In Tashkent, the annual average PM2.5 level exceeds the WHO guideline by more than six times. The health-related economic impact of PM2.5 is estimated at around 0.7% of GDP, and approximately 3,000 premature deaths per year may be linked to this pollution. The country is facing water scarcity, desertification, dust storms, and land degradation. The government’s “Yashil Makon” (“Green Nation”) initiative aims to increase green coverage to 30% and plant 200 million trees annually.
Problem
In Uzbekistan, the word “meros” has always meant what parents leave for their children: a home, land, or a family business. But today, the country is facing a new kind of legacy. The disappearance of the Aral Sea, dust storms, and the decline of urban green spaces are changing not only the landscape, but also the air future generations will breathe.Uzbekistan needed more than just new trees. It needed to redefine what legacy means.
Solution
We reimagined one of the country’s strongest cultural codes. Yashil Meros (“Green Heritage”) turned everyday financial actions into a way to leave behind a living legacy. Every payment made through Click earned Eco Points. Eco Points grew virtual trees. For every five trees grown, one real tree was planted as part of the Yashil Meros program. People stopped simply making payments. They started creating a legacy their children could benefit from.
Results
6,700 real trees were planted thanks to users’ everyday financial habits. • More than 230,000 users turned ordinary payments into millions of eco-friendly actions.
