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Loyalty scheme encourages recycling in Birmingham
24 Aug 2011

Birmingham residents may find themselves living an eco-friendly lifestyle following the introduction of a new loyalty scheme by Birmingham City Council.

According to BBC News, the local authority is set to reward individuals for their environmental efforts with Nectar points that they can spend on shopping and services.

Starting in September, the scheme will be tried out across 4,500 homes in Bournville and Erdington, where barcode stickers on recycling boxes will be scanned upon collection.

Tim Huxtable, Cabinet Member for Transport, Environment and Regeneration, claimed that the initiative's main objective is to increase public participation.

"This is a win-win project for all, as the more people that recycle, not only will they be helping to save the environment but the more opportunity they will get to reward themselves," he added.

Nectar, which is the UK's largest loyalty programme, has over 18 million members who earn points when shopping for a range of items including groceries, DIY products and booking a holiday.