A World’s First… (we think!)
Myself and Isobel Finlayson, Senior Account Director and Sustainability Lead, taught the world’s first course on Sustainability in Loyalty for the Loyalty Academy.
The course was born out of our latest research from the “What Brits Want From Loyalty Programmes” series (2022) in which we identified that 71% of customers thought loyalty programmes should help people live more sustainably or support the environment. Sustainability is not new news for loyalty but excitingly this year we have seen a rise in brands promoting and elevating their sustainable credentials for the purpose of customer engagement.
Sustainability can be a daunting topic to approach for a loyalty marketeer. Many want to make inroads in this space as it is the right thing to do but at the same time are worried about potential accusations of “greenwashing”. In our course, we talked about how best to integrate sustainability into loyalty programmes in an authentic way, starting with the company’s sustainable policy through to 8 researched and practical solid tactics that loyalty marketeers can start considering for their programme.
At Mando, we are passionate about sustainability and particularly helping our clients to strategise and deliver sustainability in loyalty. We’re lucky to work with clients who are already prioritising sustainability as part of their programme strategy, and as such we have built up a network of partners and rewards that speaks to this purpose. Whatsmore, we have access to over 300,000 data points on the general public through our partnership with YouGov and can help support with insights that help build a case for integrating sustainability into programmes through to the development of a full-blown sustainable partnership strategy for programmes. We ourselves have taken our commitment to Sustainability one step further and have signed up to the Million Tree Pledge, in which we have pledged to plant a million trees by 2030. So far we have planted over 70,000 trees and in honour of National Tree Week this week, will be planting a further 1,000 trees.
To check out our course on Sustainability in Loyalty plus many other great resources for loyalty marketing professionals, head to https://loyaltyacademy.org/.
