well. Lets take as an example Poseidon Foundation, a non-profit organisation that is committed to offset carbon emissions and to achieve so one tool they use is Stellar blockchain. They have their own token called OCEAN that enable users to access platform and also buy carbon credits.
You can see how it wouldn't make much sense to just buy and sell coin right away, as this is a project that has a clear goal and can have huge impact globally as climate change is getting worse everyday.
as Poseidon Foundation, am sure there are many other like this in different fields, how do you make investors understand that?
here a link to Poseidon Foundation website if you need more info
https://poseidon.eco