Planet Green

In 2009, an unlikely pair teamed up to launch a new venture: marketing executive Joel Babbit and The Rolling Stones' keyboardist, Chuck Leavell. They co-founded Mother Nature Network, or mnn.com, with a straightforward goal: to make environmental news and information accessible and engaging for a mainstream audience, avoiding complex jargon and political divides. Babbit, an advertising veteran, and Leavell, a dedicated tree farmer and conservationist, saw an opportunity to cover sustainability through a wider lens that included family, health, and responsible living. This approach quickly found its footing, growing into one of the most visited for-profit environmental websites globally. The company's business model was distinctive. Instead of traditional banner ads, MNN focused on content sponsorships with major corporations, creating a new way to fund its journalism. A significant moment in its journey came in February 2020, when the parent company, Narrative Content Group, sold Mother Nature Network to the digital media giant IAC, the company that also owns Dotdash and The Daily Beast. Following the acquisition, MNN was merged with its sister site, TreeHugger, and now operates under the Treehugger brand, continuing its mission of promoting sustainability for all.