Brands incentivize eco-friendly behavior through loyalty and rewards programs
Implications - Helping establish themselves as stakeholders in the betterment of the environment, brands are incorporating environmentally friendly elements into their loyalty and rewards programs. This not only appeals to consumers who are eco-conscious themselves, but has the added benefit of reflecting well on the brands who adopt this strategy.
Workshop Question - How can your brand align itself with sustainability by directly rewarding eco-friendly behavior?
Trend Themes
1. Eco-incentives - Brands are incorporating eco-friendly elements into their loyalty and rewards programs, leading to gamification and reward-based eco apps.
2. Returnable Packaging - Companies are focusing on using reusable and returnable packaging to help reduce environmental waste, leading to returnable coffee cup systems and eco-friendly beauty reward exchanges.
3. Gamified Loyalty Programs - Gamification is being used to promote and reward sustainability and environmentally-friendly behavior, as can be seen with the Edge Rewards program by EB Games.
Industry Implications
1. Retail - Retailers from clothing brands to coffee shops are taking steps to incorporate more eco-friendly practices into their businesses, leading to returnable packaging and incentivized eco programs.
2. Technology - The rise of eco-friendly apps and gamified loyalty programs show how technology can be used to incentivize more environmentally-friendly behavior.
3. Waste Management - Companies that specialize in waste management are developing more efficient and effective ways to recycle and reuse materials, as seen with the Cup Club returnable coffee cup system.
