Foundation

The Foundation

About us

After their father passed away, Anne and Carl Deane individually sought out the outdoors as a means to escape their pain. While on their separate journeys, they both experienced the same transformational power of the outdoors: A connection to something bigger and greater than themselves. Finding that what makes one human derives from the fundamental principle that we all came from the wild and are forever a part of it and connected to it.

From there, Anne and Carl both changed the way they saw the world, how they live in it, how they work for it and how they play with it. Their higher power is the outdoors and they believe if we do not protect it then not only will it be doomed but so we will we.

The Freyja Foundation is two sibling’s endeavor to help spark a behavioral shift in how humans interact with the outdoors and to ultimately save it.

“”The more clearly we can focus our attention on the wonders and realities of the universe about us, the less taste we shall have for its destruction.” ”
Rachel Carson, Silent Spring

Mission

We believe that people protect what they love & to save the planet people must have a deep and meaningful connection to the outdoors.

Freyja’s mission is to help inspire that outdoor connection and spark a behavioral shift in how people interact with our planet.

Values

Our values reflect a foundation started by a brother and sister who love the outdoors and the lens through which they approach life.

Val

ues

Wisdom of Nature: We believe that all living and non-living beings, human and non-human, hold equal and intrinsic value. We work towards placing additional emphasis on protecting and creating sustainable systems for the wild natural earth elements. We draw on the philosophy of Deep Ecology to ground our ethos.

Build New Models: The status-quo is not working and they will not be enough to meet the environmental challenges we are facing. We continuously play and innovate to develop new ways to do things.

Strive for Beauty: This is more than protecting nature’s greatness, this is about our phsyche and working toward’s approaching the world with openness, compassion, love and being fully alive.

Create Additionality: No matter the project or investment we leverage our resources and skills to ampliphy. We do not stand on the sidelines, we like to roll our sleeves up and get involved. Our favorite question is, how do we want to show up? Then we try our best to do it.

We are working towards the United Nations Social Development Goals

Goal 13

Take urget action to combat climate change and its impact

Goal 14

Conserve and sustainably use the oceans, seas and marine resources

Goal 15

Protect, restore and promote sustainable use of terrestrial ecosystems, sustainably manage forest, combat desertification and halt and reverse land degradation and biodiversity loss

Theory of change diagram

“When it comes to the planet you really only have two choices: Do nothing or Do something. Freyja is how we are doing something.”
Carl R Deane
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