CCU: How Innovators are Turning Pollution into Products
What is carbon capture?
Carbon Capture and Utilisation (CCU) is just one part of the bigger carbon capture picture, which also includes Carbon Dioxide Removal (CDR) and Carbon Capture Utilisation and Storage (CCUS). At its core, CCU means taking carbon dioxide, from direct air capture (DAC) or industrial waste gases, and incorporating it into a usable product.
These are not just potential climate solutions but also emerging industries driven by innovative startups and small- to medium-sized enterprises (SMEs). CO₂ is already being used in chemicals, fuels, building materials, and even consumer products. A new kind of product, made from the very thing threatening our climate.
While large corporations and governments play significant roles, startups, scale-ups and SMEs are proving to be agile innovators, developing and deploying cutting-edge technologies. According to the International Energy Agency, around 35% of the CO₂ emission reductions needed by 2050 will come from technologies not yet commercially available today. In that sense, these innovators are critical players, though it’s important to remember that SMEs also account for about 70% of industrial pollution in Europe.
In short, these small players have a significant opportunity and responsibility to help turn the tide on climate change.
PROMISING AREAS OF INNOVATION
Carbon capture in your daily life,
powered by innovative startups
In our work mapping the carbon capture innovation landscape, it has become clear how much potential exists in this space, and also how much development is still needed. The most promising areas of innovation we’ve seen include sustainable fuels, green building materials, and consumer products.
Synthetic fuels
Startups such as ICODOS and Aeon Blue are converting CO₂ into synthetic fuels like e-methanol or alternatives to gasoline, diesel, or natural gas. These “e-fuels” are sometimes criticised as prolonging our dependence on combustion engines and fossil infrastructure, but they can also play a transitional role in the shift to electrified and renewable energy systems.
The key is ensuring they are produced and deployed responsibly, as a bridge, not a crutch.
Green building materials
Greener building materials are another exciting frontier for CCU.
Companies like CarbonCure and Carbonaide inject CO₂ into concrete, where it mineralises and stays locked away as calcium carbonate.
This technique has already been used in notable large-scale projects, like Amazon’s second headquarters. However, wider adoption remains limited due to cost, risk perceptions, and lack of familiarity among contractors. And of course, concrete itself is inherently carbon-intensive, so while these innovations help reduce its footprint, they are not a license to keep building without limits.
Consumer products
Perhaps some of the more accessible and exciting examples of CCU are consumer products.
Companies like CleanO2 have developed soaps and detergents that incorporate captured CO₂. These products not only reduce emissions but also raise awareness and give consumers the chance to contribute directly.
That said, consumer behaviour change alone won’t solve the climate crisis, and while carbon-positive products are a welcome development, they should complement, not distract from, systemic efforts to prevent emissions at the source.
CONSUMER AND PRODUCER RESPONSIBILITY
So why don’t we see more CCU products in stores? Why aren’t major brands and retailers embracing them at scale?
The innovations are here, but adoption is slow. Some big players are starting to move: for example, Coca-Cola partnered with Climeworks to use DAC-captured CO₂ in its Valser sparkling water. This is a positive signal, but the overall presence of CCU products in the market remains small.
Corporations hold enormous potential to mainstream these innovations, creating economies of scale that lower costs and improve access. Yet many remain cautious or unwilling to take the first step. At the same time, consumers need more education and options before they can make climate-conscious choices.
We believe the responsibility is shared. Consumers can support pioneering products where possible, but it is incumbent on larger companies to lead the way by embedding innovation and sustainability at the heart of their business models.
Conclusions
We encourage everyone to seek out climate-positive alternatives where possible and to remember: while carbon capture and utilisation has its limitations, and even risks normalising emissions we should be working to eliminate, these innovations are still valuable tools in the fight against climate change.
Ultimately, it’s not about a single silver bullet, but about combining prevention, reduction, and removal in smart and equitable ways. These products show that ingenuity can help us reimagine even our biggest problems and turn them into part of the solution.
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