Published 2 years ago.
About a 3 minute read.
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Mastercard, BBVA and Ant Group are among 12 global firms aiming to steer consumers toward behaviors that help support climate action and restore biodiversity around the world.
Some of the world’s leading digital payment platforms, financial institutions, and
consumer goods and services companies have partnered on an initiative that aims
to channel the power of conscious consumer behaviors to enhance biodiversity and
The Every Action Counts (EAC) coalition — launched today by the Green
Digital Finance Alliance (GDFA),
funded by the Finance for Biodiversity (F4B) initiative of the MAVA
Foundation — brings together a global network of
digital, financial, e-commerce, and consumer goods and services companies with
experts in sustainability, and nature and biodiversity conservation. The new
network will share best practices in encouraging individuals to take positive
actions in daily life to create benefits for nature and biodiversity the world
over. With their collective global reach, each coalition member has committed to
pursue locally relevant approaches to driving sustainable consumer behaviors by
advancing people-centric, tech-enabled and innovation-oriented engagement
The coalition aims to scale sustainable behaviors as a norm that is encouraged,
recognized and rewarded, leveraging technology and innovation models.
Examples of this in practice include:
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● Philippines-based app GCash forest, which rewards users who reduce
their carbon footprint by planting trees in partnership with groups such as
● Mastercard is uniting
its global network of businesses and consumers in climate action through the
Priceless Planet Coalition reforestation
initiative. Through partnerships with innovators such as
Doconomy — with which
they’ve co-created the DO
and more recently, the Mastercard Carbon
— to create digital products that provide users insights about the carbon
impact of purchases and enable people to easily contribute to preserving the
● Ant Forest, an initiative on the Alipay platform that encourages
users to adopt low-carbon activities in daily life — such as going to work
by bus instead of by car, and paying utility bills online instead of via
mail. The initiative has enabled the planting of over 220 million trees in
less than five years.
The coalition aims to promote knowledge-sharing to inspire innovative tech
solutions around the world, helping each payment platform and consumer goods
company to focus on the sustainable behaviors most relevant to their audience.
Marianne Haahr, Executive Director of Green Digital Finance Alliance and
spokesperson for the EAC coalition, said: “This new coalition wants to
creatively leverage technology and partnerships to enhance awareness and
catalyze ‘green’ action for 1 billion people by 2025. We want to encourage
consumer behavior that can become a driver of nature conservation and
“We see a future where economic growth can coexist with, and even support,
nature conservation and climate action — which is why we are bringing together
partners who can help champion this vision for our global economy.”
The founding members of the EAC Coalition are:
Ant Group/Alipay (China),
Lazada Group (Singapore),
MTN (South Africa),
SANLAM (South Africa), and
Telenor Microfinance Bank/Easypay (Pakistan).
Experts working with the coalition include Siegmar Otto, a leading
researcher on sustainable consumer behavior and human-computer interaction;
Professor Richard Wood of the Industrial Ecology Programme at
NTNU (Norwegian University of Science and Technology); and environmental
engineer Francesca Verones, also at NTNU.
“A deep shift in behavioral change must happen and we have no doubt that it will
happen,” says Antoni Ballabriga, Global Head of Responsible Business at
BBVA*.* “This exciting moment offers an opportunity to build solutions that help
citizens translate values into behaviors at a massive scale and shape new green
behavioral norms. The companies that will take a proactive role in this moment
of the journey will have a huge impact and will succeed. We look forward to
collaborating in this new effort, focused on environmental integrity and high
Published Jun 28, 2021 8am EDT / 5am PDT / 1pm BST / 2pm CEST