In 2018 Doconomy launched a service called DO, a mobile application linked to a payment card, that creates a profile of users consumption-based climate impact. The profile is created by applying an impact value to categorized products and services (using Åland Index). The platform also allows the user to offset their impact through UNFCCC certified projects.

But how could a small Swedish unknown startup be perceived as a leader in climate action and engage potential customers worldwide promoting a commitment to CO2 reduction goals? The challenge was to position Doconomy with limited resources as a disruptive, unique and credible agent for change.

Doconomy aim to change consumer behavior by creating awareness of the impact of daily choices, enable consumers to more conscious decisions and provide credible options to offset their climate impact, delivering on the Doconomy brand promise: Everyday Climate Action

The desired outcome is to be establish as an innovative and tangible solution addressing climate change, resulting in broad awareness, user adoption and productive new partnerships.

Research from our pilot market 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. 65% would switch to a climate smart bank.

We conducted workshops with WWF, H&M, Ålandsbanken and Stockholm School of Economics to identify challenges, cultural frame and audience opportunities.

There’s a definite emotional driver connected to climate change, but there’s a lack of concrete solutions and tangible tools that engage and activate consumers daily.

The creative strategy was to position Doconomy by building engagement in the audience, providing understanding of the climate impact of daily consumption, ultimately bridging the massive interest in contributing to a more sustainable world with their growing frustration over lack of tools and progress.

Tactical steps;

A. reinforcing UN Climate Action and the IPCC-report urgency, demanding 50% cut in CO2 emissions by 2030.

B. collaborating with UN and Mastercard for credibility and reach.

The breakthrough was converting the 2030 CO2 reduction goals to a carbon footprint limit calculation in the DO app. The calculation represents the required monthly limit of CO2 emission per country from consumption divided per capita.

The creative idea was to launch a “premium” credit card without the typical benefits. But the first card with a CO2-emission spending limit; DO Black, a radical new tool against climate change.

Realizing the need for the audience to understand the CO2-limits (50% by 2030) our solution was to develop a dedicated tool enforcing the creative strategy. DO Black posed an enormous challenge in negotiating between UNFCCC and Mastercard. Finding a way for UN to support the launch of a new credit card, the very symbol of commercialism, and on the other hand, have Mastercard endorse a product which can radically reduce transactions by the cardholder.

In April, UN and Mastercard approved and endorsed DO Black, spearheaded by the UNFCC director, Patricia Espinosa. Bringing together two giants representing diametrically different perspectives to endorse a radical tool combating climate change. Proving commitment to finding a solution regardless of what it takes.

The desired outcome was to (1) be establish as an innovative and tangible solution addressing climate change, (2) resulting in broad awareness, (3) user adoption and (4) productive new partnerships.

1. The “DO Black” credit card developed and in production with the 2030 CO2-limit per capita calculated.

2. Awareness in only a few months has led to an earned media reach of +20.000.000 and keynotes at leading sustainability and fintech summits around the world.

3. All of our initial targets have been exceeded, with 4 000 user registrations in Sweden alone

4. Over 40 banks worldwide are already in contact to discuss white label solutions, and other leading credit card companies have reached out to discuss a potential collaboration and implementation. April 30th, Ms. Espinosa, Executive Secretary UNFCCC delivered a statement in support of Doconomy. Moreover, Master Card has given full support with calling Doconomy “the future of sustainable payments”.

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.