Connecting Good is a platform that creates awareness and facilitates responsible exchanges between consumers and producers. The carbon footprint tracker adds value by providing data on carbon emissions and aims at getting people to lower their emissions from everyday purchases.
University of Otago
Spanning industries from transport to food retail, CoGo provides local businesses with badges for sustainable development. These badges include accomplishments such as carbon neutrality, responsible investment, paying the living wage and organic products. When a consumer joins the app they are welcomed with a range of badge options to consider, which specifically reflect ‘what they value’ in terms of sustainability, before exploring a map showing the location of such companies. These value tokens are the same as the badges of sustainable development that businesses join the app to achieve. From there, consumers can see which companies are achieving the sustainable goals they value. Consumers are presented with a range of new companies who are in close proximity, and with whom they can trade goods and services.
The platform that CoGo brings to the market is one of a kind. The companies signed up to CoGo are highly motivated to perform well in the sustainability area because it means they achieve more badges and as a result, present better to the customer. In a similar sense, this app is perfect for the movement of consumers into the green space. By signing up, you can instantly learn about the accessibility of companies, big or small, within your surrounding area. Once you purchase from them you can learn about what impacts they are having and suggest areas in which they can improve within the sustainability arena. Too often we see companies lacking in transparency, and consumers left wanting to know what sort of company has provided the product they bought. “Bridging the disconnect” by Mikaila therefore seemed to encapsulate CoGo’s mission nicely.
In more recent developments, CoGo are introducing a carbon emission tracker, adding value to their already profitable business model. Partnering with Westpac, the carbon footprint tracker will use open banking technology to match each transaction to a specific industry. It will then use an emission factor for that industry and multiply it by each different transaction to find out your total emissions. At the end of each month you can view your emissions relative to the global recommendations. Emission factors can be reduced for certain businesses within specific industries. For example, Mikaila said; “the app can show me that hey, maybe this month I changed my diet to vegetarian. Here are seven vegetarian restaurants around you. And then [by] the end of the month, you can say oh, I reduced my emissions by x amount.” This hypothetical example demonstrates how the carbon tracker combines information from the app with algorithms to apply a lower emission factor depending on where you eat. The carbon emission tracker supplements CoGo’s mission because it enables consumers to monitor their emissions and allows them to readily identify and pursue the industries that have relatively lower carbon emissions. What is better than knowing you ate environmentally friendly products this week? It’s being able to see the amount of emissions you have offset by eating vegan, and showing friends your contributions.
After learning about the “disconnect between consumers saying they want to purchase green products, and consumers actually purchasing those products” in her University degree, Mikaila wanted to join a business that challenged that disconnect. Not only is CoGo a business, it is a green-technology business, which in Mikaila’s opinion, is the “way of the future.”
The reason why CoGo partnered up with Westpac to initiate a real time carbon footprint tracker was because both companies want to make more of an impact within the realm of sustainability. Westpac, in their own journey, are striving to become New Zealand’s “most sustainable bank”. With the technology and resource capability to implement the tracker, it was obvious that CoGo should partner with Westpac to enable the monitoring of carbon emissions. Through business model innovation and more recently product innovation, CoGo are attempting to address the important and complex issue of overconsumption. With the help of world first-technology, they certainly have the ability to reach their goals.
Platform innovation, first and foremost, creates a network effect for producers and consumers alike. An increase in consumers joining the app drives the demand for sustainable enterprises. Likewise, if more businesses are involved with the app, a greater supply of sustainable enterprises for consumers is generated. It is a business model with potential for exponential growth. The nature of a sharing economy typical of CoGo’s software is it completely eliminates environmental impacts associated with a traditional trading economy, where goods and services are exchanged physically between customers and employees.
Not only is the business enhanced by a platform business model, it strives to achieve real results on the ground. One key task of CoGo is to raise awareness and generate solutions. One barrier to a sustainable lifestyle may be accessibility. What CoGo does is show consumers that there are actually “30 vegan café’s around you”. With this knowledge it creates the opportunity for consumers to align their consumption with values of environmental activism and sustainability. CoGo also aims to dismantle confusion within the sustainability space. In order for people to understand what actions are sustainable, they need to first understand what sustainability is. By building on already well known, certified companies like the Living Wage Aotearoa, rather than creating another certification, CoGo gives assurance that sustainability doesn’t have to be a complicated concept and shows there are organisations out there that are already making a huge difference.
The badges, which represent the value proposition of the software, are there as realistic and achievable targets for companies that put in the effort. With multiple different companies across New Zealand trying to earn their sustainability merits, the impacts quickly start to add up. Some of the more impressive environmental figures include:
- 1,631,013 kilograms of waste diverted from landfill annually.
- 5000 tonnes of carbon dioxide emissions offset every year (a number that is going to drastically increase with the new carbon footprint tracker).
CoGo are a prime believer that measurable impacts for sustainability should include social as well as environmental issues. While the need to account for future generations is there, CoGo maintains the stance that our current generation should have the amount of resources to comfortably get by. That’s why CoGo has focused on the social sector, where some of the more significant social impacts include:
- 1,279,959 dollars donated to help social and environmental charities.
- 134 certified staff as being part of the living wage.
The latest innovation, the carbon footprint tracker, is only going to intensify CoGo’s impact. With the opportunity to explore more green options, consumers will be able to see the real impact their consumption is having and whether this could be improved. CoGo plans to phase in a pro-tracker for businesses as well, meaning that companies will be able to find areas in carbon emissions where they also can develop and improve.
While CoGo’s mission is built upon having a positive social and environmental impact, they are doing so by running a profitable technology based business. As shown in CoGo’s impact, a fraction of profits leave the business as donations, however the remaining gets reinvested into the business, which is already addressing factors beyond just the corporate world. The benefit of a platform model is that it is incredibly easily to upscale and grow the amount of users. As more consumers get on board, more businesses will simultaneously sign up for the paying profile, resulting in higher returns. All that needs to be maintained is the integrity of the software to facilitate exchanges between consumers and producers.
What will also translate into growth for CoGo is improvement in the software. Providing real data on greenhouse gas emissions, the carbon footprint tracker will increase the users of the app and signal to investors that CoGo is successfully undertaking innovations to grow the business. With the pro-tracker soon becoming available for companies as well, the network effect will come into full force. CoGo’s app also has the potential for horizontal growth as well as vertical growth. While CoGo’s operations are currently in Wellington and Auckland, they are still yet to enter into cities such as Christchurch or Tauranga. These other metropolitan centers around New Zealand could significantly benefit from having accessibility to the platform. Likewise, CoGo currently has operations in the UK and plans on entering into the Australian market and eventually the American market. Horizontal expansion won’t be difficult for CoGo because again, they don’t have to pay for physical interactions and a physical premise. All they have to do is make sure the software has the capacity to handle a large amount of transactions as more and more users sign up.
CoGo is a forum that incentivizes local businesses, big or small, to make a difference. Their mission is literally built on the 17 sustainable development goals set out by the United Nations. The process is not discriminatory, CoGo works across 11 different sectors so any business can sign up if they want to move into the sustainability space. CoGo also accompanies for SME’s, because if companies don’t have the cash flow to buy the paying profile, they can receive the freemium profile and still get themselves known. Through the freemium model, businesses can become connected and get the opportunity to collaborate across industries or companies they had not previously considered.
Along with inclusivity, one reason CoGo stands out from the crowd is that although they are a corporate technology company, they are deeply rooted in their mission to transform the sustainability space. There are no residual signs of corporate influence in any part of the business. CoGo, as Mikaila points out, is just “a really great platform to create awareness.” Seeing a company that has such a great understanding about the challenges of sustainable business and sustainable living is encouraging and there is no doubt that CoGo is on the right track as they continue to push the limits with their exciting software.
Sustainability has typically been a hard concept to grasp for many organisations. On top of that, many companies are jumping on the bandwagon, which means people’s understanding of sustainability is becoming blurred. CoGo not only promotes business sustainability through their platform business model, but is also a prime example for companies joining the sustainable movement. While the growth of entrepreneurs and SME’s has been high and becoming even higher with the introduction of platforms like CoGo’s, there’s a need for a role model across industries to express sustainability in a practical and manageable way. With the help of the app people can start small and work their way up.
Mikaila Ceelen, Good Impact Framework Content Manager
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Business Website: https://nz.cogo.co
Year Founded: 2010
Number of Employees: 11 to 50
Connecting Good (CoGo) is a green tech start up application that connects sustainably conscious consumers and businesses. Companies either agree to a paying profile or freemium profile, while consumers can access the app’s services free of charge. CoGo has received a lot of attention from investors recently through new developments to the app. One development that is being introduced in October 2020 is a carbon footprint tracker, which uses emission factors for different industries and multiplies the emission factor based on how much you spend.