Financial institutions, including Mastercard, Ant Group, and BBVA have joined a global partnership aimed at encouraging one billion people to take green action.

The Every Action Counts (EAC) coalition has been launched by the Green Digital Alliance (GDFA) and funded by the Finance for Biodiversity (F4B) initiative.

Other companies involved in the initiative include Bigpay, Dana, FNZ, GCash, Lazada Group, MTN Group, Paytm, Rabobank, Sanlam and Telenor Microfinance Bank/Easypaisa.

The EAC has brought 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.

The coalition aims to promote knowledge sharing to help establish innovative green tech solutions around the world, to help each payment platform and consumer goods company to focus on the green behaviours most relevant to their audience.

“A deep shift in behavioural change must happen and we have no doubt that it will happen,” said Antoni Ballabriga, global head of responsible business, BBVA. “This exciting moment offers an opportunity to build solutions that help citizens translate values into behaviours at a massive scale and shape new green behavioural norms.”

Kristina Kloberdanz, chief sustainability officer at Mastercard said: “At Mastercard, we are delighted to join forces with like-minded companies through the ‘Every Action Counts’ coalition. This reinforces our commitment to build an inclusive and sustainable digital economy – where people and the planet can thrive – as we bring innovations and initiatives to market that help people understand the environmental impact of their behaviour.”

In April, Mastercard partnered with Doconomy on a carbon calculator to help inform consumer spending.

“This new coalition wants to creatively leverage technology and partnerships to enhance green awareness and catalyse green action for 1 billion people by 2025,” said Marianne Haahr, spokesperson for the Every Action Counts coalition and executive director of Green Digital Finance Alliance. “We want to encourage consumer behaviour that can become a driver of nature conservation and regeneration.”

Haahr added: “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 members who can help champion this vision for our global economy.“

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