How Can Brands Incentivise Eco-Conscious Driving?
Lowering the carbon footprint remains top-of-mind for the automotive industry (as explored in our Automotive Update). We’re seeing this concern extend to the driver’s seat, where new algorithm-based technologies are making eco-routes more accessible and offering benefits to eco-conscious motorists.
- Sustainable Pathways: In March, Google announced that its Maps application will provide consumers with the option to take the most eco-friendly route when driving. By analysing traffic congestion and road incline data, the search engine will highlight journeys that will produce fewer emissions and therefore have a lower carbon footprint.
- Aligning with Google’s commitment to helping users reduce their carbon footprint, Maps will default to the lowest-carbon-impact route if it has the same arrival time as the most time-efficient journey. If it takes longer, users can choose to opt out. The new feature launches in the US later this year, with a global expansion to follow.
- For more ways tech brands are streamlining sustainable behaviours, see Enter EthiTech.
- Cryptocurrency’s Eco Opportunity: New Amsterdam-based automotive group Stellantis announced an initiative in March to encourage new Fiat 500 drivers to drive more efficiently. For each car journey, consumers will earn an eco-score depending on their habits; the more sustainably they drive, the higher the score. This score translates into a cryptocurrency called KiriCoins, created in collaboration with UK sustainable behaviours start-up Kiri Technologies.
- Each KiriCoin is worth approximately two European cents; with a mileage of 10,000km per year, users can earn approximately €150 ($176). KiriCoins can be used to buy products and services on the Kiri marketplace. Drivers with the highest scores will receive extra offers from Amazon, Apple, Netflix and Spotify.