June 21st, 2023, Lesley Simeon
Swedish payments network Klarna has launched a top-up donations feature that allows customers to add a $1 donation to purchases made using Klarna’s buy now, pay later tool. Donations made via this feature will be directed to WRLD Foundation in support of its work around climate, people and biodiversity. The feature is currently only available in the US. The payment company has expanded its previously introduced CO₂ emissions tracker for customers to access the impact of products from home and garden, and jewelry/accessories categories as well.
We look at what Klarna’s current customers in the US feel about environment and climate-friendly initiatives.
According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioural consumer metrics - 40% of Klarna’s customers and 42% of the general US population say they try to buy only from companies who are socially and environmentally responsible.
Most of the brand’s customers (64%) agree that climate change is the biggest threat to civilization. By comparison, 58% of the general US population agrees.
Nearly half (49%) of Klarna’s customers say they consider themselves an environmentalist - so does 43% of the general population.
The general US population (35%) is more likely than the payments company’s customers (30%) to agree with the statement that they “don’t care what [their] carbon footprint is.”
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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.
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