My name is Claudio Parrinello and I am the CEO and Co-Founder of PlanetWatch, a community-driven global air quality monitoring network, founded in late 2019 out of CERN.

We provide technology to individuals, businesses, and local authorities to install in their communities. These sensors generate real-time, hyper-local air quality information, which can aid in forming policies that protect public health. 

What inspired you to launch your business and what is the end goal? 

There is a serious lack of effective and joined up air quality monitoring across the globe. According to the WHO, 99% of the population breath air that exceeds guideline limits on pollutants. This is having a detrimental impact on population health and the life chances of younger generations; approximately 93% of the world’s children under the age of 15 years breathe air that puts their health and development at risk. I was inspired to launch PlanetWatch to aid in addressing this global issue.

The ultimate goal of PlanetWatch is to empower people to understand and help improve the air that they breathe through the principle of ‘citizen science’. Projects like this encourage individuals to become agents of change, and empower them to be an active participant in research and data collection processes. This is essential for scientists and government leaders to develop solutions to particular issues like air pollution. 

Tell us about your journey into this market

PlanetWatch was originally established within CERN, where I worked as a physicist. I realised the true potential of citizen science when it comes to monitoring and protecting the natural environment. I recognized that blockchain technology could also aid in this. It has provided the foundation for the world’s first decentralized database of air-quality data, acting as a great incentive or motivator for individuals to contribute. 

How do you think you have innovated your sector and why?

PlanetWatch offers something different to individuals and organisations looking to monitor air quality because we provide an incentive that reaches further than environmentalism. 

Our PlanetWatchers can use the air pollution data they harness to receive a cryptocurrency that operates on the Algorand blockchain (the world’s greenest blockchain). We call these PLANETS tokens. These can then be resold on crypto marketplaces or used to purchase further products. This will soon include items such as air purifiers or, following our partnership with Treedom, the option to plant trees in ecosystem sustainable forests.

Why blockchain technology? 

Blockchain technology is making ground-breaking changes across almost all industries. I wanted to harness this technology for a common purpose – to solve the issue of air quality monitoring.

The existing networks to monitor air quality are insufficient. However, we aim to use blockchain technology to fill these gaps and capture hyper-local data. This information has the potential to inform future environmental policies worldwide.  

What keeps you motivated as an entrepreneur when you hit bumps in the road? 

As with any start-up or small business with big goals, things are not always straightforward. However, I am motivated by the common goal of protecting the environment and improving the quality of the air that we breathe. PlanetWatch is ultimately dedicated to protecting public health. 

What plans do you have for PlanetWatch over the next two years? 

Looking forward to the next couple of years, the main goal for PlanetWatch is to expand our network of PlanetWatchers. We need as many individuals, organisations, towns and cities to become a part of our vision in order to increase the positive impact that air quality monitoring data can have when it comes to policy making and protecting the environment.

We are looking to partner with organisations and authorities across the world to develop global partnerships that can drive real change. For example, we have recently been working in the Norfolk area where we have several sensors in Long Stratton. These are being managed by the South Norfolk and Broadland local council. We have also worked with Miami’s local government to instal a major city-wide network. 

What does your business offer its target audience? 

PlanetWatch offers individuals an opportunity to be an active participant in a global community of like-minded individuals who want to change the current approach to air pollution monitoring. We facilitate connections and networks between individuals, much of this happens through our social media channels. PlanetWatch is a network of sensors and people, but people always come first.  

Is it still possible to build a strong and successful business without social media? 

I think in today’s world, social media should be is an essential pillar to any business. It’s a great way to create conversation and interact in real time with your audience. For example, I’ve found it an excellent platform to hold regular ‘Ask Me Anything’ sessions with our community of PlanetWatchers, which have generated some really interesting discussions. 

What social media channel would you say has worked the best for your business and why? 

At PlanetWatch we utilise the different social media platforms for different reasons, however, Twitter has worked the best of us. We have almost 30,000 followers on Twitter – this platform is where we build our community, ask questions and spark engaging discussions about air pollution and air quality monitoring. 

We also use our twitter page to show that we are up to date with the most recent industry news and share relevant stories that our followers might be interested in. It shows that we are switched on and have an awareness of what is going on in the wider sector. 

Describe your business in three words.

Innovative, community-driven and ambitious.

Does your company help the community that you’re located in? 

PlanetWatch is community-driven and community minded. Air pollution is a problem that has an impact on everyone. Therefore, providing communities with tools to make a powerful change to the way air pollution is managed in their local area is a phenomenal way of making a change.

Many of our early projects were based in Italy. We have over 88 sensors pollution hotspots across Milan and Taranto. Through this, over 6.5 million data streams have been sent to the decentralised air quality ledger, providing a clearer picture of the air pollution crisis in these cities and forming the basis for political action that can help to protect communities from the consequences of air pollution.