A 2018 business trip to a big city heavily affected by pollution and the breaking news of the Cambridge Analytica scandal made Greenworlder founder Peter Bartholin realise “how much the protection of the environment and the protection of social media users are linked.”

The dawning of that realisation was the catalyst for Bartholin to seek a social media solution that does everything possible to ensure the protection of user data and the reliability of information sources. “With Greenworlder, we want to engage our users for a fairer, greener and more sustainable future,” he says.

The new social media platform, which is being soft launched at the KlimaExpo trade fair at Luxexpo The Box from 9 to 11 October, aims to connect users, businesses, content providers and good causes to enable the co-creation of solutions. «Users can also support associations or NGOs through their purchases and other activities,” says a statement from the company.

“This is the beginning of a long and ambitious journey to drive user-centric industry change and establish a large Luxembourg-based company, thus proving that doing business and doing the right thing are not mutually exclusive,” says Greenworlder Urban Gillström, who recently moved to Luxembourg to lead the company’s market entry.

The concept has the support of people like virologist Dr Gérard Schockmel, who has spent time with the Greenworlder team and says he believes “this is the company that will ignite… a paradigm shift in social media”.

Bartholin explains that the company chose to base the company in Luxembourg because the grand duchy is in the heart of Europe and has “strict legal standards upholding the integrity of user data. We also have an international and friendly environment for start-ups and a strong sustainability agenda."

As well as Bartholin and Gillström, the company’s founding team includes William Ahlefeldt, Xavier Roth le Gentil and Helena Nordström (CMO).