Coca-Cola highlights recycling scepticism

Many householders do not have an accurate understanding of recycling, or are sceptical of what happens to their waste after it is collected, a study commissioned by Coca-Cola Enterprises has claimed.

The study, which was carried out by the University of Exeter, and published today (March 31) also found that many householders said that they needed additional space in the home to house containers for recycling.

According to the research, recycling infrastructure in households must be adjusted with better design solutions. But, it found, aesthetics are a barrier to recycling, with few study participants willing to make room for a recycling bin.

The six-month study, Unpacking the Household, observed 20 families, couples and single-person households in the UK and France, and found that habits in the home have a significant influence on recycling rates.

Led by the University of Exeters Dr Stewart Barr, the study concluded that new thinking is needed to help break bad recycling habits and that the majority of households do not have an accurate understanding or are sceptical of what happens to waste once it has been collected.

Understanding

The report stated: The majority of households do not have an accurate understanding of what happens to waste once it has been collected for recycling. Householders view recycling as a linear, rather than a circular process. They often assume the recycling process ends when they discard an item.

For those who do think about their recyclables after they leave the home, there can be a degree of scepticism, with some householders questioning existing collection systems and referencing materials being sent to landfill or exported abroad for sorting or re-processing. This view is often compounded by negative media stories, with many participants recalling high-profile reports and documentaries around negative recycling processes.

This misconception and scepticism prevents people from understanding the true value of recycling, often leading to apathy, which represents a major threat to the overall success of the collection and recycling process.

Following the study, CCE is launching a WRAP-backed campaign Recycle for the Future with the aim of identifying why 75% of British and French people claim to always recycle plastic bottles at home, according to a YouGov poll, but recycling rates in both countries remain below the European average of 61%.

Campaign

The campaign includes an online challenge through design community website OpenIDEO which seeks to find solutions to encourage people across Europe to recycle more.

Dr Liz Goodwin, chief executive of the Waste & Resources Action Programme (WRAP), said: The UK has made fantastic progress in recycling over the last ten years and now recycles four times as much which means we now recycle more than we send to landfill. This is great news for the environment and economy, but theres still a lot more we can all do. The Recycling Challenge is a great way to stimulate debate, share expertise and encouraging creativity around recycling to create real change.

Joe Franses, corporate responsibility and sustainability director, Coca-Cola Enterprises, commented: Recycling is something in which we all have a role to play, and as one of the worlds largest independent Coca-Cola bottlers we recognise we have a responsibility to address todays social and environmental challenges.

“While we can leverage our experience and expertise to educate and inspire consumers to recycle more often, we recognise we dont have all the answers. So, we are collaborating with other thought leaders, and the best creative minds in the OpenIDEO.com global community, to help generate ideas that could deliver real change in at-home recycling habits.