Positive messages are the way to promote recycling

People with a negative view of recycling are more likely to change their attitude after seeing positive messages about the benefits. That’s the main finding of an independent study commissioned by us, and conducted by Mindlab International, which asked the question: ‘Do positive or negative messages have a greater impact on attitudes to recycling?’

200 people from England, Scotland, Ireland and Northern Ireland completed an online exercise to measure their attitudes to recycling before and after being shown positive and negative images about it. The results showed that positive messages had a greater impact on those who recycle less often, suggesting that more negative ways to persuade the public to participate – such as ‘pay as you throw’ – would be less effective.

The survey also revealed that people preferred their communications about recycling to be infrequent, and while social media is a viable outlet, most respondents preferred to receive information via the traditional leaflet.

We are looking forward to helping shape our recycling and waste management clients’ future strategies by incorporating some of these results. Look out for more details in the trade press over the coming months – or call us on 01825 714329 if you want to talk more about our findings.