Lack of Bins is Number One Roadblock to Recycling at Home: Cone Communications Survey
(3BL Media/Justmeans) – The 2014 Cone Communications Recycling in the Home Survey, in partnership with the Johnson & Johnson Family of Consumer Companies as part of its Care to Recycle program, has revealed that the biggest barrier to recycling at home is lack of bins. Recycling efforts at home often do not go beyond the kitchen despite a genuine concern among the consumers to protect the environment.
Lack of room-specific recycling bins and clear product labeling are the leading roadblock to recycling more in many homes. 17 percent of the survey participants said that they would recycle more often if they had better or more convenient recycling bins throughout the house. 56 percent of recyclers keep bins in the kitchen, as opposed to other rooms throughout the house.
In addition to the lack of proper bins at home, many consumers also lack the knowledge of what products or packaging are recyclable. The amount of space recycling requires also proves to be deterrent to some. These become additional factors in favor of throwing away recyclables in trash.
An interesting insight from the Cone Communications survey is that 42 percent of the consumers who do recycle do so because of a genuine concern for the environment. Only 10 percent of Americans recycle solely because it is mandatory in their communities. Other motivations to recycle include a feeling of guilt about the amount of trash they create (17%), a desire to be a good role model (14%) and having a chance to earn incentives (14%).
Another key finding of the survey relates to the importance of appropriate labeling of products. Labels can improve a product’s chances of being recycled – even for the most ardent recycler. Only about 20 percent of recyclers will make an effort to research whether a product can be recycled when it is not clearly labeled.
Cone Communications says that companies that are keen to make a positive impact on the environment ought to prioritize sustainability messages on their products as well as make information available through other channels. The survey also reveals the significant role that children can play in helping the household recycle. 62 percent of the children are very motivated to recycle in the home, and 60 percent are always looking for ways to protect the planet.
Rewards or incentives are a strong motivator, and businesses and communities can play a vital role in this area. 41 percent of the consumers say that money or rewards could further encourage them to recycle more often at home. However, they also expect companies and communities to provide additional encouragement through education and resources.
Source: 3BL Media
Image Credit: Flickr via j_lai