Dubai: Would scoring points for every environmentally friendly thing you did encourage you to do more? Using reusable plastic bags, public transport, buying chemical-free products and cosmetics or organic food — all of them would accumulate points and reward you with vouchers and discounts.
As yet, this is just an idea thought up by Emirati marketing assistant, Taghrid Arif Bel Qaizi, 26, but she believes with the right backing many people, and companies could benefit from an environmental loyalty card.
Taghrid, a marketing communications graduate from the American University in Dubai, surveyed residents from her neighbourhood and around her workplace near the Dubai International Financial Centre (DIFC) at random, and found that a majority said they cared about the environment whilst 85 per cent said they would be interested in such an eco ‘loyalty' card.
"I only spoke to 100 people but I want to make this a reality to motivate change in the way we see our environment," said Taghrid.
Her idea emerged as a work exercise set by her superiors, but was liked so much that she is now looking to put it out on the market to get people to care about their environment in a way that benefits both their wallets and the planet.
"I see it working similar to the ‘Air Miles' concept. Every time you purchase something that has a positive impact on the environment, you are rewarded," she said. "The benefit of the eco-loyalty card is that it gives the individual both intrinsic and extrinsic incentives. People feel good if they receive something in exchange for points they collect," she said.
Lifestyle changes, like taking the metro or buying appliances that consume less electricity or water, all help to reduce emissions, which would be rewarded. Taghrid even sees facilities companies sponsoring the card as part of corporate social responsibility.
"Not everybody has the capacity to go and clean up the beach or plant trees, so there will be different levels of gaining points. One card could actually change an individual by making them more aware of what you are purchasing."
