In a bid to promote eco-friendly behaviour across its operations, Sahara Group has launched a new employee-focused sustainability platform, “I’m Green Without Envy (IGWE)”, which leverages gamification to encourage daily environmentally friendly actions.

Unveiled during the Sahara Sustainability Week, IGWE aims to make sustainability an engaging, measurable, and rewarding experience for staff across Sahara’s locations in Africa, Asia, Europe, and the Middle East to earn “Green Credits” for sustainable choices, participate in team challenges and leaderboards, track their environmental impact, and engage in real-world tree planting initiatives.

The Director, Governance and Sustainability at Sahara Group, Ejiro Gray, described the initiative as a transformative tool that aligns individual responsibility with corporate climate action.

“By facilitating, instituting and rewarding simple actions like reducing plastic use or conserving energy, Sahara is inspiring a culture where protecting our planet becomes desirable and achievable through personal responsibility,” she said.

The platform features team challenges, environmental impact tracking, leaderboards, and real-world activities, such as tree planting. Employees can earn points for participating in clean-up campaigns and reducing their carbon footprint.

Gray explained that the platform responds to pressing global environmental concerns, including surging carbon emissions, which reached 36.8 billion metric tonnes in 2023, widespread deforestation, and plastic pollution.

“By merging technology, behavioural science, and community engagement into a single ecosystem, IGWE can drive an environmental paradigm shift, transforming individual actions into collective impact,” she added.

Speaking on the platform’s potential to inspire long-term change, the Head of Corporate Communications at Sahara Group, Bethel Obioma, said that IGWE reframes sustainability from a duty into a game-like experience.