changing the way we talk about recycling

changing the way we talk about recycling

Monica BoehringerRefuse and Recycling Coordinator

City of Manassas

What is the public perception of recycling?

What influencers and the media believe

Industry

• The current business model for recycling is in “crisis.”

• The recycling industry has not compensated for the “evolving ton.”

• Commodity prices have plummeted and common recyclables have lost value.

Jurisdictions

• Incompatible local systems make recycling confusing for residents.

• Jurisdictions have set their sites too high on “zero waste” without considering issues within the recycling industry.

What influencers and the media believe

Citizens

• Citizens practice “wishful recycling” on the outside chance they may get it right.

• Single stream recycling leads to contamination of recyclable material.

• Citizens are tired of trying to recycle.

What influencers and the media believe

• 94% recycle• 9% don’t think it’s necessary

According to a 2014 Harris Poll* on behalf of Institute of Scrap Recycling Industries (ISRI)

*2,000 Americans surveyed

According to a 2014 Harris Poll* on behalf of Institute of Scrap Recycling Industries (ISRI)

*2,000 Americans surveyed

• 90% believe recycling should be made easier• 62% say that if a product is not easy or

convenient to recycle – they won’t do it.

Conclusion:People want to recycle – they’re just confused …

The industry and jurisdictions have sent:

• mixed messages• confusing instructions• poor explanations

For the past 29 years … the public have been led to associate recycling with:

• energy consumption• decreasing pollution• preserving natural resources

Make recycling relevant

Saves money by reducing the amount of waste sent to landfill.

Helps create local jobs and supports local businesses.

Improves public health.Reduces the need to waste natural

resources.

Aren’t we already saying that?

According to the EPA:

• Reduces the amount of waste sent to landfills and incinerators.• Conserves natural resources such as timber, water, and minerals.• Prevents pollution by reducing the need to collect new raw materials.• Saves energy.• Reduces greenhouse gas emissions that contribute to global climate

change.• Helps sustain the environment for future generations.• Helps create new well-paying jobs in the recycling and manufacturing

industries in the United States.

Think about it …

Humans now have a shorter attention span than a goldfish ….

AND

Nearly 50% of all American Adults have limited literacy skills …

Industry and jurisdictions need to think about how they communicate!

THEN

IF

energy consumption

decreasing pollution

preserving natural

resources

SaveMoney!

LocalJobs!

Improve Health!

Yeah, but what’s in it

for me?

Relative Advantage

Compatibility

Complexity

Normative Influences

Efficacy

Facilitating Conditions

Attitude

Subjective Norm

Perceived Behavioral

Control

Behavioral Intention

ActualBehavior

The Psychology of changing behavior

Recycling is Good

It fits my lifestyle

It’s not too hard

It’s the “right”

thing to do

It works

I set it out on Tuesday

I want to do this

My friends do it too

I can do this

I will do this I did it!I recycled!

What it looks like when you add recycling!

Developing clear, coherent messages

Effective Public Engagement:

1. Presents the issue2. Provides information3. Seeks agreement4. Asks for cooperation5. Stimulates action

Don’t invite confusion

RECYCLE WHAT????

Are we making

recycling easier?

It’s sounds like you’re explaining the plot of

Game of Thrones

• Keep messages clear• Talk in pictures• Use simple language• Stay positive• Be creative

5 Fast Tips for Better Communication

Putting theory into practicein written communication• Presents the issue

• Provides information• Seeks agreement• Asks for cooperation• Stimulates action

• Recycling• Saves Money/Creates

Jobs/Improves Quality of life

• Want to help?• Sort your recycling• Set it out Tuesday

Theory

Practice

Recycle with me!

Okay! It’s on Tuesday – right?

Using new and social media to spread the word

Finally!!

• Don’t get too technical• Never use acronyms• Use appropriate language for media format• Make sure that your pages and information

are mobile friendly!

The Pew Research Center tells us that 64% of American adults now own a smartphone of some kind.

• Keep sentences to 25 words or less.• Paragraphs should not be longer than 3 sentences.• Use lists and links• Keep formatting simple

Thank you!

Monica BoehringerRefuse and Recycling CoordinatorCity of ManassasPhone: (703) 257 -8252Email: mboehringer@ci.manassas.va.us

“I know it may seem small and insignificant, but it’s not about what it is, it’s about what it can become.”

~The Lorax