Welcome to Greenflag

Client: Sumsub

627 million people are unjustly excluded from digital services like financial platforms, education, healthcare, and employment—essentials that many take for granted. That can be caused by overly risk-averse verification systems that penalise simple things like minor ID discrepancies, digital literacy gaps, physical appearance changes, or even country of origin. This can create a cascade of exclusion: locked out of one service, individuals are often locked out of others, forming an almost insurmountable barrier to reentry.

To spotlight this crisis, we created Greenflag—a nation representing a real population the size of the United States and Brazil combined. Its citizens share the common experience of being unfairly excluded from essential digital services. But simply revealing the scale of this invisible nation wasn’t enough to drive change and encourage businesses to act. Sumsub’s research revealed the Greenflag population holds a collective GDP of $1.75 trillion—26% of the digital economy. That’s not just a market; it’s the largest untapped market in history. So, we started pitching—reframing what businesses view as a risk into an unmissable opportunity: a nation now open for business. Greenflag launched globally with an online film across digital channels directing businesses to the website. It was showcased at top-tier tech trade events, supported by an accompanying white paper, and integrated into B2B outreach. The success of Greenflag earned Sumsub an invitation to the UN Global SDG Leaders project. Greenflag has sparked change, advancing a more inclusive digital future.