The John D. and Catherine T. MacArthur Foundation recently unveiled their 100&Change Top 200 proposals, a philanthropic initiative committed to funding $100 million to an initiative or organization willing to fix a world problem forever. The ASU Center for Biodiversity Outcomes (CBO) was among the 25 percent of submissions that received the highest scores. CBO proposed a market-based approach to sustaining natural capital. This approach suggests informing consumers via product labels about the impact production has in biodiversity conservation. Derived from the notion that people love nature, better informed consumers can drive market demand for products and services created with minimal impact on the environment. Proposals were assessed on four criteria: meaningful, verifiable, feasible, and durable. CBO is proud to join the list of creative problem solvers via this recognition and will work to incorporate the feedback received from MacArthur’s Board of Directors to develop this proposal for future funding opportunities. The eight semi-finalists selected offer bold solutions to a variety of humanitarian issues, including health, hunger, and refugee crises.