The PITCH project illuminates how cultural heritage can engage with the societal impact of carbon cultures. Carbon cultures refer to societies and cultures deeply intertwined with the extraction, production, and consumption of carbon-based fuels, particularly fossil fuels. Although the word “petrocultures” appears in the full project name of PITCH, the project has moved beyond existing scholarly conceptions of petrocultures, which is limited to cultural entanglement with oil and gas, because of Europe’s long history of coal extraction. Understanding carbon cultures is crucial for engaging European citizens and fostering environmentally transformative shifts in behaviours and perspectives. Cultural heritage, whether in the form of objects, sites, or landscapes, can be mobilised directly in imagining alternative sustainable futures. Through collaborative pilot interventions with cultural heritage institutions and a comprehensive Carbon Matters toolkit, PITCH equips heritage practitioners and policymakers to navigate green transitions confidently, ensuring a lasting imprint on Europe’s diverse landscape.