A new partnership to harness the power of green consumer behaviours to enhance biodiversity and climate efforts has been launched by the Green Digital Finance Alliance (GDFA).

The Every Action Counts (EAC) coalition 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.

Examples of this work in practice includes the Philippines-based GCash forest, which rewards app users who reduce their carbon footprint by planting trees in partnership with groups such as WWF. Elsewhere, 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, is encouraging 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 EAC 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.

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.”

Rosa Medea is Life & Soul Magazine’s Chief. She writes about lifestyle including sustainable and green living.