Amber is…..

Amber is nature’s storykeeper.
It begins as resin, a liquid released from trees in moments of stress or protection.
What starts as a fluid response becomes a jewel that carries memory through millennia,
preserving whatever it touches in full integrity.
It holds what mattered, and makes it matter still.
I’ve always loved that.

To me, amber is a reminder:
What we do now, what we notice now,
What we love and protect now
can last.

That’s the heart of this thing Alyce Shu, Leta Soza and I are building together.
It’s called Amber Matters.

For years, I worked with some of the biggest brands in the world,
helping them use stories to turn attention into action.
And along the way, I kept thinking,
What if I used that same magic to help people believe in a future worth building toward?

What if we could scale excitement and belief in existing climate solutions
the same way we’ve scaled desire for sneakers, movies, and snacks?

Because I don’t think the problem is a lack of innovation.
The solutions already exist.
What’s missing is the belief they belong to us,
that they can work together,
that they can work at all.

It’s not a tech gap, it’s a story gap.
We need new myths to live by.

So that’s what we’re doing.

At Amber Matters, we’re creating Entertainment Ecosystems,
worlds where climate innovation becomes part of culture.
Not through guilt or jargon,
but through wonder, joy, curiosity, and emotional truth.

Belief is the missing infrastructure,
and without it, nothing scales.
So we build that first.

We aim to partner with those who imagine expansively
to tell better stories about the future,
stories that make it easier to act, easier to care,
easier to imagine something worth building toward.

Because when we look back at this time,
I hope we’ll say,
we preserved more than fear.
We preserved our feelings.
We made space for wonder.

We took what could’ve broken us
and made something beautiful instead,
regenerative, joyful, abundant.

A culture that treated nature like a teacher,
and each other like kin.

If we can preserve wonder, we can build something worth keeping.
That’s why Amber Matters.

— Cam