The Future of Consumer Recycling
Plastic recycling is at the core of the circular economy, and Consumer Recycling Schemes (CRS) play a vital role by incentivising households to actively recycle and engage in waste separation. These schemes encourage and facilitate consumers to separate their waste and recycle whatever they can. Typically led by companies, CRS promote the recycling of their own products while incentivising sustainable recycling practices. Additionally, many businesses are utilising ‘Nudge Theory’, which assumes that people can be persuaded to make certain decisions by modifying certain aspects of their environment (1). For example, some companies have adopted biodegradable or compostable materials as default packaging, subtly pushing consumers to opt for more eco-friendly alternatives. CRS, referred to as Deposit Return Schemes (DRS) when involving financial incentives, are often incentivised nudges to promote recycling behaviours. An example of a successful DRS can be observed in Ocado Retail’s innovate digital initiative, wherein customers earn 20p for each Ocado own-brand milk bottle they recycle (2). With a straightforward process of scanning a bar code, this scheme requires minimal effort from consumers, making participation easy and convenient.
One of the big obstacles to overcome before achieving efficient plastic recycling is the lack of awareness regarding recyclability of common consumer goods. For example, items like plastic bags and disposable coffee cups are not recyclable, yet they often end up in recycling bins (3). This phenomenon, known as “wish cycling”, creates countless problems for recyclers and can hinder the recycling process for truly recyclable materials. Initiatives such as CRS can help to solve this problem, by providing a clear strategy for recycling products and ensuring they are disposed of correctly.
For companies looking to launch new recycling initiatives, the key is simplicity. Most consumers seek solutions that don’t take time out of their day, cost money or take much effort. Incentives, particularly when involving financial benefits, play a crucial role in motivating customers to partake in initiatives. For example, brands like H&M have established recycling schemes, allowing customers to drop off clothes from any brand at their stores in exchange for an H&M voucher (4).
On top of recycling initiatives, there is great potential in reducing overall plastic consumption, particularly with regards to product design and packaging. For example, emphasizing reusability in product design and minimizing the use of single-use plastics holds substantial promise. It is important to prioritise sustainable solutions over being the first adopter of a cost-effective yet less sustainable alternative. Over the long run, sustainability-focused approaches will prove more successful.
With many large corporations utilising CRS and DRS, great progress has been made to reduce waste and rejuvenate the circular economy. Nonetheless, these efforts must persist, with more CRS to be introduced across diverse companies, existing CRS expanded, and a re-evaluation of product design and packaging.
References
Ledsham, N. (2022). Engaging Consumers to Reduce and Recycle. [online] ERM. Available at: https://www.sustainability.com/thinking/engaging-consumers-to-reduce-and-recycle/.
Mittal, S. (2023). Earn 20p Rewards by Recycling Milk Packaging with Ocado. [online] https://www.edie.net/. Available at: https://www.edie.net/game-changing-ocado-pilots-digital-deposit-return-scheme-to-incentivise-recycling/.
Barnett, M., Klotz, L., Hancock, P.I. and Attari, S. (2023). Why We Get Recycling So Wrong. [online] Inverse. Available at: https://www.inverse.com/science/why-we-get-recycling-wrong.
Martin, E. (2019). 14 companies that recycle their own products. [online] Good Housekeeping. Available at: https://www.goodhousekeeping.com/uk/consumer-advice/consumer-rights/a25915660/brands-that-recycle-products/.
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