Millennial Recycling Attitudes and Behaviors CURC Webinar August 10, 2017

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1 Millennial Recycling Attitudes and Behaviors CURC Webinar August 10, 2017

2 Strategic Impact Goals (2025) End Littering Improve Recycling Beautify Communities END LITTERING IN AMERICA Reduce litter by 35% in Keep America Beautiful affiliate service areas IMPROVE RECYCLING IN AMERICA Improve recycling quality by 15%; Provide 5 million individuals with on-the-go recycling BEAUTIFY AMERICA S COMMUNITIES Improve, restore and maintain 1 million public spaces

3 Research: Consumer Attitudes and Behaviors Objective: Consumer-based research study on recycling attitudes and behaviors. Provide continued thoughtleadership to determine how best to overcome barriers and motivate. Methodology: 1,000 consumers, national representative; In the field October 3 15 Published: America Recycles Day, Nov. 15 3

4 Survey composition is representative of the U.S. population Gender 52% 48% Ethnicity College Grad 31% Child in HH 36% Married 53% White: 79% African American/Black: 13% Hispanic: 16% Average income $69.3K Generations Millennials: 38% Gen X: 19% Boomers: 34% Matures: 9% 4

5 Key Themes Majority of consumers want to recycle and don t want to be wasteful Confusion and skepticism exists Consumer want to know the benefits of recycling 5

6 Why recycle: concerned about reducing waste and conserving the earth s resources Top 3 reasons why people recycle To reduce the amount of waste going into landfills 51% To conserve the earth's resources by re-using material 43% To reduce my negative impact on the environment 37% 6

7 Younger generations recycle similarly to reduce landfill waste, conserve resources and reduce their negative impact 70% 60% 50% 40% 30% 20% 10% 0% To reduce the amount of waste going into landfills To conserve the earth's resources by re-using material To reduce my negative impact on the environment It's my personal responsibility to help protect the environment To reduce the amount of litter in the community, streets, parks, etc. Millennials Gen X Boomers Matures 7

8 Consumers feel the amount of waste is getting worse despite recycling initiatives % general population indicating the following are better, worse, the same as the 1970 s The ease of recycling Amount of products made from recycled material Amount of waste that is recycled The availability of recycling drop-off locations in my community Amount of litter in cities, towns, communities Amount of waste in landfills Amount of waste in oceans (plastic, trash, oil, etc.) 71% 71% 63% 60% 36% 30% 25% 10% 10% 11% 13% 18% 14% 13% Better Same Worse 5% 6% 10% 8% 27% 36% 41% Where Worse than the 1970 s exceeds Better 8

9 The majority feel an urgency about the amount of plastic accumulating in the environment % consumers who feel Something needs to be done immediately about the amount of plastic accumulating in the environment and oceans Millennials 76% Gen X 69% Boomers 80% Matures 81% 9

10 Consumers want more community recycle centers and information on recycling so they can feel like they are doing their part Recycling makes me feel like I am doing my part to protect the environment There should be more community recycling centers where I can recycle 79% 70% I feel guilty when I don t recycle I would like more information on recycling in my community 62% 54% 10

11 and they want companies to do their part as well Consumers prefer to buy from companies that use packaging that can be recycled use recycled content in their packaging 62% 58% encourage recycling 53% General 62% 58% 53% Matures 63% 54% 40% Boomers 55% 50% 47% Gen X 61% 58% 52% Millennials 68% 65% 62% Significantly more Millennials than all older generations 11

12 Consumers concern regarding excess packaging is highlighted in their desire for legislation to reduce waste and packaging I wish companies were required by law to reduce the amount of packaging they use Total Millennials Gen X Boomers Matures 63% 69% 65% 56% 63% I wish companies were required by law to reduce the amount of waste they produce Total 70% Millennials 75% Gen X Boomers 64% 66% Matures 75% 12

13 Theme II Confusion and Skepticism Exists 13

14 There are segments in the population who are just not engaged in recycling behavior % consumers indicating that they just throw items into the trash instead of determining if a product can be put into a recycle bin 9% 3% 9% 9% 12% 6% 4% 12% 9% 8% 7% 11% 4% 13% 10% 5% 4% 7% 13% Total LOHAS Male Female <$50K $50K-$99.9K $100K+ Millennials Gen X Boomers Matures <College Grad College Grad+ Northeast Midwest South West Own Home Rent 14

15 A level of skepticism also exists Percent of consumers who completely/somewhat agree with the following statements Millennials Gen X Boomers Matures General I'm skeptical that the recycling I put on the curb actually gets recycled I'm pretty sure the trash collector puts the recycling in the same truck with the regular trash The recycling process is harmful to the environment 43% 29% 28% 15% 33% 39% 30% 18% 8% 27% 31% 21% 11% 5% 20% 15

16 Theme III Consumers Want to Know Benefits of Recycling 16

17 Consumers want to know that their recycling efforts are worthwhile 86% of the population believe recycled materials can become new things 86% 83% 81% 90% 89% Total Millennials Gen X Boomers Matures Significantly more Boomers than younger generations Source: NMI s 2016 Sustainability Trends Database 17

18 Many embrace the idea that recycling leads to less litter % consumers who completely/somewhat agree with the statements GP Millennials Gen X Boomers Matures If more people recycled, there would be less litter 82% 81% 76% 85% 91% I wish every type of material could be recycled 76% 79% 72% 76% 80% I'm less likely to litter if a product is recyclable 52% 53% 50% 50% 58% 18

19 Key Takeaways Millennials want to recycle Why: Reduce waste going to landfills/oceans Conserve resources to make new products What to do: Make convenient Provide information Overcome skepticism Demonstrate recyclables made into new products (not being wasted, not going into waterways) Demonstrate the recycling process (recycling truck the journey of recyclables) 19

20 Questions? Isaac Nicholson Manager, Recycling Programs Keep America Beautiful 20