Making eco-friendly living easy


The technology company Ducky wants to create green engagement with the aid of digital climate tools.

People will also have to change their behaviour in order to cut greenhouse gas emissions. The challenge is that changing behaviour usually starts with action. That was the starting point for the three climate conscious entrepreneurs who established Ducky back in 2014.

“We believe that a joint effort is required by the whole of society, and the purpose of Ducky is to make it easier for individuals to make eco-friendly choices,” says co-founder Mads Simonsen.

The entrepreneur worked in the oil industry for many years and felt bad about the climate. The desire to do something meaningful for the climate resulted in the company developing several digital tools based on climate data and research by the Norwegian University of Science and Technology (NTNU).

The activities currently centre around three main products: a digital map of the footprints of different neighbourhoods, making climate data available where individuals are, for example in their mobile bank, and a climate championships and competitions that allow people to test out the products.

Passionate about making a difference

Innovation Norway has followed the company since its inception, and Ducky has received a wide range of services. At the beginning it received a start-up grant and later received grants for several different projects, advice, and loan funding.

"The support from Innovation Norway has been an absolutely crucial factor in us having achieved the level of success we have. Without the support, we would have developed more slowly," says Simonsen.

Senior adviser at Innovation Norway, Ingve Nordahl Løkken, is pleased it has been able to ease the risk burden and help realise projects like this. He says he is impressed with its dedication and the work Ducky does.

“It makes climate reports easily understandable and is extremely good at communicating how both municipalities and individuals can impact the climate in practice. It is also quite clear that it is really passionate about the issue and wants to make a difference," says Løkken.

This is also reflected in the ownership structure. It is mainly owned by a not-for-profit company with not-for-profit articles of association and future profits will thus be reinvested in existing products and services, or in new measures that promote sustainability.

Using gamification in the fight for the climate

In 2020, the company received a grant for a project called ‘Klimadugnad’, a national climate campaign that was conducted in collaboration with Future in our Hands. The campaign involved creating climate competitions between companies.

“We held three rounds of competitions at different times. Having several rounds was very positive because we could learn something in each round and use that later. During the project, we made great progress in further developing our campaign tool. We will continue developing it through the ‘Climate Competition’,” says Simonsen.

The Climate Competition is based on employees of the companies that have signed up competing against each other and against other companies, with the aim of reducing CO2 emissions by as much as possible. The competition is also designed to contribute to greater expertise and involvement in climate challenges.

Major ambitions

Going forward, the company’s aim is to expand, both nationally and internationally.

“There are now many municipalities in Norway that are using a consumption based climate report from Ducky, although we want to get this up to a national level. We want to get Norway, as a state, to use the climate report. Thereafter, we want to get this to a Scandinavian level, in more countries, and for as many as possible to get involved,” says Simonsen.

The goal is to grow from around 25 employees to almost 70-80 employees over the course of 2022. New employees can expect a unique working environment with capable colleagues.

“We have a very flat structure in which everyone is a manager and has a big influence on their workday. Having as much freedom as we have is probably quite unique,” continues Simonsen.

“The strength it has achieved in the team, which is a relatively large one with unique expertise and good diversity, is an aspect of Ducky that we in Innovation Norway view very positively,” concludes Løkken.

  • Grants for market clarification
  • Grants for commercialization
  • Grant for mentor
  • Grants for environmental technology
  • Grants for innovation contracts
  • Innovation loans
  • EU advisory