The NU card scheme is the first technologically advanced incentive system for sustainable behaviour and consumption. Every cardholder buying a product or service from a shop that participates in the NU savings programme receives NU points. These points are automatically credited to their chip cards by means of a terminal placed by the NU card scheme. Cardholders can redeem the points they have saved for sustainable rewards at participating firms. In other words, sustainability is promoted on two fronts: when the points are saved and when they are spent.