Incentives are powerful. But when it comes to sustainability, they can also be complicated.
How do you reward customers for doing the right thing — without making it feel like just another transaction?
At Utilitarian, we call this balance Purpose before Payoff.
Because rewards only work when they’re rooted in meaning.
When customers understand why their small action matters, the incentive becomes reinforcement — not the reason.
Circularity relies on people doing one extra thing: returning a product instead of discarding it.
It’s not hard — but it’s easy to forget.
The goal isn’t to make people chase a discount; it’s to make participation feel worth it.
If we want to scale Circularity - EVERY drop-off must framed as part of something bigger — a system that keeps materials in use and harmful waste out of landfill.
Collecting the data with Utilitarian is simple, when in store it involves scanning a code, snapping a photo, and entering an email takes less than 30 seconds. It turns a simple action into a measurable outcome - but it is still an action - we need to explain why, and what is in it for them.
By connecting purpose first, payoff second, stores can build programs that customers trust — and return to.
Every drop-off is an opportunity to build a relationship, not just recycle.
Collecting emails and participation data transforms circular programs from cost-centres into growth systems.
It helps retailers:
Reconnect with customers. Many returns happen after a purchase — but we don’t always know where that new product was bought. Email data shows who’s coming back and who’s new to the brand.
Understand buying cycles. Insight into when customers replace or upgrade products helps plan promotions, trade-ins, and service campaigns.
Grow repeat visits. Customers who scan are more likely to return when they see the impact of their action — or receive a reward for doing it again.
Prove performance. Participation data feeds ESG reports, marketing, and store recognition.
And in industries now facing Extended Producer Responsibility (EPR) requirements — like batteries in New South Wales — data isn’t just valuable; it’s essential.
Circularity is becoming business as usual. Capturing customer information makes it sustainable and cost-effective.
For customers, the scan is more than a step — it’s the moment they see their effort counted.
By taking 30 seconds to scan and provide an email, they help:
Ensure their old gear is recycled correctly — AI image checks confirm the right products and materials go in the right box.
Track materials beyond collection — proof that their contribution has impact.
Join hundreds of others already part of the store program - social reinforcement goes a long way.
Receive updates or rewards that make returning next time even easier.
Purpose comes first. The payoff follows naturally.
The missing R in circularity is Relationship.
And it starts with Purpose before Payoff.
Circularity, Made Simple.