My Home Town

MyHomeTown is a Clubcard for a town that ploughs its profits back into the community. This means that the people who benefit from local spending are local businesses who employ local people and probably buy local materials.

Because it works with other non retail organisations as well - like bus companies, football clubs and the local health authority - it can reward people who don't shop out of town, or who travel to work by bus, or better still who walk to work.

It works by looking at what it costs to change the individual habits that cost government or businesses money, and helps these organisations work together to offer very attractive rewards to people for altering these habits so that over time the system doesn't cost as much to run.

Its distinguishing feature is that it doesn't allow every organisation to connect with those on its database. Only those that are able to demonstrate how they can make individuals 'healthier, wealthier or happier' are given access - and even then individuals will still have the right to choose who they want connecting with them.

Rewards are therefore only permitted for things that help people to learn more about the benefits of looking after themselves, their family and their community.