what is the latest research on customers' views on recycling & waste

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What is the latest research on

customers’ views on recycling & waste? 12th March 2015, Matthew Evans, Associate Director

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What I will cover

• Where are consumers now?

• What are they willing to do?

• What are their barriers and

motivations for taking action?

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Where are consumers now

when it comes to waste and

recycling?

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What do you see as the most/other important issues facing Britain today?

Base : representative sample of c.1,000 British adults age 18+ each month, interviewed face-to-face in home Source: Ipsos MORI Issues Index

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What is the latest research on customers’ views on recycling & waste? Version 1 | Internal Use Only © Ipsos MORI

So are there signs of “green

fatigue”?

Agree ‘they are tired of the fuss

that is being made about the

environment’ 31% Base: Adults aged 16-64 in Great Britain on Ipsos MORI Online Access Panel (unweighted base size: 1,000 panellists). Results weighted to reflect a

nationally representative profile of Great Britain. Fieldwork was conducted between September 3rd and September 17th 2013.


Though when they are asked

directly, they do show

concern for the

environment…

Agree ‘we are heading for

environmental disaster unless

we change our habits quickly’ 59% Base: Adults aged 16-64 in Great Britain on Ipsos MORI Online Access Panel (unweighted base size: 1,000 panellists). Results weighted to reflect a

nationally representative profile of Great Britain. Fieldwork was conducted between September 3rd and September 17th 2013.


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In your view, what are the three most important environmental issues facing

[your country] today? That is, the top environmental issues you feel should

receive the greatest attention from your local leaders?

And waste has consistently been in the top two

environmental concerns

Base: Global -18,503 adults aged 18-64 in the US and Canada, and aged 16-64 in 23 other countries, 6th-20th August 2013 (at least +500

interviewed in each country). Great Britain – 1,000 adults aged 16-65 in Great Britain. All conducted on Ipsos Online Access Panel. Ipsos MORI Global @dvisor (Environmental Concern)

50

48

41

25

19

48

45

42

24

24

Future energy sources and supplies

Dealing with the amount of waste wegenerate

Overpopulation

Global warming/climate change

Over-packaging of consumer goods

2011 2013

Top Great Britain mentions (%)


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And most say recycling is important to them and are

willing to make the additional effort

Base: All respondents in UK (5,500), 2012

55% 38% 5% 1% UK Total

Very important Fairly important Not very important Not at all important Don’t know

Thinking about recycling household waste, which of the statements below best describes how important recycling is to you personally?

Importance of Recycling

75% 23% 2% UK Total

I recycle even if it requires additional effort I recycle if it does not require additional effort

I do not recycle Don’t know

Which of the statements below best describes your attitude to recycling?

Recycling Attitude


To what extent do you agree or disagree with the following statements? “I try

to recycle as much as I can”

But self-reported and official recycling rates have

plateaued recently

Ipsos MORI Base: 2013 - Adults aged 16-64 in Great Britain on Ipsos MORI Online Access Panel (unweighted base size: 1,000 panellists). Results weighted to reflect a nationally representative profile

of Great Britain. Fieldwork was conducted between September 3rd and September 17th 2013. 2003 – 2008 – adults aged 15+ in Great Britain, unweighted base of 2,019. per point.

72 80 89 86

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17 9 10

18

27 38 44

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20

40

60

80

100

2003 2005 2008 2013

Strongly agree / tend to agree (%)

Strongly disagree / tend to disagree (%)

Household recycling rates in England (%)

Perc

en

tag

e (

%)

Year

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Recycling rates: source Defra


Q. Which of the following statements best describes your attitude to recycling?

But is there a perception gap between self-reported

behaviour and actual recycling rates?

Base: 1,000 residents of the SLWP area, interview by telephone. Fieldwork dates: 14th – 19th November 2012.

Recycle as much as you can even if it

requires additional effort

Recycle when it is made easy to do so, and only requires a little additional effort

Only recycle if it does not require any additional effort

Do not recycle

65%

28%

4% 3%

Actual recycling rates

Borough Recycling rate (%)

Croydon 38.06

Merton 37.31

ABK 46.79

Sutton 37.37

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What are consumers willing to

do and where are there

opportunities for

improvement?

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% Likely

to change

% Unlikely

to change

52% 21%

44% 23%

38% 7%

34% 4%

28% 27%

22% 45%

Q. Thinking about things you might do in order to limit your own contribution to climate change, how likely or

unlikely would you be to make the following changes within the next year?

There is willingness to avoid over packaging, to reuse and

to recycle

Base : All respondents (1,040) : Fieldwork dates : 26th September – 10th October 2014 Source: Ipsos MORI

25

31

52

61

39

18

9

7

13

15

5

4

16

11

12

11

9

7

26

25

13

8

14

11

15

14

5

2

15

20

5

7

1

1

6

14

2

2

1

1

7

10

2

2

2

2

5

15

Avoiding products which have a lot ofpackaging

Avoiding buying new goods, for examplemending what you have or buying used

products instead

Saving energy at home, for example byinstalling insulation or switching off lights

Recycling materials such as glass, paperand plastic

Walking, cycling or using public transportinstead of driving a car or motorbike

Not flying, or replacing some flights withtrain or bus journeys

I am already doing this as much as I possibly can Certain to

Very likely to Fairly likely to

Fairly unlikely to Very unlikely to

Certain not to Not applicable


But there are still many

opportunities to be greener

still, for instance…


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Sorting out our wardrobes

1 and 2 – WRAP, Valuing our clothes report (2012), 7,950 respondents aged 16+ in the UK.; 3 – WRAP, clothing longevity and measuring active use summary

report (2013). Online Access Panel (3,244 panellists). Results weighted to reflect a nationally representative profile of Great Britain. Ipsos MORI / WRAP

*Excluding footwear and accessories

Around 30% of clothing in the average wardrobe

hasn’t be worn for at least a year1

…and just13%

However…

would like to do more to buy clothes that

both look good and last for longer3

37%

would pay more for clothes that have

less impact on the environment2


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Thinking about the last time you had left-overs or made more food than was

needed, what happened to those left-overs? (Multi-code)

43

21

16

8

6

12

Used as part of another meal

Didn’t get used and were thrown away

Used as a meal inthemselves

Still being stored

Fed to the dog/pets/birds

Don't know/can'tremember/not applicable

Learning about what to do with left-over food

Ipsos MORI / WRAP

Top Five (%)

Base: 3786, UK Adults with at least some responsibility for shopping and preparing food. Fieldwork conducted face-to-face between 7th

January 2013 to 24th June 2013. Data weighted to fit a nationally representative profile of the UK population.


And with food there are specific challenges for younger residents

*12 accompanied shops with 18-34 years old conducted by Ipsos MORI April – May 2014

* * 4,070 British adults aged 18+ were surveyed between 25th and 29th June 2014

• 18-34-year-olds are twice as likely to agree that they don’t

like eating food that is stored in the freezer than over-35s

(18% versus 8%)**

• Very few froze home made meals regularly to use at

another time. Most freezers were used for storing frozen-

brought items.

• Some considered the freezer a “graveyard” for things soon

to go off (e.g. “to save some meat”) or unwanted (e.g. gifts

from relatives), or as an “insurance policy” – a place to

make last resort meals out of.

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To what extend to you agree or disagree that the following waste collection

services are adequate for the needs of your household?

Disposing of the wardrobe, plus the fridge and kitchen sink

Base: All respondents Aged 18+ in England (Unweighted base of 1,570). Figures have been rebased by removing “Don’t Know”

responses to account for those areas where service may not be available. Data is weighted to a nationally representative profile. Ipsos MORI / University of Kent – funded by Defra and the

Environment Agency

81

80

72

72

54

14

15

16

13

20

Black wheelie bin or binbag collection

Recycling collection

Food waste collection

Garden waste collection

Bulky item collection

Agree (%)

Disagree (%)

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What are the motivations and

barriers to consumers taking

action?

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COM-B Model: Behaviour occurs as an interaction between

three necessary conditions...

Source: Michie et al (2011) Implementation Science

Useful to use a framework to understand

behaviour change

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Is climate change going to be a key driver of behaviour?

Source: Ipsos MORI/Chatham House (2014). See

http://www.chathamhouse.org/sites/files/chathamhouse/field/field_document/20141203LivestockClimateChangeBaileyFroggattWellesleyUpdate.pdf






Q. What would you say were your reasons or motivations for recycling your household waste? (UNPROMPTED)

However, helping the environment, while important, is only

part of the reason for taking action on waste

Base: 975 residents of the SLWP area who recycle, interview by telephone. Fieldwork dates: 14th – 19th November 2012.

2

5

2

5

9

10

51

2

3

5

8

9

13

58

Encouragement from friends/family/neighbours

Nothing - I've always done it

Everyone else is doing it

Helps future generations

Encouragement from the local council

Second nature / easy / easier than not doing it

Good for the environment

2012 2010Top 7 responses

%

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To what extent do any of the following encourage you to try to minimise the amount of food that your household

throws away (into the bin, compost bin or council collection)?

And being efficient and our wallets’ welfare are more of a

priority when it comes to food waste

Base: 3786, UK Adults with at least some responsibility for shopping and preparing food. Fieldwork conducted face-to-face between 7th January

2013 to 24th June 2013. Data weighted to fit a nationally representative profile of the UK population. Ipsos MORI / WRAP

71

68

63

48

42

37

Wanting to manage my home efficiently

The possibility of saving money

Eating the healthiest diet possible

Feelings of guilt when I throw food awaythat could have been eaten

A desire to reduce my impact on theenvironment

Food shortages elsewhere in the world

A great deal / a fair amount (%)

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Do we ask too much of the public?

• Time can be a key barrier. If we ask too much of the

public they might be tempted to take the easy way out

Provide them with clear information which they can

refer to easily

Public respond well to a more positive tone

Explain the benefits of taking action for the area

“One bin is better, it just looks messy

when you’ve got loads of different ones”

Male, Birmingham

“I think they’re trying to

break it up too much”

Male, Dunbar

“They send little leaflets through the door with big pictures

on so you know what can be recycled easily...you can stick

it on your fridge as well” Female, Cardiff.

Points to consider …


In moving towards our more resource

efficient economy it will be important to...

Capitalise on our worries about waste

by…

Making it easier to do the right thing

and…

Pointing us in the right direction


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Thank you [email protected] | 020 7347 3004

© Ipsos MORI This work was carried out in accordance with the requirements of the international quality standard for market research, ISO 20252:2006 and with the Ipsos MORI Terms and Conditions which can be found here

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what is the latest research on customers' views on recycling & waste

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