Ice Ice Baby

I've just come across a new initiative that introduces more incentive for us in the UK to reduce our carbon footprints, which seems like a great a idea.


http://www.myice.com/


It's a points reward scheme, gifting shoppers with a certain number of points for their purchases. But the purchaser must part with their money for items that are sustainable. Some of the arguments against this are by those who believe we need to cut down our rate of consumption, not reward it. I would agree with this on principle, but we're creatures of habit in a consumerist world, easily manipulated by excessive advertising and clever marketing, and we will continue to buy things.


So why not choose to buy the things that have less of a detrimental impact on our environment? The Ice initiative offers consumers a range of shopping options that deliver a more sustainable product. The partners involved in the scheme are in categories that make the shopping experience transparent, and the website is full of information about why choosing certain products, such as solar panels for the home and organic and eco-friendly baby clothing and toys, are a good idea.


Buying as a member of Ice rewards you with points - 15 points for every £2 spent - which can be spent at any time on other sustainable and energy saving products and services. According to the website, "Ice brings you a wide range of retail partners offering environmentally friendly products from everyday essentials to enticing gifts and treats. Choose from businesses large, small and local; we are constantly adding new partners to Ice".


The latter point about where you can spend your points is crucial in differentiating this rewards scheme with others, such as Tesco's, which allows you to spend the points that you collect (by using your own shopping bags instead of the plastic ones) on air travel. Dolts.


When I worked at Tesco a few years ago, if I forgot to add points to a person's receipt, I would nearly die from the daggers shot at me by customers who collect points to spend on said air travel or other heavily wrapped goods from the store. Clearly, their motivation was selfish. But then, so is the Ice initiative. To a point. 'What can I get for spending my money on more environmentally sound products?'


After purchasing any of these available products, awareness will be raised a little more. Yes, we are still buying too much, but we will be more aware of what is available to us to limit - or at least lessen - our harmful impact.


Incentivising consumers to be more aware and responsible is, I think, a great step towards protecting our world.