This study explores Treedom’s role in advancing technology-led sustainability transitions. By examining Treedom’s innovative approaches to global reforestation and sustainable development, it highlights how technology can foster environmental stewardship and promote sustainable practices. Treedom’s contributions to environmental sustainability through technology-driven reforestation and habitat conservation are analysed, demonstrating how technological innovations can support global efforts in these areas and further sustainable development (Sreenivasan & Suresh, Management Research Review, 47(3), 390–405, 2024). The research investigates sustainability orientation as an emerging factor in evaluating startups, considering performance, communication, and technological managerial practices as sources of market competitiveness (Carle & Rayna, Journal of Management & Organization, 30, 1–17, 2023). It also assesses their capability to preserve natural resources, promote biodiversity, and mitigate climate change impacts. The research questions (RQs) are: This research employs a case study approach, reconstructing the current debate on sustainable startups as discussed by Trautwein (Journal of Cleaner Production, 281, 125330, 2021). An analysis of online, offline, and confidential internal sources has been conducted. The study offers both theoretical and practical implications. Theoretically, it highlights the evolution of literature on the topic and the challenges of promoting sustainability in startups (Di Vaio et al., Journal of Cleaner Production, 378, 134469, 2022). Practically, it identifies developmental elements and obstacles to the growth of sustainability orientation, along with suitable technological solutions to operationalize it (Horne and Fichter, Journal of Cleaner Production, 349, 131163, 2022).