RBK COMMUNICATION, Stockholm / DOCONOMY / 2019
In 2018 Doconomy launched a service called DO, a mobile banking service linked to a payment card, creating a profile of a user’s consumption-based climate impact relevant all commerce. This profile is created by applying an impact value to categorized products and services (using Åland Index). The platform allows the user to track, measure and offset their impact through a number of United Nations Certified Green Projects, while providing data driven insights to support behavior changes and take climate action through conscious consumption.
The brief was to position Doconomy with limited resources in a crowded fintech environment, as a credible and unique agent for change.
The objectives was to make Doconomy perceived as a helpful solution, resulting in awareness, user adoption and productive partnerships.
There’s a definite, data substantiated, emotional driver connected to climate change, but there’s a lack of concrete solutions and tangible tools that engage and activate consumers.
DO Black is a radical new tool against climate change. It’s the first card with a CO2-emission limit, stopping you from overspending, not based on available funds but on the impact caused by your consumption.
The innovation combines three functions. Adapting the ability to measure the impact of every transaction (Åland Index), the set CO2-emission limit calculated per country/capita, and the payment system integration of CO2-emission limit overriding the accounts financial credit level.
The intention is to make a tangible solution, resulting in awareness, user adoption and productive new partnerships impacting every transaction.
This simple yet tangible idea of a CO2-emmission limit will forever change the payment solution industry. Injecting responsibility at the core of consumption.
The strategy was to gather public data from UNFCCC and Our World in Data (Oxford), for a scalable solution, that created undeniable individual relevance as well as precision compliant with the regulations and restrictions in the financial services industry.
Third party verification of CO2-impact per transaction provided by the Åland Index with leading ESG-data (Thomson Reuters and Sustainalytics) and CO2-emission limit per capita interpreted and verified by leading sustainability consulting expertise.
Strictly individual in real time.
DO Black scales with ease and CO2-limit per country is calculated with public data connected to the global platform of Mastercard.
Over 40 banks from all over the world are already in contact to discuss collaborations/white label solutions, and other credit card companies have reached out to discuss a potential collaboration to implement the idea.
Placement only in earned media and with partners communication.
2018, March, tech pre-study for Doconomy
2018, June, Tech dev of first platform
2018, September, first negotiations with UN
2018, October, communications launch of Doconomy
2019, February, MOU from UN
2019, March, Approval from Mastercard
2019, April, Launch of DO Black
2019, April, Production initiated DO Black
2019, October, DO Black delivered
Long-term outcome is to increase awareness and contribute to drastic reduction of CO2-emissions from consumption with 50% by 2030.
The CO2-limit innovation is a scalable stand-alone application, adaptable to different markets, relevant all credit card and payment solutions. The CO2-limit, although mandatory on DO Black, can be offered as an optional function on existing accounts.
Intention to make Doconomy perceived as a (1) helpful solution, (2) resulting in awareness, (3) user adoption and (4) productive partnerships.
1. “DO Black” is in production with CO2-limit per country/capita calculated.
2. Awareness built with earned media reach of +20.000.000 and keynotes at sustainability/fintech summits worldwide.
3. All initial targets have been exceeded, with 4 000 user registrations in Sweden alone.
4. +40 banks worldwide and credit card companies have reached out to discuss collaboration. Ms. Espinosa, UNFCCC has a publicly endorsed Doconomy and Mastercard has defined Doconomy as “the future of sustainable payments”.