Klarna has launched a new AI tool from sustainability tech platform Clarity AI to help connect consumers with environmentally conscious retailers.

The Buy Now, Pay Later (BNPL) company is to initially feature ways to shop consciously to those shopping for electronics across thousands of brands and 22 countries.

According to research from Klarna, 62 per cent of US shoppers say that sustainability when shopping for electronics is important to them.

A further two thirds said that it is important that the brands they buy actively combat climate change and use recycled or sustainable materials in their products.

When consumers make a purchase in the electronics category, new information on the brand’s environmental efforts will be displayed in the form of brand badges, bringing together brand level sustainability data in one place.

This new info is designed to help shoppers identify brands that are actively addressing climate change.

Clarity AI said that brand badges indicate whether a company has lower greenhouse gas emissions than similar businesses, whether they derive a higher proportion of its energy from renewable sources, have climate change policies and a roadmap to positively impact climate change, and whether or not a company is transparent in its reporting of climate-related information.

“In 2021, Klarna introduced the CO2e emissions tracker, which brought to life one of the largest awareness efforts on carbon footprints ever made," said Salah Said, head of sustainability at Klarna. "Now, we are taking it one step further by providing Klarna’s more than 150 million shoppers with reliable and transparent metrics for electronics brands, helping shoppers to not only understand the impact of their purchases but also to make more environmentally conscious decisions going forward."

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