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. 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 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.

This to deliver on the Doconomy brand promise: Everyday Climate Action and vision: To future proof life on planet earth.

Since the Paris Agreement there’s a definite emotional driver connected to climate change. Recent development has influenced the social climate as well as political context in Sweden in regard of the climate crisis. Protests are common but few solutions are provided and the political establishment has lost its credibility to act. Greta/#Fridaysforfuture and “Flygskam” some signs of the times

DO Black is a radical new tool against climate change. It’s the first credit card with a CO2-emission limit, stopping you from overspending, not based on available funds but on the impact caused by your consumption.

The creative idea 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 technology blocks transactions exceeding the CO2 limit, disables the credit card and notifies the cardholder. All in all the idea is creating real time awareness, driving change of behaviour and creating new partnerships

Pilot market data identified several opportunities. 98% of Swedes believe to be impacted by climate change, and 78% want to mitigate this on personal level. 70% say habits are an obstacle. We conducted workshops with WWF, H&M, Ålandsbanken and Stockholm School of Economics to identify challenges, cultural frame and audience.There’s a definite emotional driver connected to climate change, but there’s a lack of solutions and tangible tools that engage and activate consumers daily. The approach to position Doconomy was building engagement in the audience, providing understanding of the climate impact of daily consumption, bridging the massive interest in contributing to a more sustainable world with their growing frustration over lack of tools and progress.

Tactics;

• Reinforcing climate action and the IPCC-report urgency, demanding 50% cut in CO2-emissions by 2030.

• Collaborating with UN and Mastercard for credibility and reach.

• Developing DO Black, a tool for everyday climate action.

Implementation in Sweden, pilot market, according to timeline.

2018, March, tech pre-study with Ålandsbanken

2018, June, Tech dev of first platform

2018, September, negotiations with UN

2018, October, launch of Doconomy platform

2019, February, MOU from UN

2019, March, Approval from Mastercard

2019, March, Tech dev IRL CO2 limit

2019, April, Production start with Gemalto

2019, April, Launch of DO Black

2019, October, credit cards in the market

Placement for all communication has been our own channels or earned media reach.

The CO2-limit innovation is scalable and 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. Over 40 banks worldwide and credit card companies have reached out to discuss collaboration.

Long-term SDG contribution to increase awareness, collaboration and a drastic reduction of CO2-emissions from consumption with 50% by 2030.

The CO2-limit innovation is scalable, 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.

Objectives 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”.