How we calculate Earth's heart rate

Science can be complicated, so let's keep this simple.

Heart rate is a measure of health. Our Earth’s heart rate is calculated by the number of positive conversations across the globe about helping the planet: the more conversations, the lower it gets.

We use data from social channels to see how many people are talking about the planet — everything from environmental issues to sustainability. By tracking the number of these messages, and how positive they are, we can estimate whether Earth’s heart rate is going up or down.

We are asking you to make a #PureChoicePledge and be part of the change we need to see to help bring Earth's heart rate down.