Designing Effective Public Space Recycling Programs Alec Cooley, Director of Recycling Programs

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1 Designing Effective Public Space Recycling Programs Alec Cooley, Director of Recycling Programs SERDC Recycling Summit Point Clear, AL November 12,

2 Who We Are Keep America Beautiful is the nation s leading nonprofit that brings people together to build and sustain vibrant communities. With our strong affiliate and partnership network, including state recycling organizations, we engage millions of volunteers who take action in their communities through programs that deliver positive and lasting impact We offer solutions that: - Create clean, beautiful public places - Reduce waste and increase recycling - Inspire generations of environmental stewards - Generate positive impact on the local economy Our Mission Engaging individuals to take greater responsibility for improving their community s environment 2

3 KAB Recycling Programs Building Awareness and Activation RecycleMania Recycle-Bowl America Recycles Day Ad Council Campaign Give and Go: Campus Move Out Public Space Recycling Thought Leadership Symposium Ongoing Webinar series CURC professional training Research Agenda 3

4 What is Public Space Recycling? Bins 20 to 35 gallon Materials Beverage containers Food containers Paper Food organics Settings Streetscape Parks Athletic fields Venues Airports Courtyards, Pathways Food Courts Building lobbies Special events 4

5 Public Space Recycling Next frontier in recycling Traditionally a lower priority: o Smaller percentage of recycling o Economics: capitol & operational costs o It s hard too many failed programs Has PSR s time come? o o o Zero Waste goals Visibly communicates values Reinforce behavior across the board 5

6 Do People Care Enough to Recycle? 6

7 Behavior Fundamentals Environmental Attitudes 15% Super Greens 15% Eco-Sceptics 70% Sometimes Recyclers Target: 70% in the middle 7

8 Getting People To Recycle 1. Motivating behavior 2. Making recycling a habit Remove barriers: o o Lack of convenience Confusion of what to do Discarding trash & recycling is not primary focus of attention The Homer Principle: o o All bins are waste bins at first glance Split second to communicate 8

9 Public Space Recycling is Not Simple 9

10 What Research Tells Us Restrictive lids Duffy, Verges Indoor bins College academic building Recycling increased 34% Trash decreased 95% Suggested lids helped identify recycling Number & Locations of Bins O Connor, Lerman & Fritz Hallways & classrooms of academic building Adding bins to classrooms increased bottle recycling 128% 10

11 Form vs. Function Behavior is too often an after thought Must be considered at the start 11

12 Placement Orientation to foot traffic Indistinguishable from each other No Messaging 12

13 Messaging Clear simple messaging Avoid too much detail 13

14 Visual Cues Special signage Clear bins allow people to see contents 14

15 Twin the Bin 15

16 Washington DC Coordination across jurisdictions National Mall Federal Dept s Smithsonian Local BID s Universities 16

17 KAB Public Space Initiatives Objective: Knowledge & resources to improve Public Space Recycling 1. Research agenda Aggregate surveys, studies Partners for further research 2. Knowledge resources BMP s Case studies Academic papers Templates & planning doc s 3. Bin Grants 17

18 KAB Bin Grant Programs ,000 bins have been awarded Approx. 2.5 million lbs. of recycling annually Greenhouse gas prevention: 4,200 MTCO2E 2014 Bin Grants Daily recycling access to 507,000 people Total 2014 Bin Value over $660,000 $134,000 Leveraged dollar to further expand recycling infrastructure (2013) 18

19 Key Points 1. Professional planning 2. Function before form 3. Metrics are Key 4. Be prepared to monitor and improve Contact: Alec Cooley (843)

20 National Ad Campaign Communication Strategy Research: Holding participation back: Lack of access or inconvenience Lack of awareness and understanding Lack of motivation Unemotional Brand - The recycling brand feels old school and needs to be modernized Strategies: Reinvigorate the recycling brand Generate awareness and understanding of how, where and what to recycle Mobilize individual ownership and emotional connection Develop a long-term digital platform where people are empowered to take action Transform recycling into a daily social norm

21 Strategic Territories Five creatively driven strategic territories: 21

22 Key Insight - Give your garbage another life.

23 Alec Cooley Director of Recycling Programs (843)