WHO WE ARE
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 in 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 will we!
The Freyja Foundation is two sibling’s endeavor to help spark a behavioural 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. ”
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 behavioural shift in how people interact with our planet.
Our values reflect a foundation started by a brother and sister who love the outdoors, and the lens through which they approach life.
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 psyche and working towards 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 amplify. 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
Take urgent action to combat climate change and its impacts
LIFE BELOW WATER
Conserve and sustainably use the oceans, seas and marine resources for sustainable development.
LIFE ON LAND
Protect, restore and promote sustainable use of terrestrial ecosystems, sustainably manage forest, combat desertification and halt and reverse land degradation and biodiversity loss
“When it comes to the planet, you really only have two choices: Do nothing or Do something. Freyja is how we are doing something.”