The government or retailer always settles the paid-out points in euros, so that all points in circulation are always covered by the equivalent value in euros. The government pays for these costs from its policy budget, and retailers from their marketing budget. Several parties from the chain (e.g. the retailer and brand producer) can also form partnerships to share the costs of the points. Points can always be earned and cashed in by the citizen for clean and efficient products, insulation materials, climate-neutral products, regional products, waste prevention and waste separation, sustainable products and services, the use of public transport, voluntary work within the cultural sector, tickets for the cinema, theatre or museum, music classes, healthy food, admission to swimming pools, sports club memberships and so forth. Businesses that accept the points can then convert these into euros at the organization operating the scheme. Consumers can also donate these points to affiliated organizations. Households receive an incentive from the reward to change their behaviour and life style in favour of sustainability. They make more use of the cultural sector, sports, and other amenities. It also helps households to save costs. Tourists opt more often for local restaurants, local cultural offerings and visits to local farmers. Shops see an increase in their sales and profits in the ‘sustainable’ segment. In addition, specifically targeted advertising is possible because Sustainability Rewarded gives the retailer insight into the purchasing behaviour of consumers and particularly that of their own customers. The Municipality gets access to a cost-effective and tried-and-tested set of instruments to realize policy. Rewards are more effective and also more cost-effective than information campaigns. It stimulates the regional economy. An added bonus is that the municipality gets better information about the impact of their subsidy euros. 24 Pagina 29
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