Recycling is still a “middle class affair”

Research carried out by the NCC, an independent body funded by the Department of Trade and Industry that champions the interest of consumers, said that consumers need more access to sustainable goods and services.

Produced in association with the MORI poll and sustainable development consults Futerra, the NCC report, Green choice: what choice?, draws on the views of consumers throughout England into what motivates them to behave in a sustainable way. While 90% said they were “happy to do their bit”, the report found that the reality is that habit, confusion, convenience and cost often override concerns about the environment.

While local authorities are rolling out kerbside recycling services across the country, providing services for high-rise properties and estates has been less common because of the difficulties involved. The report found that only a third of people on low incomes (33%) have kerbside recycling, compared to an overall average of over 40%. The NCC report said that environmental policies need to meet the needs of disadvantaged consumers with better facilities and targeted information.

Commenting on the report's findings, NCC chief executive Ed Mayo said: “Choosing green is still a middle class affair, but there is an untapped opportunity to get everyone involved.”

Short-term benefits
The report also recommended that “any policy measures that rely on consumers' voluntary action or goodwill need to minimise inconvenience and have tangible short-term benefits for their households or local environments”.

The NCC said that for low-income households to buy recycled goods, prices have to be seen to compare with non-recycled equivalents and the goods themselves have to be more widely available.

Mr Mayo explained: “People need more carrots than sticks – so environmentally friendly products need to be fairly priced and readily available. Consumers told us that they would like to see an end to unsustainable goods – for example, only having recycled kitchen roll on sale. They also want an end to ridiculous over-packaging on products.”

Consumers surveyed said they want to see the government taking the lead in promoting sustainable consumption with legislation to enforce sustainable when necessary.

A full copy of the report, Green choice: what choice?, is available on the National Consumer Council website.