{"id":565,"date":"2026-03-10T07:12:37","date_gmt":"2026-03-10T14:12:37","guid":{"rendered":"https:\/\/dornsife.usc.edu\/rooted\/?p=565"},"modified":"2026-03-10T18:01:26","modified_gmt":"2026-03-11T01:01:26","slug":"sustainability-needs-entrepreneurs-lessons-from-las-cleantech-ecosystem","status":"publish","type":"post","link":"https:\/\/dornsife.usc.edu\/rooted\/2026\/03\/10\/sustainability-needs-entrepreneurs-lessons-from-las-cleantech-ecosystem\/","title":{"rendered":"Sustainability Needs Entrepreneurs: Lessons from LA&#8217;s Cleantech Ecosystem"},"content":{"rendered":"\n\n  \n    \n\n\n\n\n\n\n<div\n  class=\"cc--component-container cc--rich-text \"\n\n  \n  \n  \n  \n  \n  \n  >\n  <div class=\"c--component c--rich-text\"\n    \n      >\n\n    \n      \n<div class=\"f--field f--wysiwyg\">\n\n    \n  <h1>Sustainability Needs Entrepreneurs: Lessons from LA&#8217;s Cleantech Ecosystem<\/h1>\n<p>By Dara Miao<\/p>\n<p>I walked into the LA Cleantech Incubator thinking sustainability meant paper straws and beach cleanups. Two hours later, I realized I\u2019d been thinking way too small.<\/p>\n<p>The founder showcase at the La Kretz Innovation Campus featured seven startups, but none of them resembled the \u201ceco-friendly\u201d projects I had expected. No one was pitching reusable water bottle campaigns or compostable packaging. Instead, the room filled with bright projector screens, prototype displays, and founders discussing systems problems I didn\u2019t even know existed: AI that detects contamination inside recycling trucks, modular direct-air-capture machines built for cities, and shoes made from California algae. Every pitch aimed at a failure point in our infrastructure\u2014problems individual actions could never solve.<\/p>\n<p>One detail stuck with me: the recycling contamination statistic. A founder explained that this is why one out of every three recycling bins ends up in a landfill, regardless of how carefully people sort their waste. All those hours I\u2019d spent rinsing containers? They mattered, but only if the system behind them functioned properly. The real problem wasn&#8217;t that people don&#8217;t care about recycling\u2014it&#8217;s that the infrastructure for handling recycled materials is fundamentally broken. This startup\u2019s AI cameras targeted the exact moment where everything goes wrong: the contamination that quietly sends entire truckloads to the dump.<\/p>\n<p>The pattern continued. Another team presented small, modular carbon-removal machines that each capture as much CO\u2082 as taking 178 cars off the road, designed to tuck into alleyways, rooftops, and dense urban spaces. Then there were the algae-based shoes\u2014a response to the 300 million pairs dumped into landfills every year. These founders weren\u2019t pushing for lifestyle changes; they were building tools to redesign the systems beneath our lifestyles. They had found measurable problems and spent years gaining the technical expertise to fix them at the root. That, I realized, is what real sustainability looks like.<\/p>\n<p>What surprised me most was how approachable the founders were. After the pitches, the crowd moved into the open lobby and I ended up talking with a few of them. They weren\u2019t distant tech executives; they were people who had spent six months in LACI\u2019s accelerator refining their ideas through constant reiteration. Hearing them describe how they arrived at their solutions made entrepreneurship feel tangible, even for someone like me still in school.<\/p>\n<p>I left LACI thinking differently about what it means to \u201cwork on sustainability.\u201d Beach cleanups and reusable straws still matter, but they\u2019re not enough. The biggest impact comes from people who develop deep technical knowledge in a field and use it to identify the exact point where a process becomes unsustainable, then fix it at the root. And the striking thing is that this ecosystem exists right here in Los Angeles. Minutes from campus, founders are solving problems that once felt unsolvable. USC gives us an abundance of technical skills\u2014whether you&#8217;re an engineer, a designer, or a business student\u2014and we could be using them to dig into industries and redesign broken systems.<\/p>\n<p>The real question is whether we\u2019re willing to think on that scale. If sustainability is going to mean anything in the long run, it won\u2019t come from performing small acts perfectly. It will come from people who learn enough, care enough, and build boldly enough to redesign the systems the rest of us depend on.<\/p>\n\n\n\n<\/div>\n\n\n  <\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>I walked into the LA Cleantech Incubator thinking sustainability meant paper straws and beach cleanups. Two hours later, I realized I\u2019d been thinking way too small.<\/p>\n<p>The founder showcase at the La Kretz Innovation Campus featured seven startups, but none of them resembled the \u201ceco-friendly\u201d projects I had expected. No one was pitching reusable water bottle campaigns or compostable packaging. Instead, the room filled with bright projector screens, prototype displays, and founders discussing systems problems I didn\u2019t even know existed: AI that detects contamination inside recycling trucks, modular direct-air-capture machines built for cities, and shoes made from California algae. Every pitch aimed at a failure point in our infrastructure\u2014problems individual actions could never solve.<\/p>\n","protected":false},"author":1096,"featured_media":700,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[67,181],"tags":[68],"class_list":["post-565","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured","category-sustainability-in-los-angeles-southern-california","tag-featured"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Sustainability Needs Entrepreneurs: Lessons from LA&#039;s Cleantech Ecosystem<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sustainability Needs Entrepreneurs: Lessons from LA&#039;s Cleantech Ecosystem - Rooted\" \/>\n<meta property=\"og:description\" content=\"I walked into the LA Cleantech Incubator thinking sustainability meant paper straws and beach cleanups. Two hours later, I realized I\u2019d been thinking way too small. The founder showcase at the La Kretz Innovation Campus featured seven startups, but none of them resembled the \u201ceco-friendly\u201d projects I had expected. No one was pitching reusable water bottle campaigns or compostable packaging. Instead, the room filled with bright projector screens, prototype displays, and founders discussing systems problems I didn\u2019t even know existed: AI that detects contamination inside recycling trucks, modular direct-air-capture machines built for cities, and shoes made from California algae. Every pitch aimed at a failure point in our infrastructure\u2014problems individual actions could never solve.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/dornsife.usc.edu\/rooted\/2026\/03\/10\/sustainability-needs-entrepreneurs-lessons-from-las-cleantech-ecosystem\/\" \/>\n<meta property=\"og:site_name\" content=\"Rooted\" \/>\n<meta property=\"article:published_time\" content=\"2026-03-10T14:12:37+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-11T01:01:26+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/dornsife.usc.edu\/rooted\/wp-content\/uploads\/sites\/487\/2026\/01\/USC_UCOM_Zero_Waste_Zone_Signage_20230412_03-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1707\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Corinna Schroeder\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/dornsife.usc.edu\/rooted\/2026\/03\/10\/sustainability-needs-entrepreneurs-lessons-from-las-cleantech-ecosystem\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/dornsife.usc.edu\/rooted\/2026\/03\/10\/sustainability-needs-entrepreneurs-lessons-from-las-cleantech-ecosystem\/\"},\"author\":{\"name\":\"Corinna Schroeder\",\"@id\":\"https:\/\/dornsife.usc.edu\/rooted\/#\/schema\/person\/f9b02e05c43c6640b7beb969def05e69\"},\"headline\":\"Sustainability Needs Entrepreneurs: Lessons from LA&#8217;s Cleantech Ecosystem\",\"datePublished\":\"2026-03-10T14:12:37+00:00\",\"dateModified\":\"2026-03-11T01:01:26+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/dornsife.usc.edu\/rooted\/2026\/03\/10\/sustainability-needs-entrepreneurs-lessons-from-las-cleantech-ecosystem\/\"},\"wordCount\":9,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/dornsife.usc.edu\/rooted\/2026\/03\/10\/sustainability-needs-entrepreneurs-lessons-from-las-cleantech-ecosystem\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/dornsife.usc.edu\/rooted\/wp-content\/uploads\/sites\/487\/2026\/01\/USC_UCOM_Zero_Waste_Zone_Signage_20230412_03-scaled.jpg\",\"keywords\":[\"featured\"],\"articleSection\":[\"Featured\",\"Sustainability in Los Angeles &amp; 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