Does everything need to be driven by promotional activity?

Birmingham City Council have partnered with Nectar to award points to any household with a Nectar card who put out rubbish for recycling. Each time the bin is emptied the collector scans a bar code which allocates 25 Nectar points to the registered cardholder.

It seems that in a world driven by promotional activity an incentive is required to recycle. Maybe this is true as recycling rates start to plateau after several months of increasing penetration levels - but what value does this place on the act of recycling itself? Turning to schemes that are becoming increasingly ubiquitous, like Nectar, diminishes the impact of any individual redemption and this scheme strikes us as a case in point.

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Tags:  NectarBirminghamIncentivesrecycling