ABOUT

Social change has given more people a reason to care about climate change change but they’re failing to do much about it. Key barriers are around lacking the tools to measure and manage their personal impact. So how do we empower them by giving them the tools, and why could a green bank platform be the answer?

Why a bank? That was the easy part. It allows the ability to collect relevant data from your ‘sticky purchases’, there is a lack of sustainable banking options in the EU and banking is already embedded in everyday life. So then how do we engage customers through the platform?

Our research showed that consumers are more inclined to engage in pro-environmental behaviours when the message or context leverages the following psychological factors: Social influence, Habit formation, Individual self, Feelings and cognition and Tangibility.

The outcome was a digital banking brand with a conscience. As an institution, an individual and a collective we take responsibility for our impact on the planet.

Once we’d agreed the positioning the name Enizen was created from the ideology of an ‘Environmental Citizen’. The identity therefore needed to reflect the individuality of each citizen but reflect the strength of many coming together to make a change. Unique fingerprints were created as a major part of the brand eco-system to work alongside a sincere yet playful tone of voice.

This project looked set to make a huge change to carbon off-setting and more considered purchasing habitats. However, all banks have to be backed by a larger financial entity and the founders were adamant that all partners were not to have any ties with fossil fuel investment. At the time, all high street banks weren’t acting responsibly with $2.7 Trillion poured by the top 35 global banks into fossil fuel financing since Paris Agreement (2016 – 2019). As such it was impossible to get the backing and the project went on hold. We are hopeful that this changes across the world and Enizen can come to life.