See how three forward-thinking brands are using loyalty programs to reward sustainable choices, drive customer engagement, and make a real impact on the planet.
A growing number of customers are conscientious about how their habits impact the planet. Research from NielsenIQ found that 78% of consumers say a sustainable lifestyle is important to them; 30% are more likely to purchase products with sustainable credentials.
Sustainability is no longer just a buzzword. Today’s shoppers are more discerning than ever: they’re quick to spot greenwashing and favor products that make legitimate environmental, social, and governance (ESG) claims over those that don’t.
This increasing demand presents a unique opportunity for brands to not only meet these expectations but also enhance loyalty through sustainability-focused programs. These programs serve as a powerful tool for rewarding customers who make sustainable choices, deepening connections while promoting eco-conscious behavior.
Consumers want to support brands they can feel good about. Sustainable brands, like the ones highlighted here, make it easier for customers to choose their products over competitors. Loyalty programs add the cherry on top - rewarding customers for purchasing from companies they already support.
But what if loyalty programs could do even more?
What if they could directly promote sustainability by rewarding customers for their eco-friendly choices? This is where brands can get creative - encouraging sustainable actions while further deepening customer relationships.
Loyalty programs are a powerful way to engage customers, but how do you create one that aligns with your brand’s goals? Book a demo with Influence to see how our flexible loyalty tools can support your strategy.
Let’s explore how some of our customers are using loyalty programs to actively contribute to a more sustainable future.
A sustainable brand operates without negatively impacting the environment, community, or society as a whole. Sustainable brands consider the economic, environmental, and social impacts of their actions while still aiming to be profitable.
There are several ways, both big and small, that businesses can be more sustainable. Some changes are as simple as using recycled or reusable packaging, while others can be more innovative - such as committing to renewable energy sources and implementing energy-efficient systems throughout the supply chain.
Ideally, sustainable brands achieve what’s known as “the triple play.” The triple play refers to three key elements: growth, profit, and sustainability.
Companies that successfully implement the triple-play strategy often outperform their peers across three key metrics:
Research also shows that companies with high environmental, social, and governance (ESG) ratings have lower cost of debt and equity.
The bottom line? Sustainable brands aren’t just good for the planet; they’re also profitable.
It’s easy to see why. Customers want responsible businesses. A survey by Deloitte found that one in three consumers claimed to have stopped purchasing from certain brands due to ethical or sustainability-related concerns.
With these clear benefits in mind, let’s look at three sustainable brands that have leveraged loyalty programs to pursue their mission, values, and sustainability goals.
Beauty Kin is a beauty brand dedicated to responsible sourcing and cruelty-free standards. This UK-based brand particularly focuses on bar-based skincare solutions.
Beauty Kin leads with its promise to deliver bars that are kind to your skin and the planet. This promise is backed by a series of certifications, including:
Cruelty-Free International Certified: Beauty Kin’s products are Leaping Bunny approved, meeting stringent cruelty-free standards that surpass legal requirements.
Vegan Society Certified: Fully accredited by The Vegan Society, ensuring that no products or ingredients are tested on animals, with a cruelty-free supply chain.
RSPO Certified: Their Clarifying Bar features Responsibly Sourced Palm Oil, supporting sustainable farming and fair wages. They also source coconuts from suppliers that avoid unethical labor practices.
Canopey Verified: Recognized by Canopey for comprehensive sustainability practices, including carbon emissions, plastic use, and water waste.
Of course, it’s what’s inside the counts, but Beauty Kin products also use recycled packaging and take 90% less water to manufacture compared to gels and liquid soaps.
Beauty Kin is committed to transparency, listing every ingredient and what they do on their website’s product pages.
Since starting with Influence, over 3 million points have been awarded to date.
Beauty Kin’s rewards program uses a points-based structure to reward participants for placing an order, following their social media pages, sharing UGC, and more.
Customers can immediately get points just for signing up for the program; they also get points on their birthdays. Higher-value activities, such as social media engagement and reviews, net up to 300 reward points.
Beauty Kin also incentivizes bringing friends into the program with a referral bonus. Participants who refer a friend get a £5 reward; the person who they refer gets £5 off their first order. It’s easy to participate: users can copy and paste a unique referral code below or click on an icon to share.
Points can be traded in for discounts (1000 points = £10 off coupon). Beauty Kin has created an exclusive portal for tracking points.
Users can log in and see their progress at any time, and even earn 300 points simply for creating an account. It’s a win-win for the beauty brand and its users.
Beauty Kin already champions responsible beauty with its cruelty-free, vegan, and sustainably sourced products. But by integrating sustainability-focused rewards into their loyalty program, they could further inspire eco-friendly habits while deepening customer engagement.
Here’s how Beauty Kin could take their mission to the next level:
Mechanic: Launch monthly social media challenges like #NoPlasticChallenge or #ZeroWasteBeauty, encouraging customers to share their eco-friendly routines or hacks.
Reward: Award extra points (e.g 100–200 points) for customers who post photos/videos with Beauty Kin products using specific hashtags.
Outcome: Drives organic brand awareness while prompting customers to think creatively about reducing waste and making sustainable choices.
Mechanic: Customers snap a quick photo (or scan a QR code on the recyclable packaging) and upload it to confirm responsible disposal.
Reward: Award 50 - 100 extra points for verifying proper recycling or composting.
Outcome: The campaign has a positive impact on consumer behaviour - encouraging more sustainable practices, whilst also reinforcing Kin Beauty’s brand values
Nuole is a brand offering sustainable hair and body care products with compostable packaging and refillable solutions.
Nuole was founded to solve the problem of carbon emissions related to transporting liquid soap worldwide. For background, liquid soap is 80% water. It’s heavy to ship liquid soap around the world: Nuole estimates that 30,000 tons of CO₂ are emitted just through transporting soap.
Nuole has created powdered soap to which customers add water at home, saving 85% of CO₂ emissions compared to conventional liquid soaps.
Products are also developed and made in Switzerland with local ingredients, reducing delivery routes.
Nuole considers ingredients and packaging in its sustainability strategy. Customers buy one reusable bottle and can purchase refills to cut down on plastic waste.
Ingredients consist of powerful plants and prebiotics, with an entire list of no-go ingredients that are avoided for their ecological impact.
Nuole primarily leverages Influence’s referral features. When someone shares their unique referral link with a friend who completes a purchase, both parties get a 33% off coupon.
Nuole has created a dedicated landing page with the program’s complete information in one place.
Referral programs are proven to recruit new customers. Referral marketing leverages the trust and personal connections of existing customers, as well as rewards everyone involved.
The new customer gets introduced to products they’re likely to enjoy, the existing customer gets rewarded for their recommendation, and the brand gets both new customers and long-term loyalty for minimal spending.
[Read more about referrals: How SHEKO Combats High Acquisition Costs Using Referrals]
Nuole has already taken a bold approach to sustainability by reducing carbon emissions and eliminating unnecessary plastic waste. However, by expanding their loyalty initiatives to further incentivize sustainable choices, they could strengthen customer engagement while reinforcing their eco-conscious mission.
Here are a couple of ways Nuole could take their efforts even further:
Mechanic: Customers who purchase refill packs instead of single-use plastic bottles receive double reward points.
Reward: Incentivizes repeat purchases while promoting sustainable shopping choices.
Outcome: Reduces plastic waste and encourages long-term commitment to eco-friendly refills, strengthening brand loyalty, increasing repeat purchases, and positioning Nuole as a leader in sustainable retail.
Mechanic: Customers return used refill packaging for proper disposal or reuse through a take-back program.
Reward: Award extra points to those who participate in the recycling initiative.
Outcome: Creates a more circular system, preventing waste from reaching landfills, and reinforces Nuole’s commitment to sustainability.
Koh is a cleaning brand dedicated to providing safe, eco-friendly cleaning solutions that protect both families and the environment.
With a "Reduce, Reuse, Recycle" approach, Koh challenges the cleaning industry norms by offering universal products that replace multiple items, reducing the need for excess in the home.
Their professional-grade cleaning tools are built for durability, designed to be reused, and reduce single-use plastics significantly - preventing over 19 million plastic bottles from entering landfills.
Koh's innovative refill pouches are also 100% kerbside recyclable in Australia, utilizing award-winning Roll’n’Recycle technology.
Beyond packaging, Koh’s solutions are formulated without harsh chemicals, synthetic fragrances, or fumes, ensuring safety for sensitive users.
They hold certifications from Asthma Australia’s Sensitive Choice Program and Allergy UK, making their products ideal for families with asthma or allergies. Their GECA certification further underscores Koh’s commitment to high environmental, social, and health standards.
Koh also gives back through several initiatives.
For every order, they rescue the equivalent of three 500ml plastic bottles from reaching the ocean, partnering with Plastic Bank to support communities in need while reducing ocean plastic.
Since 2020, Koh has also worked with Eden Reforestation Projects, planting a tree for each order to combat deforestation and support reforestation efforts in Nepal, Africa, and Indonesia.
Koh’s referral-based loyalty program empowers customers to join and grow the Koh community while enjoying exclusive benefits.
Participants earn a $25 discount for every friend they refer who places an order over $50, and their friend receives $25 off as well.
This win-win model reinforces Koh’s commitment to a safer, more sustainable approach to cleaning while rewarding loyal customers for spreading the word.
Koh has already made impressive strides in sustainability, but there’s always room to push the boundaries further.
By integrating more eco-friendly initiatives into their loyalty program, they could deepen their impact while rewarding customers who actively support their mission.
Here are two ways Koh could enhance its sustainability efforts:
Mechanic: Customers return empty pouches for proper recycling through a take-back program.
Reward: Award points or discounts to customers who participate in the initiative.
Outcome: Reduces waste, fosters a circular system, and strengthens loyalty among eco-conscious shoppers.
Mechanic: Customers who choose refill-only purchases earn extra reward points.
Reward: Encourages long-term commitment to sustainable shopping habits.
Outcome: Minimizes packaging waste while reinforcing Koh’s mission to reduce environmental impact.
Sustainability and loyalty go hand in hand, driving real-world business success.
When integrated thoughtfully, sustainable loyalty programs do more than reward purchases - they foster stronger emotional connections, encourage responsible consumer habits, and turn customers into long-term advocates.
By making it easy and rewarding for customers to act sustainably - whether by recycling, choosing refill options, or redeeming points for environmental causes - brands can create a more meaningful engagement.
Companies like Beauty Kin, Nuole, and Koh exemplify this approach, rewarding eco-conscious behaviors and building communities that value both sustainability and their brand.
To successfully integrate sustainability into your loyalty program, the key is to make eco-friendly actions seamless and rewarding:
A well-designed sustainable loyalty program doesn’t just benefit the planet - it strengthens brand trust, enhances customer engagement, and sets your business apart.
By embedding sustainability into the customer experience, brands create a win-win scenario for both their business and the environment.
Loyalty programs that reward sustainable actions - such as choosing eco-friendly packaging or participating in recycling initiatives - drive long-term behavior change and deepen customer commitment.
More than ever, sustainability is a competitive differentiator. Brands that make it a core focus build trust, foster advocacy, and attract a customer base that values ethical practices.
By integrating sustainability into loyalty strategies, brands turn one-time buyers into lifelong advocates - for both their products and the planet.
If you’re inspired by the loyalty programs you’ve seen today, get started with Influence today on Shopify in five steps or launch on BigCommerce, also in five steps. Or, if you'd like to chat with our team, book a demo to see Influence in action.
