Attitudes to Waste & Recycling in Southend Survey and focus group research with local residents

1. Attitudes to Waste & Recycling in Southend Survey and focus group research with local residents In association with Sauce Consultancy Emma Cheesman Recycling Services Manager

2. Provide a base line Understand residents perception of services Identify areas for improvement Market segmentation = direct marketing Objective of Survey

3. 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.

4. MAIN FINDINGS

5. Importance of Recycling Q. How important is recycling to you? Very important Fairly important Not very important Not at all important Base: 845 Southend Residents aged 16+, face to face and in home, Feb 2009

6. Importance of recycling – ACORN groups Q. How important is recycling to you? 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.

7. Effort to recycle Q How much effort do you put into recycling? I recycle even if it requires additional effort I recycle if it does not require additional effort I do not recycle Base: 845 Southend Residents aged 16+, face to face and in home, Feb 2009

8. Social normalisation of recycling Q Would you agree or disagree that most people in the area recycle? Don’t know Strongly disagree Disagree Strongly agree Agree Base: 845 Southend Residents aged 16+, face to face and in home, Feb 2009

9. Household normalisation of recycling Q. Would you agree or disagree that recycling is now just a part of our everyday, normal routine? Don’t know – 5% 2% - Strongly disagree Agree Strongly agree Base: 845 Southend Residents aged 16+, face to face and in home, Feb 2009

10. Household normalisation – national comparisons Q Do you agree or disagree that recycling is now just a part of our everyday, normal routine? England Southend Strongly agree Tend to agree Base: 845 Southend Residents aged 16+, face to face and in home, Feb 2009 Base: 1,512 householders across 9 Local Authorities. Autumn 2007, WRAP

11. Non recyclers – reasons 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.

12. Levels of claimed recycling – specific materials Q How often do you recycle different materials? % say recycle “all of the time” Magazines Newspapers Cardboard Plastic bottles Juice/ milk cartons Drink cans Glass bottles/ jars Food tins Base: 789 respondents who stated they do recycle.

13. Levels of claimed recycling – specific materials Q How often do you recycle different materials? % say recycle “all of the time” Yellow Pages Food waste Plastic carrier bags Plastic other Old clothes Kitchen foil Aerosol cans Base: 789 respondents who stated they do recycle.

14. Information & Knowledge Q. What information regarding your recycling would you like to receive? What can and can’t be recycled What happens to recycling after it has been collected Service changes e.g. bank holidays How to dispose of electrical and electronics equipment No info requested Base: 845 Southend Residents aged 16+, face to face and in home, Feb 2009

15. Use of services Q. Which, if any, of the following recycling schemes and facilities do you use? % use the service Pink sack recycling collection Household waste & recycling centres Food waste collection Kerbside collection for textiles Recycling points at supermarkets Garden waste collection

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

17. Waste minimisation behaviours Q Do you do any of the following? Regularly use reusable bags Compost at home Junk Mail Prevention

18. Recycling is generally considered a social norm in Southend. Use of services is high – e.g. 92% use the pink sack service. 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. Key findings

19. 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

20. 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. Recommendations

21. THANK YOU. ANY QUESTIONS?

22. www.coryenvironmental.co.uk