A new $700 billion opportunity has emerged from the unlikeliest of places: the bin. As sustainability goes mainstream, smart businesses are adding value to their brands by making sustainability cool, cost-effective and convenient.

Recyclebank is a New York City-based start-up that seeks to incentivise eco-friendly behaviour by awarding its users points for performing green actions. These points can then be redeemed for discounts and deals from the company's partner businesses.

As Millennials increasingly perceive ownership as a burden, car-sharing companies like DriveNow are changing the game. From Dusseldorf to Munich, they’re catering to an ever-growing percentage of young Germans for whom owning a car is no longer a viable or ‘cool’ thing to do.

A group of independent coffee shops in Washington have created a Disloyalty Card that rewards people for straying from their routine coffee shops. The card rewards loyalty to independent coffee shops over single outlets.