A new initiative called 10% Of launches at Frieze London and Frieze Masters, inviting galleries to donate 10% of the sale price of designated works to the Gallery Climate Coalition (GCC), an international art world environmental charity. Nearly thirty galleries have signed up, including Gagosian, White Cube, David Zwirner, and Lisson, with works priced from £3,000 to £150,000. The scheme aims to reframe a standard art market gesture into collective climate action, with participating galleries displaying their GCC membership status on booth signs.
The initiative matters because it offers a practical, sector-wide model for environmental engagement in the art world, which faces increasing scrutiny over its carbon footprint from major art fairs and private jet travel. While the 10% Of scheme provides a relatively painless way for galleries and collectors to demonstrate commitment, the article argues that more systemic change is needed—particularly curbing the use of private jets by prominent collectors and gallerists, which remains the most environmentally damaging individual activity. The success of this initiative could influence other art fairs and events to adopt similar collective fundraising models.