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, “these [programs] have a permanent effect,” Souvaliotis said.
“If you find a way to create a trickle of reward for the consumer, then you’re actually supporting a change in behaviour,” he said. “Not only will these [programs] start to bring a lot more people to this type of behaviour, but they will stick to this behaviour.”
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 “world’s first ever — and to this point only — social venture that’s built entirely inside a loyalty points program.”