Shenzhen GoalBlue Low Carbon Development Promoting Center

Shenzhen GoalBlue Low Carbon Development Promoting Center (GoalBlue) works to influence consumer behavior to promote sustainable, low-carbon consumption. Relying on staff expertise in media and marketing, GoalBlue campaigns target the rising Gen Z population whose purchasing power and technological savvy will shape shopping, shipping, use, and waste habits that determine the success of China’s climate ambitions.

GoalBlue uses a wide range of channels to conduct its campaigns, including celebrities and bloggers, mainstream media, and offline activities. Its campaigns collaborate with social media influencers and brands to highlight and promote sustainable agriculture, fisheries, and lifestyles. Through this project, urban consumers will have the opportunity to interact with farmers and sustainability experts online. By teaching the public about where their food comes from and how to reduce their carbon footprint, GoalBlue hopes to facilitate the growth of a sustainable food sector and introduce the public to products and practices that are healthy for consumers, the environment, and climate.