I think you're looking through the wrong end of the telescope. Consumers want a joined up more purposeful experience which helps them express their new identity as people who care about the world around them.

Retailers are going to have to meet this demand by coming together as part of a coalition loyalty programme that accepts a common loyalty point which in itself is a measurement of their own social purpose.

Putting the customer at the heart of the retail experience means retailers - and the whole payments industry - having to accept that the customer wants it easier and better than it is now.

Expect dual and personalised pricing as a means of disguising discounts and incentivising contribution to the common good (and, from the vendors perspective, a means to be seen to be 'one of the good guys in business' and as a way to liquidate stock quickly and cost-efficiently).