A new report by Comarch explores how sustainability and loyalty are converging in the form of Green Loyalty — loyalty programmes designed to reward environmentally responsible behaviour. More than just a trend, this strategy is fast becoming a key tool for businesses aiming to build deeper customer connections, meet environmental expectations, and future-proof their operations.
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ComarchIn a world where conscious consumerism is rapidly shaping purchasing habits, sustainability is no longer a brand bonus — it’s a business imperative. A new report by Comarch explores how sustainability and loyalty are converging in the form of Green Loyalty — loyalty programmes designed to reward environmentally responsible behaviour. More than just a trend, this strategy is fast becoming a key tool for businesses aiming to build deeper customer connections, meet environmental expectations, and future-proof their operations.
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What Is Green Loyalty?
At its core, Green Loyalty is a rewards programme that incentivises consumers to make eco-conscious decisions. Whether it’s purchasing sustainable products, recycling packaging, or choosing low-emission delivery options, customers earn points, discounts, or exclusive perks for behaviour that supports environmental goals.
“Green loyalty allows brands to engage customers through shared values,” says Kim Hardaker, Head of Sustainability Vertical at the Global Loyalty Organisation. “It’s a practical, measurable way to drive both customer satisfaction and environmental progress.”
Why Green Loyalty Matters
According to Comarch’s Customer Loyalty Predictions 2025 report:
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64% of global consumers consider sustainability when shopping.
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Consumers are willing to pay up to 52% more for eco-friendly products — and up to 77% in the UAE.
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80% of consumers prefer sustainable brands, and loyalty is increasingly tied to a company’s environmental values.
This shift isn’t just ethical — it’s strategic. Companies that integrate sustainability into their loyalty programmes can:
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Boost brand image and differentiation
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Strengthen customer loyalty
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Increase customer lifetime value
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Save costs through improved operational efficiency
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Reduce environmental impact
Generational Trends: Who Cares Most?
Green loyalty resonates strongest with younger consumers, but interest is rising across age groups.
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Gen Z: Lead the way in sustainability activism. 26% opt out of unnecessary services, and 16% support brands using renewable energy.
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Millennials: The most likely to join and remain loyal to green loyalty programmes. 68% factor sustainability into purchases.
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Gen X: Surprisingly strong support. 63% are likely to join eco-conscious loyalty schemes.
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Boomers: More cautious but willing to pay up to 36% more for green products, though 54% say sustainability hasn’t influenced their brand loyalty.
Common Challenges & How to Overcome Them
Despite the benefits, building a green loyalty strategy isn’t without hurdles:
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Balancing transactional vs. emotional loyalty
Traditional loyalty rewards purchases, but sustainability sometimes asks consumers to buy less. The solution? Reward both — combine purchase points with incentives for recycling or ethical choices. -
Aligning business and sustainability goals
Brands must integrate eco-friendly initiatives into their core strategy, not just marketing. For instance, incentivising resale or refurbishing items can support both profitability and the planet.
“Sustainability shouldn’t be a feature of a programme — it should be part of the business DNA,” notes Suryaveer Singh, Head of Loyalty CRM and Data at ENOC.
Real-World Examples of Green Loyalty in Action
1. Costa Coffee – Rewarding reusability
Members receive bonus points for using reusable cups. Promotes daily engagement and eco-friendly behaviour.
2. Patagonia – Worn Wear programme
Customers return used clothing for points toward new or repaired items, reducing waste.
3. REI – Gear exchange
Members get discounts for trading in used equipment, encouraging circular consumption.
4. Madewell – Denim recycling
Old jeans are turned into housing insulation; customers receive vouchers in return.
5. Tentree – Planting trees with every purchase
Customers can track their environmental impact via the “Impact Wallet” app.
6. TK Maxx – Eco-friendly rewards
Offers bamboo straws and reusable products as rewards, with the option to donate to charity.
7. Scandinavian Airlines (SAS) – Conscious Travellers
Members complete up to 10 sustainable actions annually for exclusive benefits — including factory visits to Heart Aerospace.
“We introduced ‘Conscious Travellers’ to reward sustainable aviation choices and educate our community,” said Olivia Wasniewski, Head of SAS’s EuroBonus Programme.
8. Nedbank – Green financial behaviour
Incentivises digital habits like opting for paperless billing with bonus loyalty points.
How to Build a Green Loyalty Programme
Step-by-step guide:
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Define your sustainability goals – Align with your brand values and customer expectations.
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Choose a flexible loyalty platform – Select software that can handle both transactional and green behavioural rewards.
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Design meaningful rewards – Discounts, early access, exclusive events, or charitable donations.
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Communicate clearly – Use targeted campaigns to highlight your green initiatives.
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Track, analyse, and iterate – Optimise based on customer data and engagement results.
“Sustainability and education can go hand in hand,” says Dharmesh Bhana, Executive of Loyalty and Rewards at Nedbank. “Brands should integrate green behaviour incentives into the everyday customer journey.”
The Future of Loyalty Is Green
As climate concerns deepen and digital natives shape market trends, green loyalty is emerging as more than a CSR add-on — it’s a core business driver.
Companies that embrace environmental responsibility not only gain customer trust but also create scalable, future-ready business models. Green loyalty builds a bridge between profit and purpose, helping businesses do good — and do well.
Want to learn more or start your own green loyalty journey? Explore Comarch’s insights and solutions at www.comarch.com.
Source: Comarch
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