How Italia promoted cashless during the Christmas Holidays

Consumers in Italy can now receive an automatic 10% refund into their bank account for cashless in-store payments made using a credit, debit or prepaid card or payment app between now and the end of the year — as long as they make at least 10 digital transactions during the period.

The Italia Cashless initiative will then continue into 2021, with the addition of a Super Cashback competition for those making the highest number of cashless in-store purchases in a six-month period, as well as weekly, monthly and annual virtual Receipt Lotteries for both purchasers and merchants.

“Italia Cashless is the plan developed by the government that rewards those who do not use cash in purchases: in fact, those who use credit cards, debit cards and apps will have part of the expenditure made reimbursed,” the Italian government explains.

“The goal is to modernise the country by promoting the development of a faster, simpler and more transparent digital system.”

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The cashless society from an ethical point of view

The debate about the move towards a cashless society has been at the center of the scene for several years, now. Various angles have been taken by economists, politicians, banking institutions and sociologists. Beyond the technicalities of the debate, lies the question of freedom, of inter-citizen solidarity and of governmental responsibility. The debate cannot remain in the hands of financial specialists, it is first and foremost an ethical, political and societal issue.

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