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What is the latest research on customers’ views on recycling & waste? Version 1 | Public© Ipsos MORI
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What is the latest research on customers’ views on recycling & waste? Version 1 | Public© Ipsos MORI
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What is the latest research on customers’ views on recycling & waste? Version 1 | Public© Ipsos MORI
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What is the latest research on customers’ views on recycling & waste? Version 1 | Internal Use Only© Ipsos MORI
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What is the latest research on customers’ views on recycling & waste? Version 1 | Public© Ipsos MORI
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What is the latest research on customers' views on recycling & waste

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Matthew Evans, the co-Head of Environmental Research at Ipsos MORI, delivered a presentation on customers’ views on recycling and waste at the Kent Resource Partnership Annual Conference.

The topic of the conference was “ What does it mean for customers to be at the heart of the resource agenda?” and its audience included retailers, recyclers, resource management companies, industry trade bodies, government and others.

Published in: Environment
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What is the latest research on customers' views on recycling & waste

  1. 1. 1 What is the latest research on customers’ views on recycling & waste? Version 1 | Public© Ipsos MORI Version 1 | Public Paste co- brand logo here What is the latest research on customers’ views on recycling & waste? 12th March 2015, Matthew Evans, Associate Director
  2. 2. 2 What is the latest research on customers’ views on recycling & waste? Version 1 | Public© Ipsos MORI What I will cover • Where are consumers now? • What are they willing to do? • What are their barriers and motivations for taking action?
  3. 3. 3 What is the latest research on customers’ views on recycling & waste? Version 1 | Public© Ipsos MORI Where are consumers now when it comes to waste and recycling?
  4. 4. 4 What is the latest research on customers’ views on recycling & waste? Version 1 | Public© Ipsos MORI What do you see as the most/other important issues facing Britain today? Base : representative sample of c.1,000 British adults age 18+ each month, interviewed face-to-face in home Source: Ipsos MORI Issues Index 0 10 20 30 40 50 60 70 May 1997 May 1998 May 1999 May 2000 May 2001 May 2002 May 2003 May 2004 May 2005 May 2006 May 2007 May 2008 May 2009 May 2010 May 2011 May 2012 May 2013 May 2014
  5. 5. What is the latest research on customers’ views on recycling & waste? Version 1 | Internal Use Only© Ipsos MORI So are there signs of “green fatigue”? Agree ‘they are tired of the fuss that is being made about the environment’31% Base: Adults aged 16-64 in Great Britain on Ipsos MORI Online Access Panel (unweighted base size: 1,000 panellists). Results weighted to reflect a nationally representative profile of Great Britain. Fieldwork was conducted between September 3rd and September 17th 2013.
  6. 6. What is the latest research on customers’ views on recycling & waste? Version 1 | Internal Use Only© Ipsos MORI Though when they are asked directly, they do show concern for the environment… Agree ‘we are heading for environmental disaster unless we change our habits quickly’59% Base: Adults aged 16-64 in Great Britain on Ipsos MORI Online Access Panel (unweighted base size: 1,000 panellists). Results weighted to reflect a nationally representative profile of Great Britain. Fieldwork was conducted between September 3rd and September 17th 2013.
  7. 7. What is the latest research on customers’ views on recycling & waste? Version 1 | Internal Use Only© Ipsos MORI 7 In your view, what are the three most important environmental issues facing [your country] today? That is, the top environmental issues you feel should receive the greatest attention from your local leaders? And waste has consistently been in the top two environmental concerns Base: Global -18,503 adults aged 18-64 in the US and Canada, and aged 16-64 in 23 other countries, 6th-20th August 2013 (at least +500 interviewed in each country). Great Britain – 1,000 adults aged 16-65 in Great Britain. All conducted on Ipsos Online Access Panel. Ipsos MORI Global @dvisor (Environmental Concern) 50 48 41 25 19 48 45 42 24 24 Future energy sources and supplies Dealing with the amount of waste we generate Overpopulation Global warming/climate change Over-packaging of consumer goods 2011 2013 Top Great Britain mentions (%)
  8. 8. What is the latest research on customers’ views on recycling & waste? Version 1 | Internal Use Only© Ipsos MORI 8 And most say recycling is important to them and are willing to make the additional effort Base: All respondents in UK (5,500), 2012 55% 38% 5% 1%UK Total Very important Fairly important Not very important Not at all important Don’t know Thinking about recycling household waste, which of the statements below best describes how important recycling is to you personally? Importance of Recycling 75% 23% 2%UK Total I recycle even if it requires additional effort I recycle if it does not require additional effort I do not recycle Don’t know Which of the statements below best describes your attitude to recycling? Recycling Attitude
  9. 9. What is the latest research on customers’ views on recycling & waste? Version 1 | Internal Use Only© Ipsos MORI To what extent do you agree or disagree with the following statements? “I try to recycle as much as I can” But self-reported and official recycling rates have plateaued recently Ipsos MORIBase: 2013 - Adults aged 16-64 in Great Britain on Ipsos MORI Online Access Panel (unweighted base size: 1,000 panellists). Results weighted to reflect a nationally representative profile of Great Britain. Fieldwork was conducted between September 3rd and September 17th 2013. 2003 – 2008 – adults aged 15+ in Great Britain, unweighted base of 2,019. per point. 72 80 89 86 22 17 9 10 18 27 38 44 0 20 40 60 80 100 2003 2005 2008 2013 Strongly agree / tend to agree (%) Strongly disagree / tend to disagree (%) Household recycling rates in England (%) Percentage(%) Year 9 Recycling rates: source Defra
  10. 10. What is the latest research on customers’ views on recycling & waste? Version 1 | Internal Use Only© Ipsos MORI Q. Which of the following statements best describes your attitude to recycling? But is there a perception gap between self-reported behaviour and actual recycling rates? Base: 1,000 residents of the SLWP area, interview by telephone. Fieldwork dates: 14th – 19th November 2012. Recycle as much as you can even if it requires additional effort Recycle when it is made easy to do so, and only requires a little additional effort Only recycle if it does not require any additional effort Do not recycle 65% 28% 4% 3% Actual recycling rates Borough Recycling rate (%) Croydon 38.06 Merton 37.31 ABK 46.79 Sutton 37.37 10
  11. 11. 11 What is the latest research on customers’ views on recycling & waste? Version 1 | Public© Ipsos MORI What are consumers willing to do and where are there opportunities for improvement?
  12. 12. 12 What is the latest research on customers’ views on recycling & waste? Version 1 | Public© Ipsos MORI % Likely to change % Unlikely to change 52% 21% 44% 23% 38% 7% 34% 4% 28% 27% 22% 45% Q. Thinking about things you might do in order to limit your own contribution to climate change, how likely or unlikely would you be to make the following changes within the next year? There is willingness to avoid over packaging, to reuse and to recycle Base : All respondents (1,040) : Fieldwork dates : 26th September – 10th October 2014 Source: Ipsos MORI 25 31 52 61 39 18 9 7 13 15 5 4 16 11 12 11 9 7 26 25 13 8 14 11 15 14 5 2 15 20 5 7 1 1 6 14 2 2 1 1 7 10 2 2 2 2 5 15 Avoiding products which have a lot of packaging Avoiding buying new goods, for example mending what you have or buying used products instead Saving energy at home, for example by installing insulation or switching off lights Recycling materials such as glass, paper and plastic Walking, cycling or using public transport instead of driving a car or motorbike Not flying, or replacing some flights with train or bus journeys I am already doing this as much as I possibly can Certain to Very likely to Fairly likely to Fairly unlikely to Very unlikely to Certain not to Not applicable
  13. 13. What is the latest research on customers’ views on recycling & waste? Version 1 | Internal Use Only© Ipsos MORI But there are still many opportunities to be greener still, for instance…
  14. 14. What is the latest research on customers’ views on recycling & waste? Version 1 | Internal Use Only© Ipsos MORI 14 Sorting out our wardrobes 1 and 2 – WRAP, Valuing our clothes report (2012), 7,950 respondents aged 16+ in the UK.; 3 – WRAP, clothing longevity and measuring active use summary report (2013). Online Access Panel (3,244 panellists). Results weighted to reflect a nationally representative profile of Great Britain. Ipsos MORI / WRAP *Excluding footwear and accessories Around 30%of clothing in the average wardrobe hasn’t be worn for at least a year1 …and just13% However… would like to do more to buy clothes that both look good and last for longer337% would pay more for clothes that have less impact on the environment2
  15. 15. What is the latest research on customers’ views on recycling & waste? Version 1 | Internal Use Only© Ipsos MORI 15 Thinking about the last time you had left-overs or made more food than was needed, what happened to those left-overs? (Multi-code) 43 21 16 8 6 12 Used as part of another meal Didn’t get used and were thrown away Used as a meal in themselves Still being stored Fed to the dog/pets/birds Don't know/can't remember/not applicable Learning about what to do with left-over food Ipsos MORI / WRAP Top Five (%) Base: 3786, UK Adults with at least some responsibility for shopping and preparing food. Fieldwork conducted face-to-face between 7th January 2013 to 24th June 2013. Data weighted to fit a nationally representative profile of the UK population.
  16. 16. What is the latest research on customers’ views on recycling & waste? Version 1 | Internal Use Only© Ipsos MORI And with food there are specific challenges for younger residents *12 accompanied shops with 18-34 years old conducted by Ipsos MORI April – May 2014 * * 4,070 British adults aged 18+ were surveyed between 25th and 29th June 2014 • 18-34-year-olds are twice as likely to agree that they don’t like eating food that is stored in the freezer than over-35s (18% versus 8%)** • Very few froze home made meals regularly to use at another time. Most freezers were used for storing frozen- brought items. • Some considered the freezer a “graveyard” for things soon to go off (e.g. “to save some meat”) or unwanted (e.g. gifts from relatives), or as an “insurance policy” – a place to make last resort meals out of. 16
  17. 17. What is the latest research on customers’ views on recycling & waste? Version 1 | Internal Use Only© Ipsos MORI 17 To what extend to you agree or disagree that the following waste collection services are adequate for the needs of your household? Disposing of the wardrobe, plus the fridge and kitchen sink Base: All respondents Aged 18+ in England (Unweighted base of 1,570). Figures have been rebased by removing “Don’t Know” responses to account for those areas where service may not be available. Data is weighted to a nationally representative profile. Ipsos MORI / University of Kent – funded by Defra and the Environment Agency 81 80 72 72 54 14 15 16 13 20 Black wheelie bin or bin bag collection Recycling collection Food waste collection Garden waste collection Bulky item collection Agree (%) Disagree (%)
  18. 18. 18 What is the latest research on customers’ views on recycling & waste? Version 1 | Public© Ipsos MORI What are the motivations and barriers to consumers taking action?
  19. 19. 19 What is the latest research on customers’ views on recycling & waste? Version 1 | Public© Ipsos MORI COM-B Model: Behaviour occurs as an interaction between three necessary conditions... Source: Michie et al (2011) Implementation Science Useful to use a framework to understand behaviour change
  20. 20. 20 What is the latest research on customers’ views on recycling & waste? Version 1 | Public© Ipsos MORI Is climate change going to be a key driver of behaviour? Source: Ipsos MORI/Chatham House (2014). See http://www.chathamhouse.org/sites/files/chathamhouse/field/field_document/20141203LivestockClimateChangeBaileyFroggattWellesleyUpdate.pdf
  21. 21. What is the latest research on customers’ views on recycling & waste? Version 1 | Internal Use Only© Ipsos MORI Q. What would you say were your reasons or motivations for recycling your household waste? (UNPROMPTED) However, helping the environment, while important, is only part of the reason for taking action on waste Base: 975 residents of the SLWP area who recycle, interview by telephone. Fieldwork dates: 14th – 19th November 2012. 2 5 2 5 9 10 51 2 3 5 8 9 13 58 Encouragement from friends/family/neighbours Nothing - I've always done it Everyone else is doing it Helps future generations Encouragement from the local council Second nature / easy / easier than not doing it Good for the environment 2012 2010 Top 7 responses % 21
  22. 22. What is the latest research on customers’ views on recycling & waste? Version 1 | Internal Use Only© Ipsos MORI To what extent do any of the following encourage you to try to minimise the amount of food that your household throws away (into the bin, compost bin or council collection)? And being efficient and our wallets’ welfare are more of a priority when it comes to food waste Base: 3786, UK Adults with at least some responsibility for shopping and preparing food. Fieldwork conducted face-to-face between 7th January 2013 to 24th June 2013. Data weighted to fit a nationally representative profile of the UK population. Ipsos MORI / WRAP 71 68 63 48 42 37 Wanting to manage my home efficiently The possibility of saving money Eating the healthiest diet possible Feelings of guilt when I throw food away that could have been eaten A desire to reduce my impact on the environment Food shortages elsewhere in the world A great deal / a fair amount (%) 22
  23. 23. What is the latest research on customers’ views on recycling & waste? Version 1 | Internal Use Only© Ipsos MORI Do we ask too much of the public? • Time can be a key barrier. If we ask too much of the public they might be tempted to take the easy way out Provide them with clear information which they can refer to easily Public respond well to a more positive tone Explain the benefits of taking action for the area “One bin is better, it just looks messy when you’ve got loads of different ones” Male, Birmingham “I think they’re trying to break it up too much” Male, Dunbar “They send little leaflets through the door with big pictures on so you know what can be recycled easily...you can stick it on your fridge as well” Female, Cardiff. Points to consider …
  24. 24. What is the latest research on customers’ views on recycling & waste? Version 1 | Internal Use Only© Ipsos MORI In moving towards our more resource efficient economy it will be important to... Capitalise on our worries about waste by… Making it easier to do the right thing and… Pointing us in the right direction
  25. 25. What is the latest research on customers’ views on recycling & waste? Version 1 | Internal Use Only© Ipsos MORI Version 1 | Internal Use Only Paste co- brand logo here Thank you matthew.evans@ipsos.com | 020 7347 3004 © Ipsos MORI This work was carried out in accordance with the requirements of the international quality standard for market research, ISO 20252:2006 and with the Ipsos MORI Terms and Conditions which can be found here

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