Veolia urges clearer labeling as research reveals UK recycling confusion remains rife

13 Feb 2020 --- UK resource management company Veolia has called for clearer recycling labels on packaging after YouGov research found that only 8 percent of UK consumers strongly believe that they are clear. Over a third of respondents admitted that recycling confuses them while only 12 percent felt they could trust recycling labels. The research also found that consumers are much more likely to recycle at home compared to on-the-go and in the workplace.

For Richard Kirkman, Chief Technology and Innovation Officer, Veolia UK and Ireland, The On-Pack Recycling Label’s (OPRL) recently-announced binary labeling system (“Recycle” or “Don’t Recycle”) will be instrumental in minimizing confusion and driving up recycling levels.

“How can we expect people to recycle if they don’t trust the information presented to them? The nation is ready: people are onboard with recycling. To reach our targets, the UK needs standardization in the initial stage of the chain.”

OPRL’s binary labeling system is a game-changer, says Richard Kirkman, Chief Technology and Innovation Officer, Veolia UK and Ireland.“OPRL’s binary labeling system is a game-changer and will provide the shake up we need. This is giving consumer’s the clarity they need to make informed decisions, from buying products right through to recycling or disposing of them. We expect this will directly increase in recycling rates,” Kirkman tells PackagingInsights.

Kirkman stresses that mandatory labeling should be an essential consideration for the UK government as it develops its Resources and Waste Strategy actioned under the Environment Bill.

“Consumers tell us that clear, consistent advice is essential – they want to do the right thing and they want recycling labels on packaging to give practical information they can trust. That's why we've redesigned our labels, summarizing the evidence on what councils collect, what MRFs can sort, what gets re-processed and what gets turned into new packaging or products,” adds Jane Bevis, Chair OPRL.

Public recycling lags behind household
A huge disparity between recycling habits when at home, in the office and being out was uncovered by the research. The public is nearly 50 percent more likely to always recycle at home compared to when out and almost twice as likely to always recycle at home than at work.

“We have become a recycling society, people understand that they need to and they are trying to recycle at home. The easy things are now being recycled such as newspapers, bottles and boxes. Yet, from our research, it is clear that recycling signage and labeling are confusing people, for example, for pots tubs and trays, and so it makes recycling less accessible to the public who may be in more of a rush when they are out and about or at work. Something like OPRL labels are required and it needs to be mandatory for all packaging,” Kirkman explains.Veolia's recycling facility in Southwark, London, UK.

The Department for Environment, Food and Rural Affairs (DEFRA) are tackling these labeling issues head-on with its Resources and Waste Strategy coming to fruition throughout the year. This progressive strategy will harmonize recycling labeling, making it clearer to consumers, which should in turn increase recycling habits, Kirkman believes.

Meanwhile, Veolia aims to inject a fresh perspective into these recycling situations to revolutionize the UK’s waste disposal tendencies, meet DEFRA’s July 2020 targets and regenerate the environment.

The company’s research found that the most common place for people to look to for recycling information is on the bins themselves. Veolia is encouraging the pairing of clearer signage across locations with consistent labeling to ensure a reduction in the imbalance of recycling in the workplace, when out and when at home. In the meantime, it is important for people to use their local council websites to ensure they are recycling the correct materials, Veolia indicates.

Older generations more likely to recycle
One of the key findings of the YouGov research was that older generation consumers are more likely to recycle at home, work or while out and about.Veolia is launching a Sustainable Packaging Academy.

“Older generations are more likely to always recycle and this may be due to them being more familiar with the recycling rules at home compared to the younger generation. I think probably the kids care, but they need better labeling,” Kirkman tells PackagingInsights.

The research also discovered that 66 percent of consumers believe it has become easier to recycle in the last five years. Encouragingly, 91 percent of people agreed that recycling is indeed “worth it” in terms of time and energy output.

“Clearer recycling labeling paired with signage and the consistency in guidelines to accommodate all locations is fundamental to help people separate their products correctly. These fundamental changes will shake up the system, making the move towards a circular economy and resuscitating the environment,” Kirkman concludes.

This month, Veolia announced that it is launching a Sustainable Packaging Academy to make it easier to improve manufacturers’ environmental credentials. Designed to close the link between producers and recyclers, this new initiative will provide businesses with the opportunity to better understand packaging circularity and future-proof packaging design.

By Joshua Poole