31 May '11, 2pm

Recyclebank and the Greening of the Mass Market

Recyclebank and the Greening of the Mass Market

If a green ethic ever breaks out among the masses, there's a good chance we'll have Recyclebank to thank. The seven-year-old company, backed by some A-list venture capital firms, is hellbent on nudging millions of people along a greener path, and making a bundle along the way. It just may pull it off. In a nutshell, Recyclebank provides incentives to households that recycle and take other green measures, rewarding them with points that can be redeemed for discounts and coupons from national and local brands and retailers. Points also can be donated to support environmental education in schools. It's the "carrot" end of the carrot-and-stick motivation metaphor. The challenge, of course, is to get enough people doing enough things that actually moves the needle of environmental progress. Nudging the masses is no small task. As I've written extensively over the years, America...

Full article: http://www.greenbiz.com/blog/2011/05/31/recyclebank-green...

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