Loyalty One

Toronto residents safely dispose of hazardous and electronic waste – in return for reward miles

Key Insights 
AIR MILES reward miles represent a compelling and cost-efficient way of motivating people to follow through on what they already know is the right thing to do. The Toronto experience makes clear that a valued reward can make all the difference in promoting the safe disposal of hazardous and electronic waste and, by extension, in driving a whole range of programs aimed at building more sustainable communities.

Business Challenge
As background, The City of Toronto had been operating a mobile service to help city residents dispose of household hazardous and electronic waste. However, despite the convenience of having specially-outfitted vehicles available for home-pickups of paint, chemicals, medications, electronic goods and other dangerous items, residents’ use of the well-publicized service was below desired targets. Waste management officials were concerned that far too much electronic waste and toxic substances were making their way into the regular garbage stream, posing an environmental hazard at already overburdened landfill sites.