# Green Coffee Incentives 'Karma Cup' is the Starbucks Paper Cup Contest Winner By Vittoria Natarelli | Published 2010-06-18 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/karma-cup References: [designtaxi](http://www.designtaxi.com/news/32079/Starbucks-Sponsored-Paper-Cup-Challenge-Announces-Winners/) & [jovoto](http://www.jovoto.com/contests/drink-sustainably/ideas/4751) The winner of the [Starbucks](https://www.trendhunter.com/trends/collaborative-reuse-project)-sponsored BetaCup Paper Cup challenge, [Karma Cup](https://www.trendhunter.com/trends/karma-water-1), promotes the saying "what goes around comes around" very positively. Every time a customer of Starbucks brings a re-usable cup with them, they cross an X on a chalkboard in front of the cash register. Every tenth customer with a [reusable cup](https://www.trendhunter.com/trends/reusable-cups-promotion) receives a free drink. Conceptualised by Mira Holley, Nick Patridge, Gillian Langor, Mira Lynn, Zarla Ludin and Ruth Prentice, Karma Cup is a great way to cut down on coffee cup waste. Check out the winning entry in the gallery, along with some other interesting entries. ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 79% | Activity: 55% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### What's Driving This Trend - **Promoting Sustainable Practices:** Creating incentives for reusable cups and reducing coffee cup waste. - **Consumer Engagement Through Rewards:** Encouraging customers to bring reusable cups through a free drink reward system. - **Collaborative Innovation Challenges:** Sponsoring contests to find innovative solutions for reducing coffee cup waste. ### Who This Affects Most - **Food and Beverage:** Opportunity for coffee shops and restaurants to implement similar initiatives to promote sustainability and reduce waste. - **Retail:** Opportunity for retailers to partner with reusable cup brands and provide incentives to customers for choosing sustainable options. - **Packaging:** Opportunity for packaging companies to develop eco-friendly and reusable cup solutions. ## Related on Trend Hunter - [Reusable Cup Programs](https://www.trendhunter.com/trends/collaborative-reuse-project.md) - [Sustainable Compostable Coffee Cups](https://www.trendhunter.com/trends/better-cup-for-all.md) - [Complimentary Reusable Cafe Cups](https://www.trendhunter.com/trends/red-cup-day.md) - [Iconic Reusable Red Cups](https://www.trendhunter.com/trends/reusable-red-cup-giveaway.md) - [Reusable Holiday Cup Giveaways](https://www.trendhunter.com/trends/free-reusable-red-cup-giveaway.md) - [Eco-Conscious Coffee Programs](https://www.trendhunter.com/trends/costa-coffee-3.md) - [Home-Compostable Coffee Cups](https://www.trendhunter.com/trends/home-compostable-coffee-cups.md) - [Coffee Kindess Initiatives](https://www.trendhunter.com/trends/cambio-roasters.md) - [Urban Coffee Carriers](https://www.trendhunter.com/trends/coffee-carriers.md)