Launched in 2011, Riding Green is a Los Angeles-based environmental organisation which aims to encourage "Angelino bar goers to reduce their carbon footprint by taking public transportation".
To help it achieve this, Riding Green has partnered with a number of bars across the city - all of which are conveniently located near to major public transportation hubs - to offer food and drink discounts to those individuals who use public transport rather than cars. Customers simply have to prove that their journey was undertaken via public transport, typically by producing a ticket stub or TAP pass.
Emphasising the dual benefits it brings - through individuals being able to save money and consume in a more eco-friendly manner - Riding Green says it hopes to change the mindset that Los Angeles is "a city of cars".
What we see here, then, is an interesting meeting between our Discount Forever and Environmentalism trends. And as the decade evolves, we might expect the notion of green discounts to become more and more mainstream.