Money is said to make the world go round. But does it also help green the globe?

The global economy is increasingly reliant on natural resources, yet the rate of consumption continues to exceed the speed of regeneration. This unsustainable behaviour is driven by several factors, including population growth, technological advancement, and rising living standards. As a result, there is a growing need to encourage a shift in sustainable behaviour in individuals and businesses.

Shareholders and citizens are increasingly holding to account companies and organisations that claim to practice corporate social responsibility (CSR) yet may deliver little more than lip service.

Imagine if you could make sustainable living interesting and fun, and more importantly, ensure that efforts to go green are truly tangible.

For Alibaba Group’s Ant Financial (renamed as “Ant Group" in 2020), its corporate social responsibility (CSR) project, Ant Forest, is the real deal.

So how did a China fintech company pave the way in gamifying green behaviour?