Here at Jones & Co we’re always exploring ways in which we can reduce our impact on the environment. So, when we spotted this story – What’s the return on investment in a reusable coffee cup? – in the Financial Times the other day, we had to read more.

Apparently over 2.5 billion takeaway coffee cups are thrown away every year in the UK, many of which are impossible to recycle. And with the spotlight focusing on the huge amount of plastic (thanks Mr Attenborough!) ending up in our oceans, the tide of public opinion is beginning to turn.

Retailers are responding and encouraging coffee drinkers to bring their own reusable cup for their morning macchiato and rewarding them for doing so; some stores are offering up to 50p off a customer’s chosen beverage for example.

So how do reusable coffee cups link with investment? Well, there are lots of reusable cups out there priced from £1 through to £108 for a Bluetooth-enabled travel cup that will keep your drink at a constant temperature for up to two hours. Oh, and you can also customise it with a 24 carat gold lid and a recharging coaster!

But why on earth would you spend £108 on a reusable beaker? Easy. If you drink lots of coffee you’d actually only need to use the cup 220 times in Pret A Manger to break even on your initial purchase. After that, you’d actually start to save money with each drink you bought. And you’d obviously still have the smartest, coolest, most desirable reusable cup out there!

Want a quicker return? Then get your hands on a £1 reusable cup from Starbucks and start making your contribution to saving the planet – and adding to your bank account – with just one drink!