Are we rubbish at recycling?
Following the recent media coverage and wave of interest following Blue Planet 2 and the impact of waste and plastic in our sea, I've started to think; are we really rubbish at recycling?
More +We conducted a research project for the West London Waste Authority to explore residents’ behaviours and perceptions regarding waste management, consumption and climate change. Our study included quantitative and qualitative research that helped inform different strategies towards cultivating a more sustainable community.
Understanding West London’s waste perception and behaviours
We were commissioned by the West London Waste Authority to carry out a research project to help understand West London citizens’ perceptions of the value of waste, current behaviours in addition to increase awareness about the value of waste and identify opportunities to engage citizens in circular economy and waste-related activities. This was with the purpose of reducing the knowledge gap and achieve long lasting net zero carbon and circular economy goals.
Discovering insights through in-depth overarching research
We conducted a comprehensive scoping exercise to understand waste management practices and residents' behaviours. A focus group with professionals provided insights into community challenges across boroughs. Based on these discussions, we created targeted surveys for residents and waste management professionals, translating them into 5 languages for inclusivity.
Using the COM-B Model of Behaviour, our surveys captured residents’ behaviours, motivations, and barriers regarding recycling, consumption, and climate action. We distributed these widely and analysed 1,074 resident responses. In-depth interviews further explored insights, focusing on waste, consumption, climate behaviours, and community engagement. Behavioural science principles guided our analysis, resulting in actionable recommendations based on behavioural science frameworks.
The research identified key residents’ behaviours, main behavioural insights and a series of recommendations. The report detailed these to help understand West London residents’ behaviours around waste, consumption and climate action. This understanding aim to help WLWA be able to make a change in their services and step closer to achieving a long lasting net zero carbon and circular economy goals.
Following the recent media coverage and wave of interest following Blue Planet 2 and the impact of waste and plastic in our sea, I've started to think; are we really rubbish at recycling?
More +Over the past six years, recycling has evolved from a chore to a crucial behaviour. Despite our efforts in reusing, sustainable shopping, and adopting plant-based diets, media coverage suggests we're still falling short. Recycling rates in England have declined slightly, highlighting the need for improved waste management and stronger initiatives to reduce consumption and plastic pollution.
More +Waste has become a hot topic in recent years. Now more than ever before people are aware of how much they waste.
More +Kiel in Germany is a city implementing innovative strategies to achieve Zero Waste City certification. In this blog we explore what they are doing - and how other cities are moving to zero waste.
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