UK Recycling Index 2018

Transcription

1 UK Recycling Index 2018 Prepared by Edelman Intelligence 1

2 Cntents Objectives and Methdlgy 2017 Findings (Recap) Cnsideratins 2018 Findings Detailed Research Findings Sectin 1: The recycling landscape Sectin 2: Changing attitudes twards recycling Sectin 3: Call fr a hlistic apprach t recycling Detailed Research Findings 2

3 Objectives & Methdlgy 2018 Objectives Understand current attitudes t recycling including reginal differences Understand the barriers that prevent UK cnsumers frm increasing the amunt f waste they recycle Understand the factrs cnsumers believe can play a rle in supprting them t increase the amunt f waste they recycle T track shifts in pinin frm the 2017 Index, and understand emerging areas f interest Methdlgy WHO HOW 1,879 UK general ppulatin reginally representative sample Online survey WHEN July & August

4 2017 INTRODUCTION Findings (Recap) Increase in public frustratin that different cuncils recycle in different ways, fewer cnsumers were cnfident they put their waste in the right bins. Tw-thirds (66%) frustrated that different cuncils cllect waste in different ways - an increase f 3% frm 2016 Only fur in ten (43%) were very cnfident that they put different waste in the right bins - fallen by 6% frm 2016 Very few cnsumers find recycling labelling n prduct packaging easy t understand. Less than ne in five (16%) felt recycling labelling n prduct packaging is very easy t understand A cntinued lack f trust in thse perceived t be respnsible fr recycling. Natinal gvernment had a 43 pint trust gap between peple wh think they are respnsible fr recycling waste and thse wh trust them a great deal t ensure their waste is recycled prperly - a six pint increase since 2016 Seven in ten (70%) said tax payers are being held accuntable fr the cst f recycling prducts, whereas nly ne in ten believed prduct manufacturers (10%) and businesses (9%) are being held respnsible Prduct manufacturers (51%) and businesses selling the prduct (47%) were seen as the tw wh shuld be respnsible fr paying the cst Cnsumers are pen t initiatives that culd lead t an increase in recycling levels. Seven in ten (69%) were willing t pay fr a depsit return scheme. Prducts mst cnsidered were glass bttles (49%), plastic bttles (44%) and batteries (44%) Nine in ten (89%) wuld cnsider using refillable packaging, hwever, nly a third (35%) did in 2017

5 Cnsideratins INTRODUCTION T allw Viridr t track key themes ver time as well as understand emerging areas f interest, in this year s study we have included 70-80% f cmparable cntent with the 2017 survey. The ftntes n each slide indicate whether questins are cmparable r nt, and where apprpriate year n year differences have been called ut. Where all respndents (1879) have answered a cmparable questin, a difference f arund 4% pints is statistically significant year n year, indicating there has been a shift in pinin.

6 2018 INTRODUCTION Findings Public cncern abut plastic waste and cean pllutin has risen in the last year, suggesting a grwing wrry that the recycling industry shuld take nte f Eight in ten (82%) are wrried abut plastics in the cean Seven in ten (71%) think it s likely that there will be flating islands f rubbish in the UK in the next 50 years if there isn t an increase in the amunt f waste that is recycled r used t create energy an increase f 37pts frm 2016 and an 8pt increase frm 2017 Plastic wrapping is still seen as the mst plluting husehld item but there is a significant rise in cnsumers wh see straws (+19pts since 2017) and cttn buds (+6pts since 2017) as pllutants There is cnfusin and scepticism arund recycling, with cnsumers demanding mre transparency. There is a clear need fr cmpanies, such as Viridr, t prvide infrmatin and reassurance Only 16% f cnsumers think that all waste that can be recycled is recycled a decrease f 9pts frm 2017 Fur in ten (41%) think that even thugh peple separate their recyclable and nn-recyclable waste, it all ges t the same place up 8pts frm 2017, up 6pts frm % are frustrated abut nt knwing what can be recycled up 5pts frm 2017, up 8pts frm % wuld like mre transparency abut what happens t their waste up 6pts frm 2017, up 5pts frm 2016

7 2018 INTRODUCTION Findings Trust remains lw in the rganisatins respnsible fr recycling waste prperly, but at the same time, cnsumers expect mre frm them There is greater expectatin this year that the gvernment, waste management sectr, and businesses are respnsible fr recycling. Hwever, trust in these rganisatins t make a difference remains lw 72% are frustrated abut nt having enugh educatinal materials available n recycling up 3pts frm 2017, up 6pts frm 2016 In the last year, cnsumers have becme mre pen t recycling initiatives, yet there is still the challenge t turn this willingness int actin There is a need fr a mre hlistic apprach t waste management frm business, gvernment, and the waste management sectr, and there is an pprtunity fr Viridr t be a key player in ensuring this happens There is the expectatin that business shuld be factring recycling int their packaging 61% f cnsumers say that they are mre likely t buy prducts with packaging made frm recyclable material Standardised packaging is seen as the mst effective initiative t encurage cnsumers t recycle mre (53%) 78% wuld cnsider a depsit return scheme up 9pts frm last year And apprximately 45% are willing t pay tax n nn-recyclable plastics The public believes that the cuntry shuld be mre accuntable fr the waste it prduces 80% say the UK shuld find a way t deal with its wn recycling withut having t exprt it t ther cuntries

8 Detailed Research Findings Sectin 1: The recycling landscape Sectin 2: Changing attitudes twards recycling Sectin 3: Call fr a mre hlistic apprach t recycling

9 Sectin 1 The recycling landscape

10 Public interest in the issue f plastic waste gains mmentum Perceived likeliness f the fllwing scenaris happening in the UK in the next 50 years +8 pts +37 pts 73% 81% 63% +8 pts 71% 34% Oceans Oceans full f plastic full f plastic Flating islands f rubbish Q22a. I d nw like yu t imagine the UK in 50 years. Hw likely r unlikely d yu think it is that each the fllwing culd happen if there isn t an increase in the amunt f waste that is recycled r used t create energy? [Likely t happen; Tp 2 Bx] // 2016 base: (1,500) // 2017 Base: All respndents (1,500) // 2018 Base: All respndents (1,879) 10

11 Plastic pllutin is ne f cnsumers tp cncerns say they are wrried abut 82% plastics in the cean Q26. Hw much d yu agree r disagree with each f the fllwing statements when thinking abut recycling nw and in the future? (new statements 2018) [Agree; Tp 2 Bx] 2018 Base: All respndents (1,879) 11

12 Plastic wrapping is still seen as the mst plluting husehld item, hwever there is an uplift in cttn buds and straws seen as pllutants % f perceived mst plluting husehld items -16pts pts pts pts pts pts Q4A. What d yu think are the mst plluting husehld items? (please select up t 5 items frm the list that yu believe are the mst plluting) 2017 Base: All respndents (1,500) // 2018 Base: All respndents (1,879) 12

13 Cncern abut plastic is reflected in recycling habits, and plastic drinks bttles are the mst likely item t be recycled % f cnsumers wh say they are likely t recycle the fllwing when they are nt at hme r at wrk 77% 76% 67% 66% 61% Plastic drink bttles (e.g. water r fizzy drinks) Glass drink bttles (e.g. juice) Paper cups Plastic cups Fd packaging (e.g. sandwich wrapper, pasta bx) Q6B. When yu are nt at hme r at wrk, hw likely are yu t recycle the fllwing items? (New questin 2018) [Likely t recycle; Tp 2 Bx] 2018 Base: All respndents (1,879) 13

14 Sectin 2 Changing attitudes twards recycling

15 Cnsumers are mre sceptical f what happens t their waste 55% I believe my recycling is put t gd use (-7pts frm 2017, -8pts frm 2016) Only 16% think that all waste that can be recycled is (-9pts frm 2017) 44% I think my cuncil just thrws away mst f my recycling (+11pts frm 2017, +12pts frm 2016) 41% Even thugh peple separate their waste and their recyclable waste, it ges t the same place (+8pts frm 2017, +6pts frm 2016) Q13L. What d yu think happens t yur waste nce it is taken away? // 2016 Base: All respndents (1,500) // 2017 Base: All respndents (1,500) // 2018 Base: All respndents (1,879) Q4. Hw much d yu agree r disagree with each f the fllwing statements? [Agree; Tp 2 Bx] // 2016 Base: All respndents (1,500) // 2017 Base: All respndents (1,500) // 2018 Base: All respndents (1,879) 15

16 There is rising cnsumer demand fr transparency in the recycling prcess 78% wuld like mre transparency abut what happens t their waste (+6pts frm 2017, +5 frm 2016) 67% says it s imprtant that they knw what happens t their waste (+5pts frm 2017, +5 frm 2016) Q4. Hw much d yu agree r disagree with each f the fllwing statements? 2017 Base: All respndents (1,500) // 2018 Base: All respndents (1,879) 16

17 There is cntinued frustratin in the lack f infrmatin n recycling, and increased frustratin abut nt knwing what can be recycled 72% 72% are frustrated abut nt having enugh educatinal materials available n recycling (+3pts frm 2017, +6pts frm 2016) are frustrated abut nt knwing what can be recycled (+5pts frm 2017, +8pts frm 2016) Q16: Hw frustrating, if at all, d yu find each f the fllwing are when it cmes t recycling? [Frustrating; Tp 3 Bx] 2016 Base: (1,500) // 2017 Base: (1,500) // 2018 Base: All respndents (1,879), 17

18 Despite media attentin n the subject, many d nt knw hw much f the UK s waste is recycled Arund 1-15% f waste is exprted Arund 16-30% f waste is exprted Arund 31-50% f waste is exprted Arund 51-65% f waste is exprted Arund 66-80% f waste is exprted 4% 14% 17% 12% 7% 2 in 5 dn t knw what prprtin f the UK s waste is exprted Arund % f waste is exprted 1% Nne f the UK s waste is exprted 2% Dn t knw 42% Q20B. (New questin 2018) What prprtin f the UK s waste, if any, is exprted t ther cuntries? // 2018 Base: All respndents (1,879) 18

19 Sectin 3 Call fr a mre hlistic apprach t recycling

20 Trust in recycling influencers remains lw, yet cnsumers expectatins f them have increased The trust-expectatin gap has increased. Cnsumers expect mre frm businesses, the gvernment and the waste management sectr suggesting need fr a mre hlistic apprach t recycling. % wh believe each is respnsible fr recycling My lcal cuncil Individuals like me 20% (-1pts) 43% (+3pts) 68% 77% (+3pts) (-1pts) 57 pint trust gap (=) 25 pint trust gap (=) % wh trust each a great deal t play their rle in ensuring waste is recycled prperly Natinal gvernment The waste management sectr 12% (=) 22% (-1pts) 61% (+6pts) 56% (+5pts) 49 pint trust gap (+6pts) 34 pint trust gap (+6pts) Businesses 9% (+2pts) 51% (+10pts) 42 pint trust gap (+8pts) Q2. Wh d yu believe shuld be respnsible fr making sure rubbish and waste is recycled in the UK? // 2017 Base: All respndents (1,500) // 2018 Base: All respndents (1,879) Q3. Hw much d yu trust each f the fllwing peple / rganisatins t play their rle in ensuring waste is recycled prperly? [Trust a great deal; Tp 2 Bx] // 2017 Base: All respndents (1,500) // 2018 Base: All respndents (1,879) 20

21 There is an expectatin that the UK shuld be accuntable fr its wn waste 8 in 10 (80%) say the UK shuld find a way t deal with its wn recycling withut having t exprt it t ther cuntries Q26. Hw much d yu agree r disagree with each f the fllwing statements when thinking abut recycling nw and in the future? (new statement 2018) [Agree; Tp 2 Bx] 2018 Base: All respndents (1,879), 21

22 Cnsumers expect innvatin frm businesses and the waste management industry t tackle waste mre than 1 in 3 agree that the recycling industry will becme redundant in the future as waste will be designed ut f prducts (35%; +5pts frm 2017) Q26. Hw much d yu agree r disagree with each f the fllwing statements when thinking abut recycling nw and in the future? [Agree; Tp 2 Bx] 2017 Base: All respndents (1,500) // 2018 Base: All respndents (1,879), 22

23 There is evidence that if businesses were t adpt standardised practises, cnsumers wuld recycle mre Initiatives which wuld encurage cnsumers t recycle mre Standardised packaging (i.e. if all packaging had the same recycling instructins) 53% An easier recycling system Financial incentives (i.e. mney back r savings n grceries) If I knew mre abut which materials are recyclable 45% 44% 43% Knwing the impact yur recycling makes (e.g. hw much CO2 yu ve saved r what my recycling turns int) 36% If there were mre recycling banks near me 29% If ther peple knew hw much I recycled Knwing hw much yur neighburs are recycling Nne f the abve 5% 5% 8% Q23B. (new questin 2018) Which f the fllwing wuld make yu recycle mre? 2018 Base: All respndents (1,879) 23

24 Prducts with recyclable packaging, r packaging made frm recyclable materials, are seen as mre attractive purchases 61% say they are mre likely t buy prducts with packaging made frm recyclable material 56% say they are mre likely t buy prducts with recyclable packaging (+5pts frm 2017) Q10B. (new questin 2018) T what extent des packaging which is made frm recyclable material influence yur purchasing decisin? [Mre likely; Tp 2 Bx] // 2017 Base: All respndents (1,500) // 2018 Base: All respndents (1,879) // Q4F. T what extent des recyclable packaging influence yur purchasing decisin? [Mre likely; Tp 2 Bx] // 2017 Base: All respndents (1,500) // 2018 Base: All respndents (1,879), 24

25 There is als indicatin that cnsumers want t play a greater rle in recycling themselves Significantly mre cnsumers are pen t depsit return schemes that last year % f cnsumers wh wuld cnsider a depsit return scheme fr: 78% wuld cnsider a depsit return scheme (+9pts frm 2017) Glass bttles 54% Plastic bttles 53% Batteries 43% Aluminium cans 40% Mbile phnes 35% Small electrical items (e.g. hairdryers, tasters) 33% Cffee cups 32% Light bulbs 31% Dispsable plastic bags 30% Black plastic fd trays (i.e. fruit / veg trays, ready meal trays etc.) 29% Juice cartns 27% Crisp packets 22% Magazines 21% Straws 19% Wet wipes 16% Cttn buds 14% Q4B: Wuld yu be willing t pay fr a depsit return scheme fr any f the fllwing prducts?(a depsit return scheme is where yu wuld pay a small sum when purchasing a prduct which is then given back t yu when yu return the packaging) // 2017 Base: All respndents (1,500) // 2018 Base: All respndents (1,879), 25

26 Many are willing t pay a tax n nn-recyclable plastics % f cnsumers willing t pay tax n the fllwing nn-recyclable plastics: Plastic drink bttles Plastic takeaway cntainers Black plastic fd trays 47% 45% 44% Q27B. (new questin 2018) Wuld yu be willing t pay a tax n nn-recyclable plastics, and if s hw much? [Willing t pay tax; Net willing t pay 1-100% tax] 2018 Base: All respndents (1,879) 26

27 Althugh usage and willingness t use refillable packaging remains the same, awareness is up frm % wuld cnsider refillable packaging (+1pts frm 2017) Awareness up by 12pts 49% 37% I didn t knw refillable packaging existed 13% dn t knw 55% Usage remains static (-5pts) (+8pts) dn t use refillable packaging 32% (-3pts) currently use refillable packaging Q4E: Which f these prducts wuld yu cnsider using refillable packaging fr? // 2017 Base: All respndents (1,500) // 2018 Base: All respndents (1,879) Q4C. D yu currently use refillable packaging? // 2017 Base: All respndents (1,500) // 2018 Base: All respndents (1,879) Q4D. Why d yu nt currently use refillable packaging? // 2017 Base: All respndents (1,500) // 2018 Base: All respndents (1,879) 27

28 Recycling services cntinue t be seen as making a very valuable cntributin in the UK, althugh with cnsumers increased expectatins f the industry, it will be imperative t have mre infrmatin and transparency 2 in 3 believe recycling and waste management services make a very valuable cntributin t the cmmunity (65%; -1pts frm 2017) 78% see waste as a valuable resurce (-1pts frm 2017) Q1. Hw valuable a cntributin d yu believe each f the fllwing public services prvide fr cmmunities in which they perate? // 2017 Base: All respndents (1,500) // 2018 Base: All respndents (1,879), Q4. Hw much d yu agree r disagree with each f the fllwing statements? [Agree; Tp 2 Bx] // 2017 Base: All respndents (1,500) // 2018 Base: All respndents (1,879) 28

29 Thank yu