F4B, working with the Green Digital Finance Alliance is working to develop innovations which utilize the potential of fintech to influence and enable consumer decision making. 

Total global consumption expenditures amounted to 63 trillion dollars in 2018. Hence, changes in consumption habits could have significant effects on the environmental footprint of citizens. Shifts in consumer preferences will in turn translate into transition risks] on the balance sheets of investors reducing the return on capital locked into less nature-sensitive sectors.


Different consumer frames are used to design behavioural change strategies. The individual or “stand-alone” consumer frame figures most prominently in NGO campaigns and in environmental policies that promote behavioural change. It is based on the assumption that informed people make the right choices, however, this is not supported by evidence. The “connected consumer” frame is used by the consumer movement and assumes that green consumption choices are motivated by a desire to express one’s public responsibility and thereby connect identity to a larger societal cause. However, everyday consumption decisions are not the result of conscious processing, but products of routines and habits. In addition, social norms have a fundamental impact on consumption choices.

Mobile payment platforms offer the potential to rethink behavioural change design through the use of persuasive technologies, which offer to draw on multiple frames simultaneously and to add a layer of new incentives, as well as offering individualised real-time feedback on specific consumption behaviours.


This project sets out to catalyze a shift in how mobile payment platforms leverage their data to empower citizens to be part of building nature-sensitive markets. The approach is to catalyse market action through building a coalition of mobile payment platforms that, through peer dialogue and clear commitments, will be incentivised to become frontrunners in putting their data to work for nature. 

After an initial mapping and scoping phase, which produced the report “Fintech for Biodiversity – a global landscape”, in 2021 this project is moving into a 12 month phase of developing and  scaling  the proof of concept validated through experimentation, as well as development of a standard for AI-supervised biodiversity accounting on consumer or supplier behaviours. 

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