Three months of building — and what comes next

Three months ago, a core team moved in at Näst Innovation Destination in Gothenburg and got to work. On June 26th we gathered current and prospective partners to show what we'd built — and to kick off the next phase of the initiative.

Ramon Bosch from Microsoft opened the afternoon with a framing that stuck: without reliable metrics, ambition becomes guesswork. Companies struggle to account for their own emissions, let alone those embedded in their products, because the data is fragmented, inconsistent, and often absent altogether. It's not just a data problem — it's a trust problem. And it's why MASSIV+ exists.

What we showed

Birger Löfgren from Icons Of presented the "naked product" — the first working version of the MASSIV+ platform, before the design layer. Core functionality for collecting and sharing site-level Scope 1–2 data, with dashboards, supplier management, and the beginnings of AI-guided insights. All built around the real personas we've been designing for: from Nisse the small supplier who sees reporting as a necessary evil, to Ronja at the large corporation who can't compare or use the data she gets.

Adrian Swartz and the EY Doberman team then showed the brand and product design work — grounding MASSIV+ in a clear value proposition: clarity to act. A visual identity inspired by murmurations — starlings moving as one, no leader, each actor responding to its neighbors. It captures something real about what we're building: a collective force, for and by the industry.

Amit Paul from Innrwrks laid out the organizational structure. A non-profit association paired with Massivplus AB. The association stewards the purpose and the standard. The company drives product development. Together they balance profit with purpose — what the team calls a Regenerative Community Organism.

The bigger picture

As Ramon put it: 90% of global GDP is covered by net-zero targets, but only 16% of companies are on track with their emissions reporting. The problem isn't ambition — it's the missing infrastructure. 70–90% of emissions sit in Scope 3, where data is built on rough estimates that aren't comparable across companies.

Similar initiatives are emerging globally — notably in Singapore and Taiwan with national mandate backing. We anticipate that interoperability with these platforms will become foundational as MASSIV+ evolves.

What's next

We're moving into three parallel tracks: MVP testing with partners this fall, setting up the non-profit association with founding members, and submitting soft funding applications to Vinnova and the Swedish Energy Agency by end of August.

This is only the beginning of gathering a community for collaboration towards net zero. More to come.