Loyalty points may not change the world, but they do show a way forward that can make all the difference for sustainability, rewarding people for shopping ethically, shopping locally and behaving in a sustainable way. Economic purists may not like it because it complicates the balance sheet; they sometimes object to the ideas of new kinds of money. Environmental purists may not like it because people should be behaving like this anyway, but Rotterdam is probably a better place to live as a result.
