- Product: Card and app for the conscious consumer
- Purpose: To inspire and educate consumers on how to spend their money more sustainably
- What can we learn? Use your purpose to create value for your customers
Mitto’s product is appealing to new customers because it provides them with informative resources they’d otherwise not have access to. Through directly engaging their customers in understanding their own individual impact (and then providing them with the tools to minimise said impact) Mitto have enlightened their customers to the problem, but most importantly, provided them with the solution. When your purpose creates value for your community, your product will quickly become indispensable.
What's Mitto's story?
Born in Barcelona, Mitto is your very own eco-companion; a bank account with a card that facilitates sustainable and ethical shopping.
Mitto champion the belief that every purchase made by consumers is an individual pledge of support for the way in which it was made. A Mitto card elicits a kind of accountability that stops people in their tracks, and asks them to reflect on their own contribution to the continuation of unethical and unsustainable practices and supply chains.
After having extensively examined the obstacles faced by consumers when it comes to sustainable spending, Mitto identified several common denominators...
- A Lack of alternatives
- High Prices
- An overall lack of awareness of their impact
...all findings that inevitably informed their solution.
Using the Mitto app, linked to your card, consumers can overcome these common challenges:
- When choosing who to spend with, users are presented with a plethora of sustainable alternatives
- Rewards are issued for sustainable and ethical spending, further reinforcing positive spending behaviour
- Consumers are educated on the CO2 impact of each of their purchases.
Oftentimes, our own individual contribution to carbon emissions and it’s damaging impact on the planet can feel distant and intangible, yet Mitto provides consumers with valuable insights on their impact- a kind of resource that’s critical to influencing long term and lasting change in consumer spending behaviour. Mitto’s product engages customers in creating positive social impact themselves, by continuously reminding them of the significance of their own individual impact and how their card can act as a critical tool for driving meaningful change.
Unsurprisingly, Mitto are particularly popular amongst today’s younger generation- the change-makers who, when armed with the right tools and resources, will become an evermore unstoppable force. Though Mitto are still in their early stages, they’re showing all the signs of a product with the capacity to really change the way we think, and ultimately spend.
Perhaps it’s time to wave goodbye to capitalism as we know it, and to embrace innovation like Mitto as a key component within our ‘toolkit for good’.
Evie Ridyard
Content & Marketing Manager
