September 16, 2024
About Green Nudge Founder, Li Seng
Li Seng, founder of Green Nudge, has had a background in public service and social enterprise since 2013. He believes effective public policies require ground-up actions. By leveraging waste as a resource, Li Seng advocates for sustainable change through hard facts and “heart” facts – stories that speak to people’s emotions.
Li Seng, Founder of Green Nudge
Founded in 2018, Green Nudge began with a simple yet profound belief: that lasting environmental change is achieved by building thriving green communities. As a B Corp certified social enterprise based in Singapore, Green Nudge’s mission has always been to empower organisations, communities, and schools to contribute positively to the environment. This mission is brought to life through the design and execution of sustainability-driven initiatives that inspire action and foster a culture of environmental stewardship.
From the start, Green Nudge set out to be different – not just another organisation advocating for sustainability, but one that truly engages people at a deeper, more authentic level. The organisation places a strong emphasis on employee engagement, operating on the principle that real change starts when individuals within an organisation feel personally connected to the cause. Through activities such as clean-ups, workshops, and talks, Green Nudge’s strategy has been to achieve initial buy-in. This engagement is seen as the foundation for deeper involvement and, ultimately, long-term behavioural change.
“I guess our attempt hopefully in the long run is to achieve some level of behavioural change, but at the very start it’s really about trying to get buy-in and the initial willingness to say: Hey, I don’t mind doing something more as an organisation than as an individual.”
Photo: Green Nudge
Green Nudge is Driving Change Locally and Globally
Green Nudge’s journey has been marked by significant milestones. The organisation has supported green initiatives with global names like Coldplay, organised green dating clean-ups for singles, and provided support to migrant workers through the distribution of recycled soap bars collected from hotels. Green Nudge also launched Green Collar, an online green jobs portal aimed at promoting green growth. These initiatives have made tangible impacts, including the collection of 50,000 kg of marine debris and the removal of 60,000 kg of CO2e, while directly engaging more than 26,000 people across over 600 projects.
Expanding its reach beyond Singapore, Green Nudge has also collaborated regionally, sharing its expertise with partners from Laos on solid waste management. Recognising the importance of education in sustaining environmental efforts, Green Nudge’s next goal is to support educators in Singapore and the region. With many teachers now required to include sustainability in their curriculum, Green Nudge aims to equip them with real-world examples and experiences through the creation of modules, training experiences, and engagements.
Photo: Green Nudge
How B Corp Certification Transformed Green Nudge's Mission
A pivotal moment in Green Nudge’s journey was achieving B Corp certification. For the organisation, this was not merely about obtaining a label but about transforming how it views and measures its impact.
"When we embarked on the B Corp certification journey, one of our first steps was to examine how we thought and felt about our impact. I think this approach gave us more clarity on our goals and the impact we want to achieve."
The B Corp certification process not only reinforced Green Nudge's commitment to its mission but also provided clarity on which clients to work with and how to collaborate effectively. By enhancing the organisation’s credibility in a competitive market, the certification has opened doors to more opportunities, enabling Green Nudge to contribute to important conversations and drive greater impact.
"The B Corp certification has provided us with a level of credibility that has been helpful in discussions with our key stakeholders. For larger organisations who value this global certification, it has enabled us to get our voice into these conversations."
Green Nudge’s Vision for a Greener Tomorrow
Looking to the future, Green Nudge aims to support educators in Singapore and the region by developing sustainability-focused curriculum modules, training experiences, and engagements.
Photo: Green Nudge
"We have noticed that many educators are being asked to incorporate sustainability into their curriculum, but many of the teachers do not have experience or real-world examples to share. So next year, we are creating modules, training, and experiential activities for the teachers. This will enable them to come on board and learn a bit more about sustainability in the real world to bring back to their colleagues and students."
By collaborating with educators and organisations, Green Nudge seeks to empower them to better influence their students and colleagues, ultimately amplifying the impact of sustainability education.
Green Nudge’s journey is one of hope and determination. As it continues to inspire others to take small, concrete actions towards sustainability, Green Nudge remains committed to building a future where thriving green communities are the norm, not the exception. For Green Nudge, this is not just about running a business – it’s about driving a movement.
Photo: Green Nudge
A heartfelt thank you to Green Nudge for taking the time to share their inspiring journey with B Lab Singapore. Their commitment to driving sustainability and positive environmental impact serves as a powerful example for businesses everywhere.
Read more about Green Nudge's impact: https://www.greennudge.sg/impact
Green Nudge's B Impact Assessment: https://www.bcorporation.net/en-us/find-a-b-corp/company/green-nudge/
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