We are thinking beyond Facebook’s operations and exploring how our products and platforms can accelerate climate action and sustainability. Through strategic partnerships with sustainability industry experts and NGOs, we identify emerging trends and new opportunities for our products.
Since 2019, we have accelerated our work to create and expand sustainability solutions that drive climate action through our core products and services. We leverage capabilities and data across our platforms to create different solutions that will not only increase our understanding of climate change but will also enable our users, partners, and industry leaders to better drive climate action.
Increasing Climate Understanding through Innovation
Over the years, access to credible climate science information has continued to be a major challenge, inhibiting broader awareness around the urgency of climate change. That is why in September 2020, we launched the Climate Science Information Center (CSIC) as a hub to provide authoritative information from the world’s leading climate science sources. Following the launch, we continued to add new features to the tool, which is now available in 16 countries, including a new section with facts debunking common climate myths and information labels on some posts directing people to the Center. More than 3 million people globally follow the platform, with an average of 100,000 visitors every day.
To better understand public views on climate change, our Data for Good team worked with the Yale Program on Climate Change Communication to launch a Climate Change Opinion Survey in over 30 countries and territories on Facebook. This first-of-its-kind survey gathers regional and global insight into public climate change knowledge, attitudes, policy preferences, and behaviors. These findings will be used by external partners in research and advocacy efforts and provide decision-makers an international view of climate change opinion.
Many of our climate solutions are driven by science and data. In April 2020, we launched the Climate Conversation Map, a tool that uses data science research and anonymized, aggregated data to show how climate conversations ebb and flow throughout the world and over time.
For our academic and nonprofit partners, this tool offers key insight into how audiences in different regions are engaging with climate-related news on our platforms and allows our partners to craft programs and messaging that resonate with their audiences. Within five months of launch, we built new state-level and daily datasets for partners. Approximately 70 partners accessed the tool by the end of 2020, and we continue to work closely with select academic partners to improve it.
Connecting Values-Driven People and Businesses
There is a growing trend of people making shopping decisions by intentionally seeking out businesses and products that align with their own values. In 2020, we explored ways to expand our support for businesses focused on sustainability to connect with new consumers on our platforms.
In EMEA, we developed the Sustainable Business Program (SBP) to help businesses better engage with sustainability-minded customers, and to educate and empower consumers to make sustainable choices. Through SBP, we created a network of over 100 businesses across EMEA, advocating and accelerating business contributions to achieving the UN SDGs. As part of our work, the network published new insights and case studies across EMEA in a centralized resource for participating clients, and we also leveraged client feedback to inform the development of new products that connect conscious shoppers to sustainable brands on our platforms.
In partnership with our clients, we also built a Sustainability Ads Testing Program that provides initial evidence showing how values-driven communications can drive business results. For example, one test showed that ads showcasing supply chain traceability led to a 50 percent increase in the number of purchases and a 31 percent decrease in cost per acquisition. Moving forward, we will continue to enable sustainable brands and partners to connect with sustainability-conscious consumers on our platform and help advance values-driven shopping.
Innovating through Hackathons
Our employees are the driving force behind the success of our products and services. To support the passion that many of our employees have for sustainability, we have built a community of Sustainability Hackers, who gather during company hackathons throughout the world to incubate and build new climate product ideas and innovations. In 2020, we generated a total of 23 sustainability-related product ideas from our hackathons, ranging from biodiversity, environmental justice, and circularity.
We take a similar approach to how we identify and support external opportunities to promote innovation beyond our walls. In 2020, we partnered with EIT Climate-KIC, the largest private and public partnership in the EU addressing climate change, to support their Berlin and California Climathons, city-based programs that provide opportunities for cities and citizens to co-create ideas that address shared climate challenges.