In 2005, Swedish businessman Johan Eliasch took an unprecedented step in the fight against deforestation. Rather than continuing the business-as-usual approach of profiting from the natural world, Eliasch made a decision that would set him apart from most other wealthy businesspeople. He purchased a logging company in the Amazon rainforest — not to expand its operations, but to shut it down entirely.

The company in question, Gethal Amazonas S.A., was responsible for managing a vast area of the Amazon rainforest near the Madeira River, covering approximately 400,000 acres (160,000 hectares). This region was home to some of the world’s most precious and endangered ecosystems, which were at risk of being destroyed due to illegal and unsustainable logging practices.

When Eliasch took control of the company, he immediately made the bold decision to halt all logging activities. He laid off around 1,000 workers who had been involved in the deforestation process and committed to allowing the forest to recover naturally. The land he acquired became a symbol of the power of individual action in conservation, showing that even in the face of profit-driven industries, people with the right intentions can make a difference.

But Eliasch’s commitment to the environment didn’t end with the purchase of the logging company. He later went on to co-found Cool Earth, a charity that partners with Indigenous communities to protect rainforests around the globe. Cool Earth focuses on preventing deforestation by working with local people, rather than imposing external solutions that can sometimes harm local communities. Eliasch's work with Cool Earth continues to support endangered rainforests and the people who depend on them for survival.

In addition to his charitable efforts, Eliasch played a pivotal role in shaping global climate policy with the release of the Eliasch Review in 2008. This report, commissioned by the UK government, had a profound impact on how carbon credits and forest protection are viewed and integrated into climate action plans around the world. Eliasch’s insights into the financial and environmental importance of preserving forests continue to influence policy discussions today.

Despite his positive contributions to conservation, Eliasch’s purchase of the logging company wasn’t without controversy. Years later, Brazil’s environmental agency, IBAMA, fined Gethal Amazonas S.A. for alleged logging violations that occurred before Eliasch’s ownership. These fines were related to the company’s operations in the years prior to Eliasch's intervention. However, after a thorough review, these fines were officially cancelled in 2013, clearing Eliasch and his company of any wrongdoing related to the violation of environmental laws.

Today, the land that Eliasch purchased remains a thriving carbon sink, continuing to play an essential role in combating climate change. This is a living example that conservation efforts, when fueled by bold actions and a commitment to protecting the environment, can be successful. The forest that Eliasch saved is no longer being exploited, but is instead part of the natural ecosystem, helping to absorb carbon emissions and contribute to global efforts against climate change.

Eliasch’s statement, “I realized the best way to protect the forest was to own it,” sums up his approach to conservation: sometimes, taking control of a harmful situation is the most effective way to protect the environment. This action is a powerful reminder that individual decisions—especially from those in positions of power—can have a lasting impact on the planet.

It’s clear that bold personal action can change the trajectory of environmental destruction. Eliasch’s actions show that billionaires and wealthy individuals have the resources to make a positive impact on the environment, and his example serves as a call to others to follow suit. By choosing to protect nature rather than exploit it, more people like Eliasch could lead the charge in preserving the world’s most precious ecosystems.

The question remains—will more billionaires take a stand for the planet? If they do, the effects could be profound, leading to a world where conservation becomes just as profitable as exploitation.