers to participate, which usually requires multi-year commitments and shared economics. You need an MRV architecture that measures the right things and produces audit-ready documentation. And you need a contractual structure that prevents double counting and protects both sides.

The trade-off you receive in return is significant. Reductions count against your inventory rather than your residual. Supplier relationships deepen, which protects sourcing continuity. Yield and quality improvements often follow regenerative interventions, which reduces your input cost over time. And the regulatory file, under CSRD, CSDDD, EUDR, and the SBTi FLAG Guidance, is materially stronger.

Choosing the right tool for the right target

A practical decision rule. If your target is a science-based Scope 3 reduction and you operate in a FLAG sector or source FLAG commodities, insetting is the structurally correct tool. If your target is a net-zero claim that includes neutralising hard-to-abate residual emissions outside your value chain, BVCM via high-integrity offsets is the structurally correct tool. Most companies with material Scope 3 exposure need both, in different proportions, sequenced over time.

The sequencing matters. Insetting takes longer to stand up but produces a permanent reduction in the inventory. Offsetting can be transacted faster but does not change the inventory and now sits under tighter claim restrictions. Treat them as complementary tools with different jobs, not as substitutes. The Accountability Framework Initiative and the IUCN Global Standard for Nature-based Solutions both provide useful guardrails for the insetting side, with biodiversity, human rights, and benefit-sharing requirements that go beyond carbon math.

If you are mapping a Scope 3 reduction roadmap and need to scope which interventions count toward your inventory versus which sit in Beyond Value Chain Mitigation, the carbon and sustainability experts at Carbon Credit Capital can help you structure a nature-based supply chain investment program that fits your FLAG exposure, your target architecture, and your audit horizon. Schedule a consultation.

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Carbon Footprint

Net zero needs nature: a carbon credit guide

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Net zero is often described as a balancing act: cut what you can, account for the rest, and reach zero on the ledger. That framing is useful, but it leaves something out. It treats every tonne of carbon as interchangeable and every route to zero as equally sound, while the science tells a more specific story.

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Carbon Footprint

Deforestation in Malawi: causes and solutions

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Malawi has lost a striking share of its forests over the past three decades. Woodlands that once covered well over a third of the country now cover less than a quarter, and the pressure on what remains is increasing. Behind those figures sit two practical questions: what is driving the loss, and what reverses it?

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