Local authorities across England are preparing for Simpler Recycling and part of this, is the major service shift to collect plastic bags and wrapping from all households by 31 March 2027. FlexCollect shows that while getting the operational model right is essential, clear and consistent communications are just as critical for smooth rollout and strong participation.
Across 10 councils and 160,000 households, the trials demonstrated that well planned communications increased capture, reduced contamination, and improved residents' understanding. When messaging reached households effectively, participation and correct sorting rose sharply. The evidence is straightforward: strong communications underpin strong performance.
Why consistent communications matter
Flexible plastics have long been a confusing material stream. Local variation, limited kerbside access, supermarket take-back points, and mixed messages meant many households guessed where items belonged or defaulted to residual waste. The FlexCollect 2025 Report evidence shows that clear, timely and consistent messaging cuts through this confusion and helps residents feel confident using the service.
Across the trials, residents who recalled the communications were far more likely to participate and recycle correctly. Where both messaging and bags were delivered effectively, the number of correctly recycled items typically doubled.
Learning from the UK’s largest flexibles collection pilots
FlexCollect’s communications testing provides several clear takeaways for authorities now planning for Simpler Recycling.
1. Reach residents before the service launches
Residents responded best where they received a simple, visual pre-launch leaflet outlining what the service is, how to prepare and present materials and when collections will start. Royal Mail delivery proved the most reliable route for ensuring households actually received the information, albeit at a higher cost.
2. Provide clear yes/no lists and repeat them across all touchpoints
A single, consistent set of messages across leaflets, websites, bags and stickers helped avoid confusion and reduce contamination. When the same guidance appeared across multiple touchpoints, residents' knowledge and confidence increased.
3. Collection Bags matter - and so does the message printed on them
In these trials, providing dedicated collection bags with clear printed instructions consistently increased participation. Tied bags also prevented loose film from spreading within kerbside streams, supporting smoother handling at MRFs and transfer stations.
WRAP is however aware that some MRFs are able to accept plastic bags and wrapping loose within the mixed recycling stream and have the capability to sort it so speaking to your MRF provider is key.
4. Contamination drops when instructions are simple
Simple instructions, such as tying bags in a double knot, helped maintain material quality and minimise operational issues at MRFs.
5. A national service needs nationally consistent messages
With flexibles entering all kerbside systems by 2027, consistent and recognisable messaging will be essential for reducing confusion and maintaining public confidence.
Free, editable communications assets - tested with 160,000 households
In September alongside the full FlexCollect trial report, WRAP launched a full suite of free, editable communication assets and templates based on everything learned from FlexCollect trials for local authorities including:
- pre-launch leaflets,
- kerbside instructional leaflets,
- flats-specific communications,
- reminder and contamination stickers,
- ‘own bag’ collection materials,
- website copy and FAQs.
Each template has been tested across different council types, collection systems and demographics.
You can download them here: https://www.wrap.ngo/resources/campaign-assets/kerbside-plastics-bag-collection-guidance-templates
Some example communications assets below:
2027 is approaching - start preparing communications now
Simpler Recycling offers a national opportunity to align messaging and reduce long standing confusion around recycling. FlexCollect shows that when communications are clear and practical, residents are both willing and able to use the service effectively.
And if you’re not ready to introduce collections of plastic bags and wrapping just yet, WRAP’s Simpler Recycling Toolkit provides editable, downloadable communication assets to help councils explain broader service improvements and changes clearly and consistently, enabling residents to recycle correctly and with confidence, all of which will help prepare the ground for when services are expanded to include plastic bags and wrapping. You can download the Simpler Recycling Toolkit here: Simpler Recycling: Toolkit and Assets | WRAP - The Waste and Resources Action Programme
For any queries you can contact WRAP’s Local Authority Support team by emailing LA.Support@wrap.ngo
