THE founder of Edinburgh-based translation specialist Lingo 24 has launched an app to encourage people to take small steps to reduce the environmental impact of their day to day lives.

Christian Arno has been developing the Pawprint app since May, when he stepped back from the day-to-day running of Lingo 24 to devote more time to other projects.

Described as a “Strava for lower carbon living”, the app invites “eco-minded” users to input personal information, such as their eating habits and how they travel to work, in return for tips on how to make small lifestyle changes. The app will also show users how their Pawprint compares to a national average.

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The technology will be underpinned by scientific data provided by Small World Consulting, the company owned by Mike Berners-Lee, a leading authority on carbon footprint measurement and brother of Tim Berners-Lee, inventor of the worldwide web.

The Pawprint team includes head of technology Chris Bradbury, head of operations Mike Bonsall and non-executive director Tom Sermon, a former chief executive of Global Corporate Challenge and chief revenue officer of Virgin Pulse.

Mr Arno, who believes the current global focus on climate change means it is the right time to launch the initiative, said the aim is not to preach but to encourage people to make small changes to their daily regimes.

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Noting that there is a “lot of misinformation” about how climate change can be addressed, he said: “It’s a bit like a personal trainer, if you want to do it.”

Seed funding is currently being raised for the app, which Mr Arno said will be launched “around the turn of the year”. Asked how Pawprint itself would make money from the venture, he said plans involve launching premium accounts, which offer additional features, such as answers to users’ specific questions, in return for a fee. Pawprint also plans to charge for access to special events.