The UAE-based telecom provider, Virgin Mobile Middle East and Africa (MEA) has launched a new app feature that enables its customers to offset the carbon footprint generated from their mobile phone usage.
The dedicated contributions by customers will be matched or topped up by the local operating companies in the UAE, Saudi Arabia, Oman and Kuwait, in line with the mobile company’s ongoing efforts to achieve carbon negativity.
The feature which is now available in the UAE and will soon be rolled out in KSA, Oman and Kuwait, invites customers to offset carbon emissions through a voluntary donation with every purchase through the Virgin Mobile app. The local operating companies will then further contribute and invest the total amount in local offset projects and initiatives.
According to independent research conducted by Virgin Mobile’s operating companies in the region, has revealed that sustainability commitments by companies are increasingly becoming a key consideration in driving purchasing decisions.
Erik Dudman Nielsen Founder & Group CEO Virgin Mobile MEA
“As the leading mobile virtual network operator in the region, we are an integral part of the economies in which we operate. We recently achieved net-zero carbon emissions across all our operations by putting in place an annual emissions reduction program and offsetting what we have not yet been able to reduce. We are now committed to becoming a carbon-negative business to make an impact on the UN Sustainable Development Goals. To do this, we are keen to provide our customers with a platform to join us on this journey.”
In Saudi Arabia, 73 percent of respondents stated they would change their purchasing habits to support companies that focus on sustainable, eco-friendly businesses. 72 percent stated that they are willing to contribute financially to projects that are designed to offset carbon emissions.
“As a digital-first brand, we have built a business where sustainability is deeply rooted in our culture and we are continuously working towards reducing our emissions through creating and implementing sustainable initiatives and processes. This app feature is the next step in our journey, and through it, we are making it easier for the communities in which we operate to contribute towards broader sustainability goals,” Mr. Nielsen added.
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