Mastercard Flags Wildlife Extinction Via Card Expiry Dates
Critically endangered species, such as the African Forest Elephant, and the Sunda Pangolin decorate the Mastercard Wildlife Impact payment cards, and the cards’ expiration dates mirror the species’ projected extinction dates to raise awareness of our current ecological crisis.
Species extinction is an urgent issue; in the last 50 years, wildlife populations have declined by more than 60%, due to a rapidly changing climate (World Wildlife, 2020). Consumers are calling on brands to do more. Some 80% of global millennials and Gen Z believe that governments and businesses need to make greater efforts to protect the environment (Deloitte, 2020). Yet 49% of 16- to 24-year-old Brits think brands pay lip service – saying “what society wants to hear” on climate change (Global Web Index, 2020).
Mastercard is bucking this trend by backing its Wildlife Impact card campaign with serious habitat investment. In collaboration with Conservation International, Mastercard has committed to supporting the protection and restoration of wildlife habitats in global priority areas, equal to 40 million hectares of landscapes and 4.5 square kilometres of seascapes, by 2030.
The card, which is made from eco-friendly recyclable materials, will be available by the end of 2021. In the meantime, Mastercard Wildlife Impact gift cards will be available online for US consumers from July. For each gift card purchased, $1 will be donated to Conservation International.