Targeted communications could increase recycling

The study, carried out by M.E.L. Research and published last week (June 17) looked at the recycling behaviours of north London residents, in order to shape future communications strategies on behalf of the Authority.

NLWA and the seven north London boroughs have a shared target to increase recycling from the current rate of 30% to 50% by 2020.

According to the research, there are two distinct target groups of people at which communications campaigns can be aimed in order to have the most positive effect on recycling rates. These groups are Aware but Inactive & Contemplated but not Engaged or Intermittent & Trying their Best.

It adds that people in the first grouping, Aware but Inactive & Contemplated but not Engaged, tend to perceive recycling as too much effort and find it difficult to see the personal benefit in doing it. The research suggests that for this group, simple, direct messages reinforced over an extended period of time are more effective. These should use an enabling tone to dispel the idea that recycling is a lot of extra effort.

Meanwhile, for Intermittent & Trying their Best recyclers, barriers to increased capture rates include knowledge about what can and cant be recycled through kerbside and communal collections. The research adds that this group needs communication strategies based on motivating residents and should include directional imagery and practical tips.

Target

Councillor Clyde Loakes, chair of the NLWA, said: As Recycle Week celebrates its tenth anniversary this June, NLWA is even more determined to support north London residents to recycle all they can to make sure we hit our 50% target by 2020.

Our research suggests that some residents dont recycle all the materials they could and they dont recycle consistently, so there are big gains to be made here. We know these residents want to be seen as recyclers and they want to make a difference so our communications activity this year will focus on providing them with practical advice and support to show them how easy it is to do more.

Meanwhile, the findings also suggest that although individual councils are best placed to carry out on the ground engagement work, waste disposal authorities (WDAs) can improve recycling rates by carrying out area-wide communications activity.

And, it adds that while traditionally communications have focused on converting non-recyclers, the research suggested that bigger gains could be made in targeting those residents who are already engaged in recycling but who could do better.

The NLWA is made up of London boroughs of: Barnet, Camden, Enfield, Hackney, Haringey, Islington and Waltham Forest.