Exploring waste, consumption and climate attitudes in West London
West London insight: Exploring residents’ waste, consumption and climate behaviours
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The mission.
Turning insight into local action on food waste
West London Waste Authority needed to prepare residents for upcoming legislation requiring all households to have access to food waste recycling. While awareness of food waste was growing, behaviours varied significantly across boroughs, shaped by local barriers, habits and perceptions. These were identified in our previous research.
Our mission was to translate behavioural insight into hyper-local campaigns that made food waste recycling feel relevant, simple and worthwhile. By addressing borough-specific motivations and barriers, the campaign aimed to build confidence, reduce resistance and support a smooth transition to new recycling requirements.
The campaign.
Hyper-local campaigns rooted in behavioural insight
We developed two seasonal campaigns built on detailed behavioural research across each borough. “Make Your Scraps Give Back” launched at Christmas, tapping into a key moment of excess, while “A Food Waste Love Story” followed in spring, reinforcing habits ahead of legislative change.
Both campaigns used a unifying creative platform, Where Have You Bin All My Life, delivered through social content, mini animations, billboards, digital screens and local communications. Messaging was tailored at borough level, addressing specific barriers and motivations to make food waste recycling feel personally relevant and easy to adopt.
The impact.
The campaign demonstrated how hyper-local, insight-led messaging can make new behaviours feel relevant and achievable. By addressing real barriers and speaking directly to local audiences, it helped build confidence in food waste recycling ahead of legislative change. The approach strengthened engagement, increased visibility of the behaviour, and laid the groundwork for consistent adoption across diverse communities.
