Www.coryenvironmental.co.uk Attitudes to Waste & Recycling in Southend Survey and focus group research with local residents In association with Sauce Consultancy

www.coryenvironmental.co.uk

Attitudes to Waste & Recycling in SouthendSurvey and focus group research with local residents In association with Sauce Consultancy

Emma CheesmanRecycling Services Manager


Objective of Survey

• Provide a base line• Understand residents perception of

services• Identify areas for improvement• Market segmentation = direct marketing


Methodology

• Results based on 845 interviews conducted with residents from three areas of Southend in February 2009 (Leigh, Thorpe Bay & Southchurch).

• Respondents were categorised into the following 4 ACORN (A Classification of Residential neighborhoods) demographic groups:• ACORN 1: affluent achievers • ACORN 3: comfortably off, retirement areas • ACORN 4: modest means, family areas • ACORN 5: hard pressed, family areas

• The survey reached a good cross-section of age groups. The majority of respondents were female (67%) and White British (96%).

• Two focus groups were also conducted with local residents in March.


MAIN FINDINGS


56%

32%

6%

5%

Very important

Q. How important is recycling to you?

Fairly important

Not very important

Not at all important

Base: 845 Southend Residents aged 16+, face to face and in home, Feb 2009

Importance of Recycling


Importance of recycling – ACORN groups

65%

60%

64%

44%

ACORN 1: Affluent achievers

ACORN 3: Comfortably off

ACORN 4: Modest means

ACORN 5: Hard pressed

Base: 845 Southend residents categorised into 4 ACORN groups, surveyed Feb 2009.

Q. How important is recycling to you?


Effort to recycle

59%

35%

6%

I recycle even if it requires additional

effort

Q How much effort do you put into recycling?

I recycle if it does not require

additional effort

I do not recycle



Social normalisation of recycling

41%

7%2%

9%

41%

Don’t know

Q Would you agree or disagree that most people in the area recycle?


Strongly agree

Disagree

Strongly disagree

Agree


28%

63%

Agree

Don’t know – 5%

Q. Would you agree or disagree that recycling is now just a part of our everyday, normal routine?


Strongly agree

2% - Strongly disagree

Household normalisation of recycling


Household normalisation – national comparisons

41%

54%

63%

28%

Strongly agree


Base: 1,512 householders across 9 Local Authorities. Autumn 2007, WRAP

Q Do you agree or disagree that recycling is now just a part of our everyday, normal routine?

Tend to agree

England Southend


Non recyclers – reasons

23%

14%

12%

9%

9%

Q What prevents you from recycling?

Can’t be bothered

Too busy or not enough time

No, or poor, service collection

Too difficult

Not enough space in my home

Base: 57 respondents who stated that they did not recycle.


Levels of claimed recycling – specific materials

91%

89%

88%

84%

83%

83%

80%

92%

Q How often do you recycle different materials?

Base: 789 respondents who stated they do recycle.

Magazines

Newspapers

Cardboard

Plastic bottles

Juice/ milk cartons

Glass bottles/ jars

Drink cans

Food tins

% say recycle “all of the time”


Levels of claimed recycling – specific materials

68%

67%

65%

60%

50%

46%

27%

Base: 789 respondents who stated they do recycle.

Yellow Pages

Food waste

Plastic carrier bags

Plastic other

Kitchen foil

Old clothes

Aerosol cans

Q How often do you recycle different materials?

% say recycle “all of the time”


Information & Knowledge

14%

10%

4%

4%

69%

What can and can’t be recycled

Q. What information regarding your recycling would you like to receive?

How to dispose of electrical and electronics equipment

What happens to recycling after it has

been collected


Service changes e.g. bank holidays

No info requested


92%

77%

73%

52%

52%

34%

Q. Which, if any, of the following recycling schemes and facilities do you use?

Pink sack recycling collection

Household waste & recycling centres

Food waste collection

Recycling points at supermarkets

Kerbside collection for textiles

Garden waste collection

% use the service

Use of services


1. 65% of residents in Southend are defined as committed recyclers, as defined by WRAP, in line with the national average.

Key findings

• Committed recyclers = Someone who…

…Believes recycling is “very” or “fairly” important

…Will recycle ‘even if it requires additional effort’

…Recycles at least 'a lot but not everything' +

NATIONAL AVERAGE = 65%

SOUTHEND = 65%

+


82%

30%

14%

Regularly use reusable bags

Q Do you do any of the following?

Compost at home

Junk Mail Prevention

Waste minimisation behaviours


Key findings

1. Recycling is generally considered a social norm in Southend.

2. Use of services is high – e.g. 92% use the pink sack service.

3. Awareness of the services are high. Residents feel well informed and content with the information provided. There is strong demand to know more about what happens to recyclables after collection.


4. Residents do not seem able to readily make the connection between their recycling behaviour and buying products with recycled content. In most cases the act of recycling itself is seen as enough.

Key findings


Recommendations• Post collection – inform residents what happens to recyclables;

possibility of visits to MRF

• Promote food waste service and (new) streets dual recycling/ litter bins

• Increase residents awareness of waste minimisation – in particular food waste

• Educate residents to be able to readily make the connection between their recycling behaviour and then buying products with recycled content .

• Commence High Performing Area Project. Project to understand how we can achieve 60% recycling rate in a representative section of Southend (Southchurch). Key successes from project to be disseminated borough wide.


THANK YOU.

ANY QUESTIONS?

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Documents

Www.coryenvironmental.co.uk Attitudes to Waste & Recycling in Southend Survey and focus group research with local residents In association with Sauce Consultancy