Can you shop and save the planet at the same time? Virgin Media O2 thinks so. It's teamed up with loyalty specialist Kindred to give app users a chance carbon offset their purchases.

The new ‘Feel Good Shopping’ feature is now live in the ‘My O2’ app. It gives customers access to deals at more than 20,000 retailers, and generates a donation for reforestation, carbon offsetting or digital inclusion initiatives with every purchase.

O2 Customers can also see in the My O2 wallet how many trees they have planted, or how much carbon they have offset.

Partners involved include Ecologi, which manages the carbon off-setting and reforestation programmes, and environmental charity, Hubbub, which will use the donations to support the Community Calling initiative to rehome used smartphones with people who need them.

The partnership follows the launch of Virgin Media O2’s new sustainability strategy, the Better Connections Plan.

Simon Valcarcel, Marketing Director at Virgin Media O2, said : “The Feel Good Shopping feature is a win-win for O2 customers; at a time when people want to be more aware of their spending, they can now save money at thousands of retailers, whilst also supporting projects that protect the planet, and support communities across the country. It’s all part of our Better Connections Plan which aims to create a better, more connected and greener future for everyone.”