Doing good to make money
Ant Forest, an application on Alipay.that allows users to convert their walking steps into points
ONE of the stories we often hear about China is how great their e-commerce is. You can buy anything – from watches to dresses and Peking duck to Shanghainese dumplings – all with just a few taps on your phone.
But one trend now gaining prominence in China that is not well known in Malaysia is the use of e-commerce to achieve social good. A good example is Ant Forest, an application on Alipay. Ant Forest allows users to convert their walking steps into points which are then traded for real trees that would be planted in the deserts of Inner Mongolia to combat desertification in northern China.
As an environmentalist who is currently pursuing my studies in university, when I first learned about this application, I was completely enthralled by the idea that the steps I take every day, from my dorm to the library and from the library to the lecture halls, could be converted into real trees.
Since it was launched two years ago, Ant Forest has now planted more than 55 million trees. In comparison, the whole of Hong Kong only has 30 million trees. This means Ant Forest plants around the total number of trees in all of Hong Kong in Inner Mongolia, and this figure is expected to grow as more people join the already formidable 300 million existing Ant Forest users.
Some sceptics may scoff at the concept or question the veracity of the claims that millions of trees have really been planted. To assure users that they have indeed been planted, Ant Forest issues a certificate for every newly-planted tree, which is given a unique identification number. Users are also welcome to visit Inner Mongolia to see their trees anytime.
It is in Alipay’s interest to ensure that the trees are planted as promised. When users are attracted to Ant Forest, they are more likely to use Alipay’s payment platform instead of its competitors. Therefore, by really planting the trees, Alipay would be making a lot more money as it captures more users.
This is the truly wondrous element of the Ant Forest business model. It exemplifies the concept of making money by doing good. In the process, it creates a natural incentive for even more good to be done. And as the icing on the cake, individuals are motivated to walk more every day, making them healthier, livelier and happier.
This editorial originally appeared in The Star Online on 1 February 2019.
