It's a Green Day is a service that an environmental NGO provides for companies to increase employee awareness of environmental issues. The service aims to change their daily behaviour in the workplace through environmentally friendly activities. These activities generate donations for the NGO.
Environmental issues are so closely connected to our daily life and I wanted to challenge consumers to change their behaviour to be greener and link that to financial support for environmental NGOs.
Funding is not a simple topic as many actors are involved in. They are connected through different needs with each actor. For the project, companies were chosen for the main target group regarding two main reasons. First, NGOs have changed their target group from end consumers to big downers and companies and second, companies have put more and more value on CSR profile. One interesting find is that even though there are many collaborations or partnerships with NGOs, most of them have nothing to do with a their employees.
It's a Green Day is a mobile based application that sends daily green missions for employees to complete in the workplace. Each time employees complete a mission, money is raised by the company to donated to an environmental NGO Through the service, the environmental NGO can create a wider fundraising market. It's a Green Day is another opportunity for companies to improve their environmental CSR profile. By making all employees act on environmental issues in the workplace, companies can save on administrative costs. Also, through developing the working environment, companies can expect better work performance from happier employees.
Why is the service innovative?
It's a Green Day has two main goals, the first one is how to create a new service package for the environmental NGOs that will lead them to be a preferred CSR partner to companies in order to earn financial support from them. And the other one is how to increase employee awareness of environmental issues and make them act on it in the workplace.
It's a Green Day is a mobile based application that sends daily green missions for employees to complete in the workplace. Each time employees complete a mission, money is raised by the company to donate to an environmental NGO. But It's a Green Day has more meaning than just sending random missions to employees everyday. It is an innovative package to help employees change their behaviour to be more environmentally friendly and eventually it becomes a habit in their daily life and changes their mindset.
Lastly, the It's a Green Day service is giving answers to many problems we have. It is the solution to link environmental NGOs with a companies CSR profile in a more valuable way by engaging their employees together and rather than annoying employees with extra tasks in the work place, make environmental activities more fun and easy to do, so every participant can enjoy the activities in their daily life. At the same time, the service changes users' mind set to be more environmental friendly and aware of environmental issues through those activities in daily life.
How are the users needs considered?
It's a Green Day has two big group of users. The first group is employees who will use this service platform in their daily life. And the second group is an environmental NGO and companies who will create and provide service platform and initiate contents within collaboration to change employees' daily behaviour and generate money for an environmental NGO. Here are important insights from each user groups.
Insights from environmental NGOs - Depending on government's support is risky - Environmental NGOs are not popular to companies for their marketing - The Problems won't go away with just talking - The way NGOs work hasn't changed much from the past
Insights from companies and employees - Many companies are using the environment certification system - They spend a lot of money and time to train their employees with environmental issues - But there are no individual feedback between employees and those system
What can change an employee's mindset and make them act on environmental activities in their workplace voluntarily? There are two big missing points came out from environmental working system companies have, they are personal monitoring system and individual feedback. Even though they have the passion and vision for their sustainable profile, but those channels don't communicate with their employees on an emotional level. And one of the main points of It's a Green Day service is to create values for the environment and environmental NGOs by connecting those sources.
What are the values of the service?
It's a Green Day creates many values for different actors.
NGOs It's a Green Day gives NGOs a wider range of fundraising target groups with more attractive service. By adopting the service, NGOs can have more sustainable funding solutions as well. Since the service creates a profit and it comes back to the NGOs, they can be more financially independent from government support.
Companies It's a Green Day is another opportunity for companies to improve their CSR profile for environment. By making all employees act on environmental issues in the workplace, companies can save on administrative costs. It's a Green Day can increase employee engagement by giving them opportunities to be more active at work.
Employees Employees can create a better work environment through taking missions together. By having green behaviour at work and especially when their green behaviour becomes money for environmental NGOs, employees can have self satisfaction and credit for the profit they create.
Government If environmental NGOs can be more independent by creating financial profits through It's a Green Day, the government can reduce its supporting budget for environmental issues and focus more on other issues.
Environment When more and more companies take the service, more people will act on environmental issues and it will affect and inspire their lives and give them stronger motivation with increased awareness, we can expect a better environment that is built by all of us.