SquareTrade Europe, a leading device insurer, wanted to encourage customers to repair rather than replace their devices—reducing e-waste while improving business efficiency. In 2023, they chose to partner with WeForest to launch the Grow a Tree program: every time a customer chooses repair, SquareTrade funds a tree with WeForest. This simple yet powerful incentive links sustainable consumer behavior to a tangible environmental impact. At the same time, it generates measurable financial benefits for SquareTrade, demonstrating how helping restore forests can go hand in hand with delivering business and customer value.
The Grow a Tree program integrates seamlessly into the customer journey. By rewarding sustainable action with tree-growing, SquareTrade encourages behavioral change at scale: more customers are choosing repair, a choice that reduces potential emissions by up to 92%* and prevents devices from going to waste. For SquareTrade, this isn’t just about doing the right thing — it also reduces costly advanced exchanges, strengthens customer engagement, and demonstrates leadership in sustainable innovation. With minimal monthly investment, the programme has delivered significant cost savings and an exceptional financial return.
SquareTrade and its customers are growing over 126 000 trees in Mount Mulanje, Malawi and Butiama Hills in Tanzania, which has meant:
The equivalent to covering an area approximately the size of 127 football pitches with trees!
By linking customer rewards to forest restoration, SquareTrade has not only reduced its environmental footprint, positively impacted people, nature and the planet, and created measurable business value. The program has increased repair rates, cut costs, and achieved a remarkable financial return—proving that sustainability can deliver for the bottom line.
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