Starting today, consumer tracking program Air Miles will begin rewarding people with points when they make environmentally friendly purchases.
But whereas previous initiatives were intended to inspire a single socially conscious decision, â€œthese [programs] have a permanent effect,â€ Souvaliotis said.
â€œIf you find a way to create a trickle of reward for the consumer, then youâ€™re actually supporting a change in behaviour,â€ he said. â€œNot only will these [programs] start to bring a lot more people to this type of behaviour, but they will stick to this behaviour.â€
Souvaliotis, an occasional blogger for The Huffington Post, is not shy about the success of — or his vision for — Air Miles for Social Change, which he says is the â€œworldâ€™s first ever — and to this point only — social venture thatâ€™s built entirely inside a loyalty points program.â€