About the Go Green Foundation

Over the past 7 years of empirical research, we focused on leveraging persuasive technology to engage Millennials to adopt intrinsically sustainable lifestyle choices. We created Go Green for the purpose of incorporating innovative technologies to provide young people tracking, measurement, and monitoring capabilities to lead and maintain sustainable lifestyle habits.

We were very successful and engaged more than 30k students to adopt sustainable lifestyles. Our technology platform was implemented in the San Francisco Bay Area, New York, and Singapore in order to further our behavior and engagement research focused on sustained behavior change.

Our research indicates that health and fitness presents a pivotal intersection to help our generation create sustainable lifestyles that start at an individual level, but can also be a fun, rewarding, and meaningful social activity. From here we plan to expand to other lifestyle areas including but not limited to consumption.

Thanks to the advent of embedded tracking and measurement capabilities of today’s smartphones, and future wearable devices, we can further our behavior and engagement research in the areas of health, fitness, and consumption. We felt compelled to design and develop a mobile app experience to trigger intrinsically sustainable behaviors. This gave birth to Ignite


  • To inspire a youth culture concerned and motivated to act on behalf of global preservation
  • Create a student based population to educate, share, and understand sustainability
  • Bring about behavioral changes that will stimulate sustainability into communities in the real world.


  • Inspire young peoples imaginations and creativity to address the need for a more stable and sustainable planet.
  • Educate young people about climate change, global warming crisis and sustainable living practices
  • Empower and mobilize young people to act as catalyst to effect positive change in their communities.


  • Galvanize themselves to be the tip of the spear of a “citizen green” campaign
  • Change behavior of peers and adults to “go green” in their daily lives
  • Inspire and foster social entrepreneurship on a broad demographic scale


Catalina Gutierrez

Catalina is co-founder and manages the communications and marketing of the Foundation. The Foundation was created to inspire, educate, and empower young people to adopt intrinsically sustainable lifestyle activities, choices, and habits. With over 7 years of empirical research, combining social and mobile technology, lifestyle and behavior science research in the areas of health, fitness, and social impact, she and her twin brother co-designed an innovative mobile technology platform for Millenials to track, monitor, and manage their physical and social activity to improve their sense of well-being and affect the well-being of friends, family, and peers. The objective of the habit-forming mobile platform is to create and grow an innovative, inclusive approach that aligns with our globally interconnected demographic. Catalina is currently a student at the University of Southern California at the Annenberg School of Communication and Journalism.

Trevor Gutierrez

Trevor is co-founder and manages mobile application User Interface and User Experience design research to increase engagement with the Foundation’s products and services, and ultimately help Millennials create healthful fitness and social lifestyle choices.  Over the past 7 years, Trevor and his twin sister have implemented innovative technologies to engage over 30K young people to adopt intrinsically sustainable lifestyle activities and further their empirical research across mobile and social technologies to better understand how to create social and behavior change in the areas of health and fitness.  Trevor is currently in his second year at the University of Southern California studying communications at the Annenberg School of Communication and Journalism.

Martin Gutierrez

Martín has held senior management positions with global companies in the communications and mobile industry for over 25 years.  He has a wealth of experience in market research, market development strategy, mergers & acquisitions in mobile network infrastructure, and application development combining social and mobile technologies, lifestyle, behavior science, and persuasive design. He has a successful track record in setting strategy, building market offerings, and executing global go-to-market programs.  He has extensive experience in strategic investments, partnerships, and collaborations with AT&T, Ericsson, Nokia, IBM, Oracle, Microsoft, and wireless service providers in Europe, and Latin America.  Martín’s passion is empowering and enriching lives with technology. He enjoys enabling companies to deliver new experiences to market, solve business challenges and find new growth.

Margaret Takei-Gutierrez

Margaret has held various executive level positions in operations management in advertising, real estate and non-profit organizations. Margaret launched her career in San Francisco with J Walter Thompson, which is one of the most famous names in advertising history. It was arguably the first worldwide advertising agency, although it now prefers the term global brand communications. Margaret moved on to TRI Realtors where she reported to the CEO and Chairman. Margaret is currently working with Susie Tompkins Buell and Mark Buell, philanthropists and political activists in San Francisco. Margaret is a working mom. Her children, Trevor & Catalina, inspired the creation of the Go Green Foundation. Aside from her responsibilities with Susie Tompkins Buell and Mark Buell and the Go Green Foundation, Margaret also enjoys the outdoors, camping, biking, hiking, running, and tennis.

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