TAKING THE PAIN OUT OF GOING GREEN

Reward and recognition could be a more effective way of changing people's behaviour to green, rather than punishing and taxing them for not being environmentally friendly - says a new report by the National Consumer Council (NCC) and nef.

The report ‘Carrots not sticks: the possibilities of a sustainable consumption reward card for the UK’ highlights a creative initiative that will use the principles of a loyalty card to reward sustainable behaviour, raise awareness, and lead consumers to demand more green goods and services.

Ed Mayo, Chief Executive at the NCC said:

'If we want to reduce waste, cut greenhouse-gas emissions and clean up energy production, we are going to have to change our behaviour. More than half of household waste is supermarket packaging, which consumers are obliged to accept. The problem is that people's efforts are not rewarded in any way. Nor are they recognised. Our research shows that what people want is carrots, not sticks.

'We would like to see the UK adopt a scheme for an NU smart card - like the one in Holland. The idea is quite simple. Consumers get points for separating waste and buying sustainable products such as energy-efficient, fair-trade goods, bicycles, repairs and second-hand goods.

'The consumer buys something in a shop and gets points - one point for every euro spent. At the end of the day, the points issued by the shops are collected and automatically registered. People can then redeem points on more sustainable goods and services, for example, public transport, or leisure activities, such as going to the cinema, or swimming.'

David Boyle, Senior Associate at nef said:

'Experience of similar schemes, from time banks to loyalty points, show that measuring and rewarding the extra effort that people put in - whether it is helping out in their community or behaving sustainably - makes them feel that it is noticed and appreciated. That's why the NU Spaar-pas provides such an exciting model for the future.'