Provenance, Valpak and WRAP clear up recycling confusion with digital tool for consumers
13 Dec 2021 --- Provenance, Valpak, and WRAP are launching a recycling tool to boost the UK’s “less than stellar” recycling rates by enhancing consumer recycling behavior. The tool is accessible online or via QR codes on packaging.
Dubbed “Recycle Router,” the tool’s purpose is to create a simple way for people to find out how to recycle specific types of packaging in their local area. The goal is to expand the full Recycle Router capability to business as well as consumers in 2022.
The tool can be used by entering a UK zip code online or via a QR-code on-pack, allowing consumers to easily find out if and where their packaging can be recycled.
“The Recycle Router allows brands to differentiate themselves at the point of purchase by claiming credit for genuine recyclability while empowering shoppers with clear, localized guidance on packaging disposal options,” says Jessi Baker, CEO and founder of Provenance.
“The Recycle Router will tell people if they can recycle specific packaging via their curbside collection in their postcode and/or the nearest center that will process a given material.”
However, according to Innova Market Insights, UK consumers’ interest in engaging with connective packaging technologies is significantly below average. Twenty eight percent indicate to be somewhat or very interested in the usage of QR-codes, while the global value is more than half (54%).
Consumer recycling struggles
Provenance explains that recycling procedures remain largely confusing to a wide majority of UK consumers. Furthermore, different councils collect different types of waste, “meaning there is no nationwide rulebook for what goes where.”
“Together these factors are leading to shopper uncertainty, recycling ‘guilt’ and ultimately, packaging going to landfill unnecessarily,” says Provenance.
Relatedly, Innova Market Insights found UK consumers perceive their own behavior as the largest contributor to plastic pollution (58%), followed by packaging suppliers (54%).
Furthermore, 75% of UK consumers and 77% of global consumers agree food and beverage companies should state clear recycling guidelines on packaging.
The UK Government is planning to address consumer recycling confusion via new Extended Producer Responsibility legislation by 2023. This legislation is intended to ensure all packaging is clearly and consistently labeled to provide consumers with useful recycling information.
Eco-related concerns
Recycling procedures remain largely confusing to a wide national majority (Image credit: Provenance.)
Provenance adds that people today are more environmentally aware in their purchasing behavior than ever before. The Recycle Router is designed to tap into consumers’ growing environmental consciousness.
Innova Market Insights’ top 2022 trend indicates peoples’ concern for the planet is overtaking concerns for their own health. The so-labeled “Shared Planet” trend indicates consumers today are more ethically and environmentally conscious than in the past and make planet protection their number one priority.
“By delivering location-specific recycling instructions for mixed and/or unique packaging materials, brands that choose to deploy the Recycle Router can now help shoppers do their bit for the environment more easily,” says Provenance.
“The Recycle Router is offered as part of the broader Provenance software solution for sustainability communications. The capability is now being rolled out for the current brand and retail customers of Provenance with the goal of expanding the full solution to broader industry customers in 2022.”
Provenance will combine its solution with WRAP and Valpak’s extensive data and expertise in recycling, waste services and compliance to monitor progress.
UK Plastics Pact progress
Earlier this month, The UK Plastics Pact reported its members have cut single-use plastic packaging items by 46% and reduced the overall amount of supermarket packaging by 10% between 2018-2020.
However, WRAP, the charity managing the initiative, warns “much more action is needed” to boost levels of recyclable plastic packaging around the country.
By Natalie Schwertheim
