An independent national survey found that 94% of UK adults claim to recycle plastic at least most of the time, but national recycling rates tell a different story.
Recognising this discrepancy, The Environmental Services Association (ESA) and British Plastics Federation (BPF) teamed up to launch PlasticRecyclingFacts.org. to increase consumer confidence in recycling.
The study, commissioned by the ESA and BPF, combined national polling and qualitative interviews to uncover the truth about plastic recycling habits in the UK as part of a pilot campaign to change consumer attitudes.
Key survey findings:
- 60% of adults claim to “always” recycle plastic, with another 34% stating they "usually" do.
- 61% express confidence that their recycled plastic gets processed correctly.
- Stagnant national recycling performance figures don't align with these high self-reported rates.
The two main barriers to effective plastic recycling for UK households are:
- Time pressure: Households with young children (0-10 years old) are less likely to "always" recycle (less than 40%).
- Confusion: 70% of respondents say they would recycle more plastics if they were better informed on which plastics can be recycled at home, suggesting the UK could improve recycling rates with better communication.
The PlasticRecyclingFacts.org campaign aims to boost consumer confidence in recycling by leveraging online influencers and social media content, while also providing an online information hub dedicated to educating consumers about the importance of plastic recycling.
Philip Law, Director General of the British Plastics Federation said:
“The benefits that plastic packaging offers around food waste reduction are immense but it must be disposed of responsibly, so the material is recycled, wherever possible, and does not potentially end up in the environment."
“We would like people to feel more confident when it comes to purchasing goods in plastic packaging, to understand that they can recycle the majority of their plastic packaging and that the system works.”
Jacob Hayler, Executive Director of The Environmental Services Association added:
“The PlasticRecylingFacts.org campaign has been launched to remind everyone of the incredible continued benefits of recycling plastics. Behind the eye-catching designs and irreverent tone of voice is tried and tested messaging that reinforces the importance of recycling plastic properly to conserve resources, reduce pollution, and support a more circular economy.”
The campaign's design, media outreach, messaging, and tone were crafted for maximum impact, yielding promising results. PlasticRecyclingFacts.org achieved 12,641 unique visitors within its first 12 weeks, with Facebook posts reaching 226,500 impressions and generating 2,798 engagements. Social media reach surged to nearly 800,000 by January 2024, indicating strong interest in fresh plastic recycling information.
Additionally, six Instagram micro-influencers, selected for their alignment with target audiences, visited a recycling facility, generating content that sparked meaningful conversations and revealed a public hunger for behind-the-scenes insights. Leveraging influencers with engaged followings enhanced the campaign's credibility and relatability.
To further the initial positive results and to continue campaign momentum, PlasticRecyclingFacts.org welcomes collaboration with brands and other organisations wanting to share content and contribute to the messaging around the importance of plastic recycling. Free-to-use campaign assets and the full campaign report can be downloaded here.
