We are delighted to see our sustainability partner Pinwheel recognised in the Sifted 100 UK and Ireland 2026, placed at number 30 in the annual leaderboard of the UK and Ireland's fastest-growing startups by revenue growth. 

The recognition comes hot on the heels of Pinwheel's nomination for the 2026 Earthshot Prize, Prince William's global environmental prize recognising solutions to the world's greatest environmental challenges.

Both acknowledgements reflect what Vector's co-founders Rupert Staines and Dan Brown saw in Pinwheel from the start: a business with rigorous methodology, real-world impact and the operational foundations to scale.

What the Sifted 100 means

The Sifted 100 UK and Ireland recognition scheme is now in its third year. It ranks companies by revenue growth over a minimum of three years, with applications verified against signed financial documentation. It is not a list based on funding raised or media profile. It measures commercial momentum, which makes Pinwheel's position at number 30 a meaningful indicator of genuine market traction rather than a narrative achievement.

Reaching that position while operating in the climate and biodiversity space, which has historically been slower to achieve the revenue growth rates associated with tech startups, is notable. It reflects the growing commercial appetite from businesses like Vector that want to fund environmental action through verified, outcomes-focused partnerships rather than conventional offsetting schemes.

The Vector x Pinwheel commitment

From day one, Rupert and Dan committed 2% of Vector's total income to the Vector x Pinwheel Sustainability fund. That is a standing commitment tied to our commercial performance: as we grow, the fund grows. It is not a one-off donation or an end-of-year contribution, but a structural part of how Vector operates as a business.

The fund flows into projects selected and verified by Pinwheel for their real, measurable environmental impact. Our brand partners can also choose to match that commitment and direct investment toward projects of their own choosing, making the environmental dimension of their Amazon advertising investment something active and tangible rather than a statement of intent.

What the partnership is funding

The projects supported through our Pinwheel partnership span ocean conservation, land restoration and carbon removal.

Turtle hatchling protection programmes: work to safeguard threatened sea turtle populations through habitat conservation and hands-on safeguarding work, giving hatchlings the conditions they need to survive. The programme operates across Costa Rica, Kenya, Indonesia, Sri Lanka, Mexico and other coastal locations where sea turtle populations face the greatest pressure.

Rainwater harvesting using bunding techniques: is restoring desertified, dry land in some of the world's most challenging environments. By constructing earthwork barriers that capture and hold rainfall, the programme makes previously unproductive land viable again for local communities and ecosystems. The intervention is low-tech, highly scalable and delivers lasting change in areas where desertification is accelerating.

Enhanced rock weathering: is a nature-based carbon removal approach that permanently locks CO2 out of the atmosphere. Crushed silicate rock is spread onto agricultural land, where the natural weathering process draws down carbon and fixes it in stable mineral form. Unlike many carbon removal approaches, it also improves soil quality, delivering agricultural benefit alongside the climate outcome.

Why this matters to us

Congratulations to Gavin Sheppard and the entire Pinwheel team. The Sifted 100 placement and the Earthshot nomination are recognition that the model works: rigorous vetting, real projects, verified outcomes, and a commercial structure that makes it possible for businesses of any size to participate meaningfully.

At Vector, we believe that commercial success and environmental responsibility are not competing priorities. Our Pinwheel partnership is the practical expression of that belief. As our business grows, so does our contribution to conservation and carbon removal. 

Interested in how your brand's Amazon investment can contribute to environmental restoration alongside driving business growth? Talk to the Vector Retail Media team.