Sustainability loyalty programs, the next frontier in brand engagement

February 21, 2025

Sustainability loyalty programs encourage and reward consumers for making eco-friendly choices. Over the last four years, we have had the opportunity to advise a number of brands on the research, design and implementation of these programs.

These programs have proven to be highly effective in fostering long-term customer engagement while promoting environmentally conscious behavior. By offering incentives such as discounts, exclusive access, or bonus points for sustainable actions, brands can align their values with those of their consumers. Additionally, sustainability loyalty programs provide an opportunity for businesses to demonstrate their commitment to environmental responsibility, building trust and loyalty among their customer base. Our key missions in this area include incentivizing sustainable consumption of energy, data and social media through cross-industry loyalty programs, rebates and rewards.

What are some key measures included in a sustainability loyalty program?

• In the transportation space, loyalty measures can include coupons or rebates for car-sharing, car maintenance or meeting certain pre-specified kilometer goals. Brands such as Toyota, Ford, and GM have successfully implemented loyalty programs that reward customers for choosing hybrid or electric vehicles, or offering customers partnerships with car-sharing services such as Zipcar to offer discounts and incentives for using sustainable transportation options.

• In the energy space, loyalty measures can include rebates and rewards for efficient electricity consumption or investments in shared heating and electricity solutions. Companies such as Enphase Energy have incorporated loyalty programs that offer discounts or free upgrades to customers who use their energy-efficient products. Additionally, certain utility companies have started offering rewards for customers who switch to renewable energy sources like solar panels or wind power.

• In the technology space, loyalty measures can include advantages and rewards for meeting screen time goals. Companies such as Orange and Google have introduced features to help users monitor and manage their wifi access and screen time, offering rewards for reducing overall usage or opting for more eco-friendly options like solar-powered chargers. Some social media platforms have also implemented sustainability loyalty programs that reward users for sharing eco-friendly content or participating in challenges that promote sustainable living.

Brands can also work with consumers more broadly to support recycling, reuse and repair programs, in each case tied to SDG outcomes. These actions can include offering discounts or rewards for recycling old products, using eco-friendly packaging materials, or participating in repair programs instead of buying new products.

As the demand for environmentally friendly products and services continues to grow, sustainability loyalty programs will play a crucial role in encouraging and rewarding consumers for making eco-conscious decisions. By incorporating measures that align with the values of both the brand and its customers, these programs can create long-lasting relationships built on shared values and a commitment to a more sustainable future. We expect this trend to grow as brands and consumers work together to minimize the sustainability impact of their consumption decisions.

Grateful to our existing clients, we are happy to share our work in researching, designing and implementing these programs across a number of sectors.

CPM