ING Bank Romania has launched SHIFT Hub, an educational platform designed to bring sustainability closer to the public and simplify the way people understand energy efficiency. SHIFT Hub – short for Sustainable Habits Improve Future Thinking – presents the principles of responsible consumption in a clear, accessible manner and shows how everyday decisions related to one’s home can contribute to a more sustainable future.
The project is developed in partnership with InfoClima and ECONOS, two organizations focused on climate education. Their shared goal is to transform sustainability from a technical concept into a natural, easy-to-adopt behavior.
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“SHIFT Hub is about people and the small steps that make a real difference. We want to show them that sustainability is not a complicated concept, but a simple choice they can make every day. Through clear explanations and practical solutions, we help people turn their homes into more efficient and eco-friendly spaces, without pressure, but with confidence and inspiration,” said Eleni Skoura, Deputy CEO & Head of PI, ING Bank Romania.
According to data from ING Bank Romania, between October 2023 and June 2025, around 85% of mortgage clients chose homes with B, A, or A+ energy certification, and more than a third selected Class A properties. Additionally, seven out of ten Class A/A+ homes were built after 2020, a period marked by stricter energy performance standards and modernized construction technologies. In contrast, most homes classified as C–G were built before 1999 and now require renovation to reduce heat loss and monthly utility costs.
With the launch of SHIFT Hub, ING strengthens its position as an active partner in the transition toward a sustainable future, offering clients practical guidance, resources, and clear information that support informed decisions. The platform centralizes examples and actionable advice on reducing energy consumption, waste, and household expenses, while aligning with the principles of the green economy.
SHIFT Hub is part of a broader initiative developed by ING to enhance public awareness and education around sustainability. “Our goal is for people to see sustainability not as a constraint, but as an opportunity to live better, more efficiently, and more consciously,” ING Bank Romania representatives stated.
Photo: Business Review
