Besides the current focus on competition on providing the lowest price or the highest quality, we aim to develop a competition about having the lowest impact on the environment. This is the competition we thrive for. Besides accepting the card, we ask partners to hand out incentives when the user reaches a certain amount of points. This could come in the form of coupon codes for a discount when bringing their mug to a coffee place. In this way, we aim to playfully motivate the user to start collecting as many points as possible to get access to incentives that can help him or her become more and more sustainable. Another way of spending points is by donating them to a charity organization that we partnered up with. When they donate their points, we convert them into money and donate it to the chosen charity. In return, they will promote our business on their social platforms and websites. Therefore, we benefit from their reach, and they gain donations from our work. The overall motivations of these partners are to maximize the impact on CO2 reduction. Against the prejudice that every business is doing partnerships to gain more money, we seek partnerships that benefit from each other in the sense of sharing knowledge, reach and impact. This is important to us and will also influence the choices we make when choosing suitable partners. We do not want to work together with firms that contradict our value proposition. Examples of possible partnerships are PETA, Fridays for future, diverse bulk shops, Alnatura, but also some rather unexpected retail chains like Jumbo or Albert Heijn. By partnering up with these kinds of shops, we hope to reach more people, make sustainable shopping more attractive, and finally benefit from a wider community of consumers who are motivated to reduce their impact on climate change. 29
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