Recycling

Why we do it, when we do it, who should do it

Inspiring consumers to recycle

Do you ever think about what happens to recyclable materials after you drop them at the recycling bin? If not, please do: current research shows that showing how recycled materials can be given a new life inspires consumers’ recycling intentions and behaviours. In a series of experiments, the study shows:

• Consumers who are confronted with a product transformation message (i.e., what happens with the recycled material afterwards) are significantly more likely to dispose waste in a recycling bin than into a general trash bin (see figure).
• Recycling behaviour increases even more if consumers see an advertisement that shows which new products are made from recycled plastic compared to companies that “just” inform about their recycling engagement.
• Click-rates for a Google-ad campaign of a Jeans brand were higher if the campaign included information on how old jeans get recycled (“transform jeans to insulation”) vs. no information on what happens with the disused pair of jeans.
• Providing product transformation information at recycling stations leads to more and more correct recycling.

Companies and institutions can positively influence consumer recycling behaviour with advertisements by illustrating how recyclables turn into new products. Especially for FMCG companies this style of push for a circular economy will help to motivate consumers to support the brands’ pro-environmental positioning.

Help consumers make environmentally conscious decisions

Recycling becoming wish-cycling

Consumer often lack information to make smart recycling decisions. 36% of consumers, even Eco-Actives (the most eco-conscious shopper group based on our WhoCaresWhoDoes initiative), are unclear on what can be recycled or where to deposit items that claim to be bio-degradable.

Plastic has an image problem

As shown by the differences in the chart, items made of plastic are perceived as much more detrimental compared to glass. While providing a clear-cut recommendation about the benefits of different materials is contingent on many factors (e.g. how often glass containers can be reused, type of plastic in the packaging, or distance to recycling facilities), it is clear that plastic is seen as the ‘evil’. Whether your products use plastic or not, ensure clarity of communication and labelling to ensure consumers make informed choices.

Shoppers want retailers to focus on waste reduction (packaging, product and supply chain)

Another finding from last year‘s WhoCaresWhoDoes survey: when shoppers are looking for a response from retailers on how to act more sustainably the top demand is to work on packaging.

This does not come as a surprise – we know that packaging is recognized as a product attribute strongly linked to sustainability. In addition, over 50% of shoppers think that reducing the price when shelf life is expiring would be a motivation to act more sustainably.