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LoyaltyOne launches Air Miles for Social Change division

Toronto-based LoyaltyOne has launched a new division within its Air Miles loyalty program called Air Miles for Social Change. The division will seek to create consumer incentives to conserve energy, use public transit and reduce waste production through partnerships with government agencies, energy utilities, transit service providers and non-governmental organizations. The division will form such a relationship with the Ontario Power Authority in April. LoyaltyOne has previously tested the concept with the Edmonton Transit System, Bullfrog Power and the City of Toronto. "The Air Miles Reward Program has over 17 years of experience analyzing and affecting consumer behavior," said Pietro Satriano, president of Air Miles. "We formed Air Miles for Social Change with the distinct mission to help organizations more effectively inspire socially responsible lifestyle choices among Canadians by harnessing the reach and power of Air Miles reward miles. With our reach into more than 10 million households, this division has the potential to move the meter on sustainability and conservation in Canada."

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