MTN Group has joined a new global partnership to harness the power of green consumer behaviours to enhance biodiversity and climate efforts. The ‘Every Action Counts’ (EAC) coalition is launched today by the Green Digital Finance Alliance (GDFA), funded by the Finance for Biodiversity (F4B) initiative of the MAVA Foundation.
The EAC 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 planet-friendly outcomes.
Each coalition member will endeavour to pursue locally relevant approaches to driving sustainable consumer behaviours by advancing people-centric, tech-enabled and innovation-oriented engagement models.
The coalition holds the potential to scale green action as a norm which is encouraged, recognised and rewarded leveraging technology and innovation models.
Examples of this work in practice include:
Philippines-based GCash forest, which rewards app users who reduce their carbon footprint by planting trees in partnership with groups such as WWF.
Mastercard is uniting its global network of businesses and consumers in climate action through the Priceless Planet Coalition reforestation initiative. The company is also collaborating with partners to create innovative digital products that provide insights about the carbon impact of purchases and enable people to easily contribute to preserving the environment.
Ant Forest, a green 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 offline. 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 green tech solutions around the world, helping each payment platform and consumer goods company to focus on the green behaviours most relevant to their audience.
Nompilo Morafo, Group Executive: Corporate Affairs and Sustainability, at launch partner MTN said: “As MTN works to drive greater digital and financial inclusion, we recognise the importance of reducing our impact on the environment and balancing this to ensure more people are connected daily. We take a conservative approach to the use of energy, plastic, water and other resources through demand reduction, refurbishment, recycling and upcycling. For us, Every Action Counts enable us to offer our customers access to opportunities towards greener lifestyles and green job opportunities which can unlock the green economy across our markets.”
Marianne Haahr, spokesperson for the ‘Every Action Counts’ coalition and Executive Director of Green Digital Finance Alliance, said: “This new coalition wants to creatively leverage technology and partnerships to enhance green awareness and catalyse green action for 1 billion people by 2025. We want to encourage consumer behaviour that can become a driver of nature conservation and regeneration.
“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.”
Inger Andersen, Executive Director of UN Environment Programme, a supporter of ‘Every Action Counts’ said: “Nature provides the air we breathe, the water we drink, the food we eat, but we have not been so kind in return. I welcome this coalition aiming to empower 1 billion people to become part of creating a world where everyday actions and choices combat climate change and end biodiversity loss. As we embark on the UN Decade on Ecosystem Restoration, putting people at the centre of the green transition is key.”
Launch partners are: Ant Group (China), BBVA (Spain), BigPay (Malaysia), DANA (Indonesia), FNZ (UK), GCash (Philippines), Lazada Group (Singapore), Mastercard (US), MTN Group (South Africa), Paytm (India), SANLAM (South Africa), and Telenor Microfinance Bank (Pakistan).
Experts working with the coalition include Siegmar Otto, a leading researcher on sustainable consumer behaviour 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.