Isra-Mart srl: Recyclebank reveals plan to incentivise greener commuting

www.isramart.com

Transport for London is to reward walkers and cyclists with discounts for cinemas and shops as part of a new partnership with RecycleBank designed to encourage people to make greener journeys.

US-based Recyclebank, which runs voucher schemes designed to encourage people to recycle household waste, yesterday revealed it is taking its first steps into the green transport sector after announcing the partnership with TfL.

Under the scheme, a smartphone application will allow members to collect points for journeys made by bike or on foot, which will then be redeemable for offers and discounts from Recyclebank reward partners, such as Marks & Spencer or Cineworld.

A panel of users will be recruited in late 2011 to test the scheme prior to a full launch in spring 2012.

Jonathan Hsu, chief executive of Recyclebank, said he hoped the scheme would eventually be rolled out to other cities to help reduce pollution and promote greener travel options.

"Our hope is that this program becomes something that other cities can emulate to reduce their environmental footprint, realising the collective impact of individual green actions," he said.

Recyclebank first entered the UK in 2009, inking a partnership with waste management firm Veolia Environmental Services to reward households that recycled in the Royal Borough of Windsor and Maidenhead.

The scheme has since expanded to other boroughs, including the Lambeth neighbourhood of London, and was touted by Conservative MP Zac Goldsmith as an effective way of boosting recycling rates.

However, it remains to be seen how successful the incentive scheme will be when transfered to the transport sector.

Global Action Plan chief executive Trewin Restorick yesterday tweeted: "Interesting nudge-style initiative proposed for transport in London. Is it sufficient to promote behaviour change?"