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Improving Public Understanding of Waste Prevention
Recycling is only the third best option when it comes to reducing the environmental impact of what we buy, use and dispose of. Much bigger gains come from buying less stuff in the first place and using stuff again, and again, and again. However, most people are not extensively engaged in waste prevention behaviours and think that recycling is the best thing they can do to reduce the environmental impact of the things they buy.
Designing better, insight-led communications, that increase understanding of waste prevention, is an essential part of encouraging the uptake of these behaviours.
In our latest research we explore how to communicate with people effectively about waste prevention to help move them up the waste hierarchy.
Based on this research and further public testing, we have reimagined the waste hierarchy in a way that increases public understanding and inspires action. This new waste hierarchy is complemented by five posters, representing each step of the hierarchy, which you will receive alongside the report, A Guide to Improving Public Understanding of Waste Prevention.
Click here to download the guide and assets.
This research has been made possible thanks to players of People's Postcode Lottery, along with CIWM, Greater Manchester Combined Authority, Merseyside Recycling and Waste Authority, and SUEZ Recycling and Recovery UK.
Recycling is good. But we can do better... If you have a role to play in communicating waste prevention and/or sustainable consumption to the public, please help us share this message with as many people as possible by sharing the supporting materials and making use of the practical, evidence-based tips in the guide.
Waste Prevention Tracker
Keep Britain Tidy has also revealed the first set of findings from its new waste prevention tracker survey. This will be our go-to data set for measuring and monitoring changing public attitudes and behaviours when it comes to reusing and reducing the things we own and buy – and the barriers that stand in the way.
The report will be available shortly.
The waste prevention tracker research has been made possible thanks to players of People's Postcode Lottery.
Webinar
We held a webinar on Tuesday 5th March 2024 exploring the first set of findings from our waste prevention tracker survey and how to improve public understanding of waste prevention through effective communication. You can watch a recording of the webinar and download the webinar slides.
If you’d like to know more, check out our news story.
To learn more about how Keep Britain Tidy can work with your organisation on waste prevention, please get in touch today.
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What our partners say
Lee Marshall, Director of Innovation and Technical Services, CIWM
Residents' understanding of the services our sector provides, and the ways they can do their bit to help us move to a world beyond waste, is crucial if we are to embed a circular economy and manage resources sustainably. CIWM were delighted to be part of this research, which takes our understanding forward another step and should help all those who are using the waste hierarchy as a hook for communications on resources and waste issues.
Michelle Whitfield, Head of Communications & Behavioural Change, Greater Manchester Combined Authority
Recycling is now a social norm, however the link between over consumption and climate change is not well understood. If we are to meet climate change targets and move to a more circular economy, it’s vital that we’re able to clearly communicate the steps we all need to take to reduce the stuff we buy and value our resources. This report provides us with the tools we need to have those conversations with Greater Manchester residents so that we can all take steps to shift our behaviour.
Lesley Worswick, Chief Executive, Merseyside Recycling and Waste Authority
Merseyside Recycling and Waste Authority is pleased to be part of this project with Keep Britain Tidy. Using what you’ve got, buying only what you need, repairing and reusing – these are behaviours we want to see become second nature, rather than a second thought. Recycling and waste prevention go hand in hand and are both positive behaviours that encourage people to take care of their local environment. People want their community to be cleaner and greener. Promoting waste prevention messages can help to make sure we’re giving people the correct information and practical advice to live zero-waste lives.
Dr. Adam Read, Chief External Affairs and Sustainability Officer, SUEZ Recycling and Recovery UK
The role of the waste and resources sector in tackling the climate emergency has been significantly overlooked in recent years, and many people still don’t join the dots between the contents of their shopping basket and climate change. This new piece of research is key in shifting the focus beyond recycling, without discouraging it, and in educating the public effectively on choices they can make to avoid and reduce waste. We’re committed to working collaboratively with our customers and partners - together we can engage, educate and empower people to make better choices for the planet.
