by Stephen Garner

Just in time for Earth Day, Afterpay has introduced sustainably focused shopping initiatives to help consumers build a more mindful and eco-friendly wardrobe while giving back to the environment.

Starting today, the “buy now, pay later” payments platform is offering its “top-up” program, which allows customers to add $1 donation at check-out to benefit Magpies & Peacock, a non-profit design house that is disrupting the cycle of waste in the fashion industry, and Surfrider, a non-profit environmental organization focused on protecting clean water and healthy beaches. For every donation made, Afterpay will match consumers’ donations.

Additionally, Afterpay will launch its first-ever live shopping experience featuring sustainable brands that create a more circular economy with eco-friendly fashion and beauty. Afterpay’s sustainable shopping event supports Millennial and Gen Z shoppers who prefer to shop in a more ethical and mindful way.

Starting in mid-April, Afterpay will integrate a live shopping technology platform in partnership with MagicLinks, the only B-Corp Certified social commerce company, to inspire viewers to shop more consciously. The integrated shopping experience will live on Afterpay’s site – giving shoppers the opportunity to build better, more sustainable wardrobes and clean beauty regimens. Customers will be able to watch their favorite influencers, shop live for their favorite eco-friendly brands, and pay in four interest-free installments.

“We are thrilled to offer our customers the option to shop from fashion-forward brands in a responsible and sustainable way, while also giving back to these incredibly important organizations,” said Melissa Davis, head of North America at Afterpay. “Gen Z and Millennials are conscious shoppers who make mindful choices when they shop and we are proud to put the spotlight on organizations that are helping to tackle the complex issues facing our planet.”

Afterpay’s live shopping integration will launch for its 13 million consumers in mid-April, with plans to offer additional live shopping events in the coming months.