Founder Matt Harney launched the initiative in 2016 with the goal of championing positive environmental practices. Today, the organization operates through three distinct pillars: the Business Sustainability Awards, the Environmental Journalism Awards, and the Environmental Research Grants. The model creates a self-sustaining cycle where application fees from corporate entities directly fund academic research and journalism. The Business Sustainability Awards have recognized global giants like Cisco, Microsoft, and General Motors, alongside emerging leaders, using a rigorous analytical process that blends CDP A-List data with S&P Global ESG scores to identify the world’s most impactful companies.

Beyond formal recognition, the organization has leveraged its network to drive direct environmental accountability. Through campaigns like the "UpTheCup" initiative—which garnered over 70,000 signatures to address Starbucks' waste—and advocacy for sustainable restaurant listings on Yelp, SEAL Awards has moved beyond the role of a passive observer. This work has provided hands-on experience for over 100 interns, shaping the next generation of sustainability professionals. As Harney looks toward the next decade, the focus is shifting from simply honoring progress to establishing regenerative business practices as the new standard.