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The mission conscious of the Viennese startup describes itself as “Netflix for the environment.” Karim Abdel-Baky and Christoph Rebernig have been working on solutions to climate change for six years. After more than a year of research and development, the startup has published the platform my.mindfulmission.earth, which is also intended to help individuals achieve climate neutrality.
Now also b2c
“So far we have been very active in the b2b sector,” explains Abdel-Baky, “and we were able to help customers reduce their CO2 emissions. When many individuals approached us and wanted to be climate neutral with our help, we created the platform. “
It was released in late July. Since then 200 private users have been acquired, adding to the previous 40 business clients such as BNP Paribas, Mitsubishi, reBuy, Alpbach European Forum or all I need.
conscious mission: “CO2 emissions more than 13 times higher”
“The CO2 emissions of a person living in Germany are on average more than 13 times higher to avoid the climate crisis. We have found that it will not work without CO2 offset. Of course, we have to reduce our emissions, but even if you follow a vegan diet, never fly or drive, emissions are still four times higher. We therefore need both: active reduction and compensation for unavoidable emissions to reduce our own CO2 footprint, ”explains Abdel-Baky.
Carbon footprint calculation
The startup’s software was designed in such a way that it notices how the customer’s CO2 distribution behaves. The CO2 footprint is calculated with the help of 30 scientifically based questions about personal lifestyle.
Support projects with a subscription model
Then personal emissions are offset by a climate subscription. With the monthly contribution of seven euros or more, a combination of three “United Nations certified” climate protection projects is supported. These include projects to protect the Amazon in Peru, to promote wind power instead of coal in India, and clean water in Bangladesh.
“Users receive individual advice from us, whose action can reduce CO2 emissions by five percent. That may have something to do with mobility, consumption and nutrition, “continues Abdel-Baky, but emphasizes that the conscious mission is not about general recommendations:” We do not give general advice such as’ fly less’ or ‘do not eat meat ‘But it’s really about each individual individually. “
From the archive: live interview among others
with United States Ambassador Trevor Traina and Karim Abdel-Baky (from 17:40 min.)
Mission Conscious works with a combination of avoiding and offsetting personal CO2 emissions – with offsetting, you gain access to a personal profile where you can find an analysis of your footprint, recommendations for reduction, and changes made through offsetting. The startup motivates its users to continually reduce personal CO2 emissions with the individual recommendations Abdel-Baky mentioned above.
Two-pronged approach
Mindful mission is currently working to improve the UX and further develop the product. “We are also working on a version of the application because we have noticed that our users are requesting it,” says Abdel-Baky: “It will have various features, such as gamification elements, and should be released early next year.”
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