For Earth Day, Ibotta, a digital cash-back app, is bringing attention to how disastrous paper coupons are on the environment. To help offset the environmental effects of paper coupon production, Ibotta has partnered with the environmental nonprofit Trees for the Future. The partnership includes Ibotta sponsoring the planting of one million trees in the next month, along with a real-time “Tree Tracker” on the brand’s website to show progress. Ibotta chose to plant one million trees because that is the number of trees wasted each year creating paper coupons that are never redeemed.
For the campaign, Ibotta is drawing special attention to 20 CPG brands supporting its efforts. Ibotta users who buy products from brands including CLIF, The Honest Company, and RxBar can redeem exclusive cash-back rewards in honor of Earth Day. The cash-back specials can help Ibotta augment the consumer experience, according to a Gartner report, and amplify the campaign’s environmental mission. Many of the participating brands are nature-centric or sustainable already, but the initiative could help further champion their commitment to the cause. As well, 69% of Gen-Z shoppers believe brands should help in supporting social causes, making the campaign ripe to resonate with younger consumers.
Cause-driven campaigns have risen in prominence during the Coronavirus pandemic, and though Ibotta has taken a more nature-focused approach, its willingness to help customers save money during this time could resonate with the brand’s audience in both the present and future.