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Chatting with Ecologi!


Published May 10th, 2022

We love our environmental partners and are so excited to feature our latest kind of wild friend – Ecologi – in our Spring Journal! We recently had a chance to sit down with Linda Adams, Head of Partnerships at Ecologi to talk about some of the really great things they are doing. The conversation goes into several different topics from how they started to very specific detail on their mission. Check out the conversation below and to learn more about Ecologi, as well as the Kind of Wild forest, click here.

Kind of Wild: How did Ecologi start and what are the main objectives?

Linda Adams: Ecologi was founded by a group of environmentalists in Bristol, UK, who were frustrated that many of us were unable to contribute significantly enough to the issue of climate change. In early 2019, our CEO Elliot Coad was on his morning commute to work. He was buying a coffee just as he had done many times before, and asked himself: How much climate action could I fund with the money spent on a coffee?

The answer led to a revelation – that the pocket change that billions of us have would not only be a significant upgrade to our own personal climate contributions, but could also one day account for reducing up to half of the world’s annual emissions.

You can read more about our story here.

Kind of Wild: What are the short term and long term goals of Ecologi as it relates to your contribution to climate solutions?

Linda Adams: Short term: Grow 400% YoY. Long term: Our mission is to reduce 50% of global emissions by 2040 and responsibly plant millions of trees every year. 

Kind of Wild: Where do you plant your trees and why do you pick these areas of the world?

Linda Adams: We know that planting trees is an excellent way to restore the planet. But, when applying tree-planting as a climate solution, organisations have to take steps to ensure that the work is being done properly. We want the trees that Ecologi has funded for planting through our platform to be the most well-loved trees that ever did grow – and that means reforesting responsibly.

For Ecologi, this means planting ecologically appropriate trees in the right places, coordinating with local communities, and ensuring that trees are protected from outside threats (both natural and manmade) so that they can survive and thrive, and help to support biodiversity and carbon sequestration. We work with a variety of tree-planting partners, which you can read more on here.

One of our main reforestation partners is Eden Reforestation Projects (Eden), who we’ve been working with since the very early days of Ecologi. We’re proud to be an Ecosystem Partner of Eden, and we’ve supported several of their reforestation projects over the last couple of years. To date, they have planted and protected over 830 million trees across 249 project sites!

Eden has project sites in 10 different countries around the world, and so far, Ecologi has supported projects in Kenya, Madagascar, Mozambique, and Nicaragua. Across these sites, almost 600 people have been employed by Eden, giving them and their families a much-needed consistent source of income with which to improve their lives. 

Kind of Wild: One of the really cool things about Ecologi is the partner dashboard. How has technology supported your mission thus far with features like this?

Linda Adams: Yes definitely, gamification of the platform has been key to us, and has really been what sets us aside from our competitors.

The Ecologi gamification approach

Ecologi attracts and engages people. And when it comes to taking climate action, we strive to make sustainability fun and easy for our community. Our product uses these successful gaming techniques that engage our audience and achieve as much climate impact as possible! 

  • Creating a dynamic profile –  Every Ecologi user gets their own dynamic profile. They can watch their virtual forest grow and see the climate impact they are making, giving users the motivation to keep coming back. Users see their impact grow over time and increase their climate action contribution. 
  • A dedicated goals section – This part of your profile lets you set climate lifestyle goals. These include not supporting fast fashion, eating a vegan diet or even line-drying your clothes. By making these visible on your profile, and being able to tick them off when you’ve achieved them, we hope to motivate users to make more climate-friendly choices.
  • Leaderboards – Individual users, businesses and Sparkly Tree referrals all get their own leaderboards. Healthy competition between peers is good. Plus – it motivates people to achieve as much climate action as possible in their quest to beat others. For example, you strive to plant more trees and reach the top of the leaderboard. Just ask the Ecologi team about healthy competition… 
  • Planting Sparkly Trees – 18% of our Ecologi account subscribers have been referred by another user. Refer a new subscriber and Ecologi Sparkly Trees appear on your profile as a tile with flashing sparkles. This small gesture is mighty effective and encourages users to get their friends and family to sign up, and ultimately increase a positive climate impact.
  • Badges to show off your progress – Earn badges for the amount of time you’re Climate Positive. We award badges for the number of trees funded, the number of sparkly trees you acquire, the tonnes of carbon you offset, and for reaching top positions on the leaderboard. These motivate our users to engage in even more positive climate impacting activities to achieve these awards. Who doesn’t love a badge and well-earned recognition?

Kind of Wild: Other than your reforestation and tree planting programs, what other environmental action is Ecologi involved in?

Linda Adams: At Ecologi, we also support carbon reduction projects, our team selects two projects a month for our community to support – you can read more about our projects here.

We’re also always looking for new ways to support climate action, and so later in 2022 we’re aiming to support a wider range of climate solutions for funding through our platform.

Kind of Wild: What else should our readers know about your organization?

Linda Adams: We have recently been certified a B Corp!  What is B Corp? B Corporations are businesses like Ecologi. Despite making a profit to further drive our mission, we commit to having a positive impact on society and the environment. Applying for Certified B Corp status is a rigorous process, where our social and environmental performance is measured and judged. We passed with flying colours!