NEW research from OPRL has revealed that labelling remains the top driver for consumers looking to recycle packaging.
The organisation’s latest survey, which polled over 5,000 British consumers, found that 89% look for information on the pack, while 81% use the OPRL ‘Recycle’ label when disposing of packaging.
Jude Allan, interim MD at OPRL, said, “Clear messaging and citizen behaviour change will make all the difference to the success of policies such as pEPR; we need to engage members of the public if recyclable packaging is to reach the correct bin.
“OPRL’s latest research shows a strong trajectory since 2018, with improvement in understanding and confidence, as well as greater usage and awareness of OPRL labels. However, without the right information, people reported that they ‘go with their gut’ and guess how to dispose of waste. To avoid contamination and leakage from the recycling system, we need to build on successful communication.”
The research also confirmed there has been a long-term increase in positive sentiment towards recycling, with significantly more consumers feeling confident now compared to 2018. Respondents said they are significantly less likely to cite lack of importance or understanding as barriers to recycling, while 83% believe recycling is important.
Although friends and family are a growing source of knowledge, labelling remains the primary route for consumers to find out what they can recycle.
When it comes to barriers to recycling, inconvenience and confusion are factors. OPRL added that the research reinforced the effectiveness of explanation and storytelling along with labelling. While simple guidelines are more likely to be followed, additional information has the potential to encourage actions that require more effort. For example, survey respondents said they were more likely to follow instructions to ‘Scrunch’ if they knew that this would affect recycling. Other actions – such as ‘Empty’, ‘Remove film’ – were more readily accepted.
When asked to identify which labels would indicate that packaging can be recycled, 72% chose OPRL labels. 91% reported having seen the OPRL ‘Recycle’ label before and were confident they knew what it means.
Elsewhere, two-thirds of consumers remain open to using QR codes, although this declined with age. 83% of 18–34-year-olds said they would use a QR code, compared to just 52% of over 55-year-olds
To download the full report, visit: https://oprl.org.uk/what-we-do/what-consumers-want/
