VIP2ZIP is an innovative Italian start-up with focus on social issues, that promotes citizens' and companies' environmental friendly choices in order to reduce the impact on the territory. It comes from an ESCo (Energy Efficiency Company) that has worked on the ground for several years and has focused on the issue of the lack of spread of the clean technology goods and services among the citizens. Today technology allows us to obtain excellent results in terms of reduction of emissions, and both national and international efforts are directing towards the use of renewable energy; yet, only a small percentage of citizens chose the cleantech's goods. We lack both government-sponsored subsidies for environmental friendly citizens, and awareness of the importance of the environmental issue among the majority of citizens who, often associate the idea of protecting the environment to sacrifice and deprivation. VIP2ZIP has developed a digital platform that using the new technology of the Internet of Things measures the citizens' reduction of impact for each of their green activity. This quantity is converted in barrels of oil saved and again converted in ZIPCOINs, an environmental digital title which allows getting discounts in the green shops of the circuit VIP2ZIP.