Ant Group’s Ant Forest: Harnessing Digital Innovation for Environmental Protection
At the International Union for Conservation of Nature (IUCN) World Conservation Congress 2025 in Abu Dhabi, Eric Jing, Chairman of Ant Group, highlighted how digital platforms can inspire millions to take meaningful climate action. Through initiatives like Ant Forest, Ant Group has demonstrated that engaging users in fun, interactive, and efficient ways can drive environmental awareness and create real-world impact.
The Ant Forest Model: Turning “Points” into Tangible Outcomes
Jing shared the story of Alipay Ant Forest, a groundbreaking green initiative launched in 2016 within the Alipay app. The program empowers users to participate in environmental protection through simple, everyday low-carbon actions such as cycling, using public transportation, or recycling. For each eco-friendly action, users earn virtual “green energy points,” which are then translated into tangible environmental outcomes.
These points fund tree planting, biodiversity conservation, and habitat restoration projects in collaboration with NGOs and environmental organizations. For instance, users can grow virtual trees on their phones, which are later planted as real trees in reforestation areas. They can also redeem points to support wildlife preservation efforts.
As of August 2025, Ant Forest has attracted over 750 million users across China, collectively planting 619 million trees. Beyond environmental benefits, the project has created jobs for local communities involved in planting and maintaining forests, fostering both ecological and economic growth.
An Open Platform: Expanding the Circle of Impact
Ant Forest has evolved into an open platform, inviting partners to leverage “green energy points” to encourage sustainable behaviors among their customers. One standout example is Nike’s “Recycle-A-Shoe” mini program, launched in 2022 within the Alipay app. This initiative allows Chinese consumers to send in worn-out Nike shoes for recycling. Using Nike Grind technology, the collected shoes are repurposed into sustainable sports courts. Participants earn Ant Forest points, which they can use to support tree planting and ecological restoration.
By October 2025, Nike had recycled 430,000 pairs of shoes, contributing to the creation of 50 Nike Grind sports courts across China. This collaboration exemplifies how partnerships can amplify the reach and impact of sustainability initiatives.
Interactive Experiences to Raise Biodiversity Awareness
Ant Forest is also leveraging digital innovation to educate users about biodiversity. In 2021, the initiative launched the Amazing Species project, offering a fun card-collecting experience to raise awareness about rare and endangered species. Users could discover new species on their phones, learning about their habitats and conservation status.
In 2024, Ant Forest partnered with IUCN to release the Red List of Amazing Species at UNFCCC COP 29. By highlighting endangered species from the IUCN Red List within the Ant Forest app, the initiative inspired users to take action to protect these species. Sabrina Peng, Senior Vice President and Chief Sustainability Officer of Ant Group, emphasized during the event that interactive digital experiences are key to engaging the public in biodiversity conservation.
A Model Inspiring Global Action
Ant Forest’s success has earned international acclaim. In 2017, Fortune ranked Ant Financial (now Ant Group) #6 on its “Change the World” list for the initiative’s positive environmental impact. In 2019, Ant Forest received the United Nations’ highest environmental honor—the “UN Champions of the Earth” award—followed by the “UN Global Climate Action Award” for its innovative use of digital technology to scale up climate action.
The Ant Forest model has inspired similar initiatives worldwide. In 2019, GCash, the Philippines’ leading mobile wallet, launched GForest, enabling users to contribute to local reforestation through low-carbon lifestyle choices. At the World Conservation Congress 2025, DANA and Ant International, in partnership with Konservasi International, unveiled the Ocean Buddy initiative. This interactive mini program aims to raise awareness and drive long-term participation in marine conservation among DANA’s 200 million users in Indonesia. Specifically targeting the protection of whale sharks along the southern coast of Java, Ocean Buddy uses gamification incentives and vibrant visual designs to engage users and foster sustained involvement in conservation efforts.
A Vision for the Future: Tech for Good, Tech for Nature
Eric Jing concluded his remarks at the event by emphasizing Ant Group’s commitment to leveraging technology for environmental good. “With global partners, may our small acts turn into a green future. Tech for good, tech for nature—this is our promise for the future,” he said.
Ant Forest’s journey demonstrates the transformative power of digital innovation in driving environmental protection. By combining gamification, user engagement, and partnerships, Ant Group has created a scalable model that inspires individuals and organizations to take collective action against climate change. As initiatives like Ant Forest continue to expand globally, they offer a blueprint for how technology can be harnessed to build a more sustainable and resilient planet.
Through its creative approach to environmental stewardship, Ant Group is proving that even small actions—when multiplied by millions—can lead to significant, positive change. The success of Ant Forest underscores the importance of collaboration, innovation, and shared responsibility in addressing the pressing environmental challenges of our time. As the world looks toward a greener future, Ant Group’s initiatives serve as a beacon of hope, showcasing how digital platforms can unite humanity in the fight for a healthier planet.
About Ant Group
Ant Group is a global digital technology provider and the operator of Alipay, a leading internet services platform in China, connecting over one billion users to more than 10,000 types of consumer services from partners. Through innovative products and solutions powered by AI, blockchain and other technologies, Ant Group supports partners across industries to thrive through digital transformation in an ecosystem for inclusive and sustainable development. For more information, visit www.antgroup.com.
