Sustainability Fintech World Wide Generation Expands G17Eco Platform to MENA Region

Sustainability Fintech World Wide Generation Expands G17Eco Platform to MENA Region

Strategic partnerships announced at COP28 with e& enterprise, Rawabi Holding, World Wide Technology, UN’s ITU and World Bank’s Green Digital Action Initiative

World Wide Generation (WWG), a leader in sustainability solutions with its G17Eco monitoring and marketplace platform, already live in the UK, Europe, and ASEAN regions, today announced its expansion into the Middle East and North Africa (MENA) region.

The move aims at further solidifying WWG's commitment to empower organisations, cities, and nations to achieve their sustainability goals in the most efficient, effective and transparent way.

The G17Eco global platform was dubbed the ‘digital ark’ at COP28 as delegates witnessed new partners onboard G17Eco over the two-week conference.

These partnerships were formed as part of the World Wide Generation movement, a direct and urgent response to the growing need for planet-saving action.

Globally, businesses, governments, civil society and citizens face challenges in understanding true sustainability and practically applying it to their sphere of influence.

The identified issues include difficulties in defining and aligning to a common purpose, a lack of end-to-end execution for sustainability processes, limited access to trusted data, and the inability to measure impact effectively.

These obstacles highlight the urgent need for a cohesive and integrated platform to conquer sustainability challenges worldwide, and this is precisely what WWG created over 6 years with over 300 contributors to the G17Eco platform.

G17Eco went live officially with the Singapore Exchange in September 2022 and has since attracted some of the world’s largest corporates and partners such as Nestle, Kyndryl (formerly IBM) and World Wide Technology, as well as proving G17Eco can also support SMEs, which account for most of the global economy.

Expanding Reach and Impact in MENA

WWG's expansion into MENA is fuelled by a growing demand for comprehensive and effective sustainability reporting and data solutions in the region. The company is partnering with leading organisations to offer its G17Eco platform, often described as the "Google/Apple app store for interoperable sustainability apps."

This platform enables organisations and nations to map, monitor, measure, manage, and market their sustainability performance from end-to-end. This platform also enables G17Eco members to connect with sustainable finance and solutions to help improve and scale their sustainability efforts.

G17Eco uses advanced data bot, blockchain and AI technologies to automate data collection, processing, and dissemination between organisations and nations and aggregates this information nationally and regionally, monitoring and measuring the progress of how each nation is closing the deficit of each SDG (including climate targets).

The platform is compatible with various sectors, systems, and applications, offering trusted, standardised and real-time data for influential decision-making. It allows stakeholders to identify where to invest, divest, manage risks, and develop sustainable solutions effectively at scale.

WWG advocates a transition from measuring success from traditional purely economic GDP-centric metrics to a more holistic approach focused on measuring SDG contribution and integrated Social, Environmental, and Economic (SEE) problem solving, reporting and measurement of impact.

This paradigm shift recognises the interconnectedness of sustainability and its critical role in ensuring a purpose-driven, protected and prosperous future for all.


In the lead-up to COP28, WWG was invited by the UAE government to present the G17Eco platform to key stakeholders in the MENA region. WWG strives to align G17Eco with the core message of COP28, “Unite, Act, Deliver”, ensuring that any collaborations would genuinely contribute to the execution and delivery of the conference’s outcomes and learnings.

e& enterprise and WWG join forces to create the world's largest sustainability data, finance and solutions exchange platform: WWG has signed a MoU with e& enterprise, a subsidiary of global technology group e&.

This new collaboration will strengthen e& enterprise's 'sustainability as a service', which will be powered by G17Eco to offer all e& customers the next generation of sustainable services.

Apps and services such as Company Tracker, Emissions Tracker, Assurance Tracker, Portfolio Tracker, City Tracker and Nation Tracker, will be bundled with e&’s current products as well as IOT and AI sustainability solutions (solar PV, MEP retrofits, smart building, smart lighting, smart home, fleet management, connected worker, smart office, smart parking, environmental sensing, water quality, waste management, electric car charging).

All G17Eco members will also gain access to a rewards marketplace that will enable them to benefit from a lower cost of capital, cheaper insurance premiums and greater visibility and access, international liquidity, and market share by proving their sustainability credentials.

e& already has a significant presence in more than 20 countries, with over 167 million users. They recently became the largest shareholder in Vodafone and acquired a controlling stake in PPF Telecom’s assets in Bulgaria, Hungary, Serbia, and Slovakia.

e& enterprise also has 15 banks already participating in its blockchain-based trade finance platform, UTC, and owns a peer-to-peer lending platform, Beehive, which it aims to integrate with G17Eco.

The MENA regional platform created by WWG and e&, will become interoperable across Europe, the UK and ASEAN, making it a true exchange of sustainability data, finance and solutions to accelerate the financing and delivery of the SDGs.

Manjula Lee, CEO of World Wide Generation, stated: "This was a significant COP for us, and the UAE as the host provided an ideal platform for our entry to the MENA region, alongside strong regional partners. WWG is committed to transforming talk into action.

"Particularly in the context of COP28, it was crucial to ensure that our announcements were outcomes and impact-aligned, quantifiable and demonstratable.

"We are not merely envisioning this for the future; the G17Eco platform is already live and operational, and now together with our many partners, in alignment with SDG 17 ‘partnership for the goals’, we stand prepared to onboard nations and organisations now at scale.

"Expansion into MENA and collaboration with regional industry leaders signify commitment to UAE which is dedicated to fostering sustainable change and emphasizes the importance of building relationships with other countries to accelerate the shift towards a sustainable future."

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