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RecycleBank and Idea Couture Partner to Reinvent the RecycleBank Consumer Experience

Written by RecycleBank
Published: July 13, 2010

NEW YORK, NY (July 13, 2010) – RecycleBank, the premier rewards program that motivates people to take greener actions, like recycling and home energy conservation, is partnering with Idea Couture, a leading strategic innovation and experience design firm, to reimagine and redesign RecycleBank’s consumer experience.


“We’re delighted to be collaborating with Idea Couture and we view them as thought partners,” said Ian Yolles, Chief Marketing Officer for RecycleBank. “They will add to our innovation agenda and the strong consumer focus we’re building resulting in a significantly enhanced consumer experience and additional value for our marketing partners.”


As the first phase of the design exploration exercise, Idea Couture has finished conducting Green Living Consumer Context Labs- a series of ethnographic explorations and co-creation sessions with consumers to uncover their attitudes and behaviors towards green activities. Idea Couture researchers have been talking to a diverse cross-section of RecycleBank members and non-members to learn what becoming greener means to them, how green behaviors are practiced, and the real-world obstacles to greater involvement. The Consumer Context Lab approach to research gives consumers an active voice in the design of new products and services and will help RecycleBank deliver an enhanced consumer experience.


"One preliminary insight is that most of the people we're meeting with and talking to are very passionate about becoming more green," says Dr. Morgan Gerard, Chief Anthropologist at Idea Couture. "Whether they're members of RecycleBank or not, many of them face similar obstacles- cost, convenience, infrastructure, the power of old habits and lingering confusion over just what is and isn't green are all inhibiting factors. Our research aims to provide deeper insights to overcome these challenges and support the design of a meaningful experience.”


“The insights from the research will inform the prototyping and design of a new and invigorated RecycleBank consumer experience that will strengthen the quality of engagement,” says Edwin Lee, Head of Strategy at Idea Couture. “We are thrilled to be working with such an innovative company, helping to capture consumers’ imagination and motivate them to make greener choices”.


For more information about RecycleBank visit


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About RecycleBank
RecycleBank® motivates people to take greener actions and rewards consumers with points that can be redeemed from participating local and national business partners. Through collaboration and innovation, RecycleBank is helping to create a culture that encourages people to take simple steps towards greener lifestyles like residential recycling, electronic-waste recycling, home energy conservation and more. We believe that making greener choices shouldn’t at all feel like a trade off—it should be a trade up—and RecycleBank rewards its members every step of the way. RecycleBank currently provides service to over one million people across the U.S. and the U.K. and has been recognized with a number of business and environmental awards, including being named as a Technology Pioneer by the World Economic Forum, as a Champion of the Earth by the United Nations Environmental Programme, and for Outstanding Excellence in Public/Private Partnerships from the U.S. Conference of Mayors. RecycleBank is headquartered in New York City. For more information, visit

About Idea Couture

Idea Couture is a global strategic innovation and experience design firm. The company brings together inter-disciplinary thinkers to fill the void in the marketplace between strategic consultants, customer insight firms and design studios. Idea Couture combines the power of D-School + B-School™, design thinking, social technologies and deep customer insights to help transform businesses. Idea Couture works across a broad spectrum of industries, including fast-moving consumer goods, electronics, telecommunications, healthcare, financial services, media and publishing, and luxury goods. Clients include Fortune 500 companies in the US, Canada and Europe and China. The company is currently expanding its global footprints and opening offices in Shanghai and Mumbai. For more information, visit



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