David Luba

Co-Founder tentree

David founded tentree, a clothing company that plants trees, in 2011 while studying at the University of Manoa in Hawaii. After earning a BBA in 2012, he expanded tentree to over 2,000 retail stores across Canada, the U.S., and Europe, resulting in 100M+ trees planted. In 2022, David shifted focus to veritree, aiming to improve transparency in tree planting for consumers and organizations, and inspire more restorative businesses. He’s been recognized as a Clean 50 emerging leader and E&Y Entrepreneur of the Year for social impact.

Day Two, Wednesday, Oct. 8

1:10 PM Keynote: The ROI on Trust: Turning Transparency Into Loyalty

Sustainability claims are everywhere. Proof? Not so much. With more than half of companies accused of greenwashing and nearly 80% of consumers willing to walk away from brands they don’t trust, transparency is no longer optional—it’s essential.

In this keynote, David Luba—co-founder of tentree and veritree—unpacks how businesses can move from intention to verified impact. Drawing from the journey of building a globally recognized sustainable brand and launching a climate tech platform that powers measurable restoration, David will share how transparency isn’t just good ethics—it’s good business.

Learning how leading brands are using technology to verify their impact, engage conscious consumers, and drive higher lifetime value. You’ll walk away with a clearer roadmap for embedding transparency across the customer journey—and building the kind of trust that turns first-time buyers into lifelong advocates.

Check out the incredible speaker line-up to see who will be joining David.

Download The Latest Agenda