Click, scroll, support: Globe launches GoGIVE to turn data use into daily giving

Rather than asking users to go out of their way to do good, Globe invites them to contribute simply by being online. Whether watching videos, scrolling through social feeds, or messaging friends, every gigabyte consumed by prepaid users on the GlobeOne app now translates to something more with the feature called GoGIVE.

"GoGIVE is designed to inspire our customers to create lasting change. By simply doing the things they love online, they will be able to make a difference each day," said Givielle Florida, head of Globe Prepaid, in a release.

The mechanic is simple: mobile data usage generates "hearts," which are automatically directed toward partner causes, from reforestation efforts to educational programmes and women's digital literacy. "This initiative reinforces Globe's dedication to sustainability and aligns with our purpose of uplifting lives through technology," Florida added.

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GoGIVE isn't the only channel through which Globe seeks to redefine value. Its long-running Globe Rewards programme has taken on new depth, allowing users to convert their points into donations to organisations such as the Philippine Animal Welfare Society (PAWS), Hineleban Foundation, the Hapag Movement, and the Philippine General Hospital Medical Foundation.

"We've always believed that rewards should go beyond personal benefit," said Peter Ramirez, head of loyalty programme at Globe. "With just a few points, our customers can uplift lives, support communities, and be part of something bigger than themselves."

In 2024, donations made through Globe Rewards reached 17.8 million pesos (US$319,600) - a figure that underscores the compound power of micro-actions at scale. Where traditional loyalty models revolve around discounts or product perks, Globe's version seeks to reframe the very definition of what's rewarding.

Globe's ecosystem-wide commitment extends to its fintech affiliate, GCash. The app's GForest feature, which allows users to accumulate "green energy" through common transactions such as bill payments or fund transfers, has helped plant over 4 million trees as of 2024.

"GForest makes environmental action something you can do from your phone," said CJ Alegre, head of sustainability at GCash. "It's a powerful way to show that technology and sustainability can go hand-in-hand, and that millions of small actions can lead to real positive change."

The initiative spans over 14,000 hectares and benefits more than 11,000 families - mostly local farmers and fisherfolk - through reforestation and agroforestry programmes.

MARKETING-INTERACTIVE has reached out to Globe for more information.

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