Tailor-made sustainability: everyone can do their part based on their own lifestyle

People are becoming increasingly aware of the social role they play in making concrete contributions to a more sustainable world, starting with every small action taken in their daily lives. This is demonstrated by the growing results of the Greeners community, the behavioural loyalty programme that gets Sorgenia customers involved in daily actions in the name of environmental sustainability: 50,000 square meters of forest have been adopted and 1,000 trees planted in Milan and Rome.

Numerous social sustainability actions have also been taken: over four hundred thousand meals have been donated, more than a thousand school hours guaranteed, and games and school supplies for children in need donated; more than three thousand pharmaceutical kits and medical examinations have been provided for people who are socially disadvantaged, and over five million litres of water donated to families in Syria and Yemen, combined with devices for the conservation of drinking water.

This means that everyone, in their role as consumers and citizens, can contribute to creating positive changes in everyday life: these are small, fundamental steps to achieve big changes. This is the approach underlying Greeners, the loyalty programme that focuses on sustainability, starting from a simple awareness: companies must get partners and customers involved in concrete projects capable of creating a virtuous system for the ecosystem they live in. 

Each journey begins with calculating the person's own carbon footprint: creating a snapshot of their own ecological "weight", based on all the activities that generate CO2. This is the first step towards the awareness that every action can improve their own environmental impact.

This is the basis for a loyalty strategy that becomes tailor-made to help each person improve and simplify their lifestyle through dedicated content and missions, many of which are proposed by the community itself. A key role is played by technology and gamification processes: within Greeners, each person finds their own way to make a difference. 

Getting people engaged in concrete actions and the measurability of these actions: these are the two key elements that characterise the community that today has more than 80% active and proactive users. We are looking at the new face of loyalty processes: the consumer is not a passive spectator collecting points, but is an active part of a value recognition process. Over 50% of the green coins (virtual, sustainable coins users receive when they complete "missions" set in the programme) collected by the Greeners have been used in projects with a high green impact. Users can choose to plant trees to limit CO2 emissions, protect bee hives remotely, convert the value of their last bill into shopping baskets and medicines to be donated, contribute to protecting Italian forests by adopting square meters, or save species at risk of extinction.