Joro Wants to Make Climate Action Accessible and Investors Funding the Company Are Helping the Startup’s Cause

By Elijah Labby Tuesday, December 22, 2020

We all know our choices impact the welfare of the planet, but it can be difficult to assess what exactly we should do to make the earth a better place when it seems the problems of pollution and climate change are insurmountable.

Joro, a climate action startup, wants to show you things you can do every day to change your impact on the planet step-by-step. The company’s app provides actionable information based on your daily purchases and ways to decrease your carbon impact via more sustainable alternatives, as well as suggest ways to further daily changes one can make.

Investors believed in the idea — the startup recently raised $2.5 million in seed funding led by Sequoia Capital and contributed to by several angel investors, including Expa, James Park, the co-founder of Fitbit, and Rich Pierson, the co-founder of Headspace.

“We have conviction that Joro can build a great product and a great business,” Expa founder Garrett Camp said in a statement. “The world will be a better place because of what Joro will bring to market.”

Beyond finances, the company has also been successful in achieving results. According to TechCrunch, Joro and its users have managed to reduce nearly 6 million kilograms of carbon dioxide emissions in 2020 — an impressive contribution for the startup, which has only been up and running for less than two years.

For Sanchali Pal, who founded Joro, the app is aimed not at changing the world all at once, but rather by teaching users that small steps can have big impacts down the line.

“Systems are made of people. Like us,” Pal wrote in a company blog. “Companies and governments change when enough people demand it through their actions and behaviors. No, we’re not a silver bullet — we need policymakers and businesses to take sweeping action. But we’re not powerless either. Together we can accelerate the pace of change by demonstrating our demand for a cleaner society.”

Joro’s Position in the Global App Market

While Joro is still a relatively small app, its rise could not have come at a better time. The market for mobile applications is consistently rising, and the proliferation of smartphones worldwide means Joro will not have a lack of eligible customers any time soon.

The global app market is expected to rise to $278 billion by 2026, according to market research firm Reportlinker. Annually, this growth factors out to about 9% — a modest but steady growth for a market that has shown remarkable resilience since its growth over a decade ago.

ReportLinker attributes a large deal of this growth to the steady increase in mobile phone usage in developing economies like China, India, and Brazil. There, individuals are beginning to use one or more devices, mobile plans are becoming more inexpensive, and the mobile app market is accelerating rapidly because of it.

Corporate and Governmental Climate Initiatives Across the Globe

Another factor helping Joro is the popularity of climate initiatives across countries from both corporations and governments. The United States government, as well as other foreign nations, are all making or considering pledges to expedite the development of environmentally-friendly transportation solutions and other forms of legislation, and companies as large as Amazon are taking big steps to incorporate climate-friendly practices into daily life.

For example, Amazon has rolled out a fleet of electric vans to help deliver goods to customers’ homes and pledged to reach carbon neutrality — when a person or company’s pro-environmental actions effectively cancel out its carbon-heavy activities — by 2040.

“Over time, both our carbon intensity and our absolute carbon footprint will drop as we continue to make progress toward net zero carbon,” the company wrote in a blog post. “With the launch of the Amazon Climate Pledge Fund, we look forward to making additional major investments in the coming years that will result in long-term payoffs.”

What this translates to is a higher consumer awareness of climate initiatives and, hopefully, an increased desire to act on that awareness. If in fact they do, Joro will be there to guide their steps.

About the Author


Headshot for author Elijah Labby

Elijah Labby is a graduate of the National Journalism Center. He has previously written for Broadband Breakfast, a technology and internet policy website.

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