Econometrics Case Study


We know that 92% of customers WANT to support brands taking positive climate action, but how does that actually impact on brands that are taking steps to be more sustainable? We looked at multiple data points from 6 of our favourite brands to find out how working with One Tribe impacted on their eCommerce results!

Newsletter Signup Conversion Rate

Newsletter Signup Conversion Rate

We’ve seen an increased focus on newsletter signups since the IOS 15 tracking changes. Why? Because owning customer data and not relying on paid media has an even higher value than ever before.

Before joining One Tribe many brands were securing sign-ups to their newsletters ranging between 1.7% and 2.4%.

Now, working with One Tribe, they are seeing an average increase of 29.14% year on year!


1.7% - 2.4%



Sales Conversion Rate

Sales Conversion Rate

High conversion rates are the lifeblood of any eCommerce store and we are focused on helping the brands we work with to increase their website CVR through climate action incentives.

Those conversion rates can vary across sectors though. In the fashion and accessories sector the average is 1.02% whilst in the food and beverages sector that can be 4.79%.

On average, once a brand is working with One Tribe they are achieving an increase in sales conversions of 10.47%.







Average Order Value

Average Order Value

Even small changes in average order value can have a big impact on the top-line for your eCommerce store. The One Tribe toolkit empowers your team to increase that order value because each order is linked to climate action.

Before joining One Tribe brands were securing an average order value of £21.72. Now, that average order value is £33.80, an increase of 23.38%!






Repeat Sales

Sales Conversion Rate

Finding new customers is hard, so when you have them, building loyalty and generating repeat sales is vital. We looked at the increase in sales from existing customers year on year, with a range from 20.83% to 69.9%.

The resulting average being a 43.91% increase in sales from repeat customers.





Climate Action increases customer conversions!

So what have we learned? We already knew that customers would WANT to support brands taking climate action. But now we can see it in business results, tangible figures which can be measured and discussed with the team. This is real-world data showing that customers will:

Consider sustainability a key part of their buying decision

Spend and spend more for a sustainable option

Customers are more likely to sign up to newsletters and take marketing actions

Remain loyal to brands, buying often with sustainable-conscious brands


Newsletter Conversion
Rate Increase


Sales Conversion
Rate Increase


Newsletter Conversion
Rate Increase


Average Order
Value Increase


Sales Conversion
Rate Increase


Sales Conversion
Rate Increase

Would you like results like this for your business?

Eric currently works as an independent consultant at the intersection of nature and climate, focused on catalysing market and non-market solutions to drive the just transition.

He previously was Head of Product at Earthshot Labs, supporting nature conservation and restoration projects across the global south secure project finance. Prior to Earthshot Labs, Eric led nature-based carbon project development for Gorongosa National Park in Mozambique and founded the Carbon Cooperative, a global alliance of leading nature conservation and restoration practitioners exploring carbon finance. After serving in the Peace Corps in Mozambique out of university, he spent much of his 20s working in community-based conservation and ecosystem restoration efforts in Sub-Saharan Africa interspersed with two startup ventures as co-founder and CEO of a mental health tech startup and COO of a sustainable coffee company. Eric has a dual Masters in Environmental Engineering and Environmental Policy from Stanford University where he was a NSF Graduate Research Fellow and a BS in Environmental Engineering from Tufts University.

Alan is a risk management thought-leader, superconnector, and FinTech pioneer. His mission is to enable an Earth Positive economy which includes nature in global accounting systems.

Alan is Founder of Generation Blue, a venture studio dedicated to planetary game changers powered by exponential technologies. Previously, Alan established Natural Capital Markets at Lykke AG, pioneering blockchain based forestry and carbon backed tokens. Alan has over two decades of risk management experience advising global financial institutions, and was a founding member of the RiskMetrics Group, a JPMorgan spin-off. Alan is an investor and advisor to regenerative impact ventures, including TreeBuddy.Earth, Regenativ, and Vlinder Climate.

Lori Whitecalf made history when she became the first woman to be elected Chief of Sweetgrass First Nation in 2011. She served three terms of office from 2011-2017.  

Lori took a two-year hiatus from leadership to expand the family ranch and serve as the FSIN Senior Industry Liaison. She was re-elected on November 29. 2019 and again on November 30, 2021, as Chief of Sweetgrass. Chief Whitecalf practises a traditional lifestyle of hunting, fishing and gathering. She currently sits on the following boards: Saskatchewan Indian Institute of Technology, FSIN Lands and Resource Commission, Battle River Treaty 6 Health Centre and Battleford Agency Tribal Chiefs Executive Council, FSIN Women’s Commission.

Tina is the Chief Business Officer for MLTC Industrial Investments, the Economic Development arm of the Meadow Lake Tribal Council. She has a diverse background of experience. Having spent 15 years as a municipal Chief Operating Officer, 20 years involved in Saskatchewan’s Health Authority Board Keewatin Yatthe and 9 years with Northern Lights Board of Education. 


She continues as a Board Member with Beaver River Community Futures supporting small business development in her home region. Tina brings a wealth of experience in a variety of fields and many connections to the Indigenous communities of Northern Saskatchewan. In addition Tina holds a BA Advanced from the U of S, a Certificate in Local Government Authority from the U of R and is certified as a Professional Economic Developer for Saskatchewan and a certified Technician Aboriginal Economic Developer (TAED).

Tootoosis’ career spans 40+ years in HRM, political leadership, and Indigenous economic development, as a dedicated bridge builder and advocate for Indigenous causes.
As a key member of the Saskatoon Regional Economic Development Authority (SREDA) team since 2021, he develops strategies for the Truth and Reconciliation Commission final report and Call to Action #92.

He is a graduate of the First Nations University of Canada and a certified Professional Aboriginal Economic Developer. Spearheading various community initiatives while serving as a Chair of the SIEDN while directing ILDII and WIBF. Founder of MGT Consulting Tootoosis is based in Saskatoon, Treaty Six Territory.

Cy Standing (Wakanya Najin in Dakota) has a long and distinguished career including serving overseas as an Electronics Technician in the Royal Canadian Air Force, former Chief of Wahpeton Dakota Nation, former Vice Chief of the Federation of Saskatchewan Indigenous Nations (FSIN), past Executive Director of Community Development Branch of the Department of Northern Saskatchewan as well as an Order in Council appointment to the Federal Parole Board.  

Mr. Standing has served as a Director on many Profit and Non-Profit Corporate Boards, including serving as a Director for Affinity Credit Union with assets of over six billion dollars as well as IMI Brokerage and Wanuskewin and is currently a member of the One Tribe Indigenous Carbon Board.