Localised feedback boosts recycling participation

A study by the University of Surrey recommends councils providing regular feedback for households taking part in kerbside recycling schemes, adapted to a “very local level”.

”Campaigning at a real grassroots level in recognisable local communities is extremely effective. “
– Ian Westgate, Guildford borough council
Academics from the University's Psychology Department found that appealing to people's competitive spirits produced some radical improvements in participation levels for local recycling schemes.

The researchers said the most effective form of communicating with residents was to show that a certain street or neighbourhood was not doing as well as another street or neighbourhood at recycling its waste.

In one experiment, participation rates in Guildford's kerbside recycling scheme rose from 50% to 90% – and remained high (80%) even after the feedback had been discontinued.

The report summing up the work supports the idea that social pressure can be a powerful tool to urge non-recyclers to get involved in kerbside schemes.

Impact
Report authors Dr Dennis Nigbur, Dr Evanthia Lyons, Professor Uzzell and Rachel Muckle said: “When neighbours visibly recycle and/or feedback indicates that others in one's street recycle, there is a high impact on the likelihood that non-recyclers will start to use the kerbside collection scheme.”

Guildford borough council has already reached a recycling rate of 33%, and has said the results of the research it has commissioned have been “enormously helpful” in the development of future recycling plans.

Ian Westgate, recycling officer at Guildford borough council said of the study: “It provided incontrovertible proof that campaigning at a real grassroots level in recognisable local communities is extremely effective.

“We have worked very hard to develop our &#39C;ommunity Recyclers Scheme' in which over 100 local volunteers, armed with the results of this research and other help provided by our officers, are busy promoting our recycling services in their local communities. This work is now beginning to pay real dividends with our latest figures showing a recycling rate of 33% for the Borough,” Mr Westgate added.