Giving a gift card is often a good alternative to avoid making a mistake when giving a present to a loved one. And today, more and more people care about where what they consume comes from. This is why since 2019,thi’Kdoa non-profit cooperative company, offers a card valid only in stores linked to the “green” economy.
As Christmas approaches, 20 minutes spoke with Séverin Pratsco-founder president of the brand.
How was éthi’Kdo born?
Ethi’Kdo was created in 2019 after a simple observation: the gift card market is worth approximately 4 billion euros per year in France, an amount directed towards major brands. But almost nothing was going towards social and solidarity economy structures or towards responsible consumption in the broad sense (made in FranceFair trade, zero waste approach…).
So I told myself that by uniting around a cooperative, we would be able to create our own gift card.
What differentiates one ethi’Kdo card from another?
We looked at what gift cards from major classic brands were offering. It’s about fashion, toys, games, high-tech or cosmetics. And in an ecological approach, we have decided to offer all these universes with players who respond to the social and environmental challenges of their sector. For example, you can buy a smartphone, but it will be reconditioned in France. Same thing for a pair of shoes, they will be produced with environmentally friendly materials, at a local retailer.
Small special feature: the éthi’Kdo card can be converted into donations to general interest associations or eco-friendly gestures. The person will be able to participate in a workshop to learn how to do it yourself or to implement eco-responsible habits in their daily life. There is also the possibility of treating yourself to a nature weekend in sustainable accommodation.
Who are the people who opt for this gift card?
Since 2019, more than 100,000 cards have been distributed to professionals and individuals. Often on the occasion of birthdays, holidays or going away drinks.
We meet all types of profiles: the grandmother who buys a card for her grandchildren, a last minute gift, a loved one who is sensitive to environmental issues. They tell themselves that it will definitely be fun. Sometimes, it’s the opposite: people who are already aware of it will offer this card to others who are less interested in it. The amounts vary from 20 to 250 euros depending on the buyers.
Where can it be used?
Today, there are around 1,500 partner brands and retailers. Many local physical stores, which also follow an approach of respecting the environment, are in demand: ethical fashion concept stores, resource centers, thrift stores, zero-waste organic stores, etc.