Case study
Kindred & O2: Turning Everyday Shopping Into Climate Action
Earthmark powers “Feel Good Shopping”, bringing transparency and boosting conversions across 8,000+ brands.
Shopping with purpose, made simple
Kindred for Business is a leading tech-for-good platform transforming eCommerce into a driver of social and environmental impact. Through a strategic integration with Earthmark, Kindred launched "Feel Good Shopping" in partnership with Virgin Media O2—a mobile browser extension that makes environmental data visible at the point of purchase.
📈 51% increase in orders from brands rated 3+ on Earthmark
💡 Reaching millions of consumers through My O2
🌍 8,000+ brands scored and surfaced to consumers
Results that matter
The “Feel Good Shopping” feature allows users to browse online as normal. As they do, Earthmark scores are displayed for each brand—revealing clear, comparable environmental performance insights.
When users spend with qualifying brands, they receive money back which they can contribute to environmental initiatives via Ecologi or Hubbub. By using a leaderboard, O2 has also gamified the experience, with users gaining points and badges for shopping with brands that have an Earthmark of 3 or higher. This has led to a clear boost in orders for high-performing brands, with a 51% increase recorded early on in the rollout. The result is a loyalty experience that builds trust, boosts conversions, and channels eCommerce growth into climate action.
“Earthmark is a key part of Kindred’s value proposition, adding an innovative and engaging edge to our product that our users and partners love. Our mission is to transform ecommerce transactions into a force for good—and Earthmark is helping us deliver on that, at scale.”
— Jackie Mills, Partnerships Director, Kindred for Business
Feel Good Shopping in action
Earthmark scores are embedded into the Kindred browser extension experience. Users can see company-level environmental performance as they browse across thousands of brands, enabling more conscious choices without disrupting behaviour.
🌱 Scores visible at point of purchase
🛒 Cashback directed to verified climate initiatives
🤝 Used by 8,000+ brands across the Kindred network
Why this matters
Trust and popularity already shape shopping journeys. Now, environmental performance can too. Earthmark is helping Virgin Media O2 and Kindred place environmental insights directly into everyday consumer decisions—without changing user behaviour.
This is the beginning of a shopping revolution. Informed, values-driven purchasing is no longer just a trend—it’s the future.