can collect points to increase their share of the profits by using the services provided across the whole family of businesses. In 2008, the dividend almost doubled to £38 million, equivalent to 2.63p per point (one point being earned for each £1 food purchase), reflecting an 8% increase in underlying profit. Group membership increased sharply in the first year after the relaunch, to 2.5 million with many more young people who have an affinity with the co-operative values and principles attracted to join. In 2007, the Oxford-based Midcounties Co-operative became an affinity partner of the group's membership scheme, allowing its members to earn dividend at Co-operative Group stores and vice versa. Since then, other independent co-operatives have joined the reciprocal membership dividend scheme, including Central England Co-operative (merged from Anglia and Midlands who joined in 2008 and 2010 respectively), Southern Co-operative (2009) and Chelmsford Star Co-operative Society (2009). Southern Co-operative withdrew from the affinity partnership scheme in 2021. This reciprocal membership agreement means members of these societies can earn membership points at more than 90% of UK co-operative outlets. Dividend payments are made at the rate of the society where the points were earned, not the society of the member, although the member's society is responsible for distributing the payment. Current membership scheme The current co-op membership scheme was launched in September 2016 and rewarded members with 5% of what they spent on own brand products and services being credited back to their membership account. A further 1% was donated to a local charitable or community cause which the members help to select. Additionally, it is expected that members will still earn their share of the profits when the member dividend returns. Though the independent societies have not participated in the 5+1% scheme, members can earn the points (from which the profit share is derived) at five of the largest consumer's co-operatives within the UK owing to the reciprocal membership scheme (described above). On 30 September 2020, the co-op changed some of the rewards associated with membership. This increased the community reward to 2% but reduced the member reward from 5% to 2%; the change still calculates rewards when co-op branded goods are bought. An app was also launched which allows immediate discounts and offers to be activated, exclusively for members. Ethical trading and campaigning As the UK's largest co-operative, the group plays a key part in the co-operative movement.