Retail
4 minutes
Payments with purpose
Worldpay and ekko are helping UK merchants turn consumer values into a competitive edge.
Key points
- Sustainability is reshaping consumer spending decisions: 73% of shoppers expect brand ethics to influence their purchasing choices, and 64% of consumers globally say they worry about climate change.
- Consumer intent is backed by financial commitment: Research indicates 69% of people worldwide would be willing to contribute 1% of their income to sustainability efforts – creating a direct commercial opportunity for merchants at the point of payment.
- By integrating carbon‑footprint visibility and charitable giving at checkout, Worldpay, now part of Global Payments, is signalling a proactive strategy to meet rising merchant demand for responsible business practices and sustainable growth.
- This partnership with ekko aligns with Global Payments’ wider ambition to lead the industry in sustainable payments, supported by its corporate commitment to environmental responsibility.
Consumers want to spend with businesses that align with their values. Worldpay and ekko are making it easier for merchants to show them they do – right at the point of payment.
Merchants can show customers the carbon footprint of their purchases and offer the option to add contributions at checkout – transforming everyday transactions into opportunities for positive impact.
What consumers want now
Environmental impact, ethical practices and community contributions are increasingly shaping where consumers spend their money.
73% of shoppers expect brand ethics to play a role in their shopping decisions in the future.
Worldpay’s collaboration with mission-led fintech ekko reflects this new reality.
We’re helping merchants embed environmental and ethical considerations directly into the payment and shopping experience. The goal is to make it easier for merchants to align commercial performance with consumer values.
“Sustainable growth and meaningful social and environmental impact have become core priorities for our merchants in the EMEA,” says Anatole Baboukhian, Executive Lead, Corporate Responsibility and Strategic Advocacy at Worldpay. “This collaboration with ekko provides our merchants with a tangible way to make a difference. This allows them to align with their customers’ values, strengthen brand loyalty and unlock new opportunities at a time when responsible practices are already driving competitive advantage. Together, we’re helping merchants turn sustainability impacts into a catalyst for long-term success.”
The changing consumer landscape
Over the last five years, sustainability has become a major focus for consumers in the region, now weighing heavily, along with price and value, in many purchasing decisions.
Shoppers are increasingly supporting businesses that reflect their own values and demonstrate a broader sense of purpose.
For merchants, this is an opportunity to make a difference as brand trust, reputation and loyalty are now shaped by ethical positioning and transparency along with product or price.
Sustainability concerns are now mainstream
Environmental awareness has become a defining influence on consumer behaviour. Global research from IKEA shows that 64% of consumers worry about climate change, and 45% feel personally affected by its impact.
As sustainability impact becomes part of everyday life, consumers are paying closer attention to the environmental footprint of the brands they engage with. From packaging and supply chains to payments and fulfilment, every touchpoint contributes to how a brand is perceived. Merchants that fail to acknowledge these concerns risk appearing out of step with customers.
Words backed by wallets
Crucially, consumers are willing to back this up with action. Research published by Nature indicates that 69% of the global population would be willing to contribute 1% of their income towards sustainability efforts. This signals some readiness to support initiatives that make a positive difference.
For merchants, this trend could be become a differential. When sustainability initiatives are backed up, visible, credible and – importantly – easy to participate in, consumers are more likely to engage.
Good for the planet. Good for the bottom line.
"Merchants who can show customers they share the same values have a real advantage," says Tom Essenhigh, VP EMEA Sales at Worldpay. "That's what this does. It puts values alignment right at the point of payment, where it's visible and credible. Thinking about this now is a great move to future-proof your business as regulations, competition and scrutiny of company values continues to increase."
The feel-good factor is real, too. "When a customer sees their footprint and chooses to contribute something at checkout, that moment builds trust, and that in turn drives increased brand loyalty," Essenhigh adds.
Embedding sustainability into payments turns values-led behaviour into a shared experience that benefits both customers and the bottom line. By aligning ethical intent with commercial execution, businesses can meet rising consumer expectations while strengthening trust, loyalty and their long-term performance.
How merchants can take the next step
Right now, the offering with ekko is available in the UK. If you’re a UK merchant ready to make values part of the checkout experience, we’d love to talk. Get in touch.
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