Abstract
Ant Forest, a mobile app developed by the monolithic Alibaba Group, is greening individuals' daily activities and transforming human capacity to reverse global environmental degradation. Over 500 million e-trees are being cultivated every day in China using Ant Forest, and over 122 million real trees have been planted over more than 112000ha of degraded land. Ant Forest showcases how internet technology innovation combined with digital financing and philanthropy is contributing to solving environmental issues while attracting and retaining customer loyalty. This powerful business model has the potential to spread to all manner of environmental outcomes.
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