Better recycling options will improve shopper perception of retailers, finds Greenredeem


New research released by Greenredeem, the company that rewards people for everyday green actions, shows that the majority of UK shoppers (51%) will look more favourably upon retailers if they offer recycling on-the-go facilities. Recycling facilities also offer retailers the huge potential to increase loyalty; 91% of shoppers said they’re more likely to recycle on-the-go if the retailer offers them reward incentives such as loyalty points, or discounts for returning.

There’s a real opportunity to further increase the UK’s recycling rates, as although 93% of UK shoppers already recycle at home, only a quarter (25%) recycle on-the-go. Shoppers said that the main reason they would increase recycling on-the-go levels is if they had better access to on-the-go recycling facilities. Almost three quarters (73%) of shoppers surveyed across the UK would also be more likely to recycle on-the-go if they were rewarded for doing so.

With annual recycling rates continuing to slow, it’s imperative that local residents have every opportunity to recycle whether it’s at home, while shopping or on-the-go. It is estimated that 580,000 tonnes of plastic bottles enter the UK household waste a year, with some 306,000 tonnes (around 52%) collected for recycling. This presents a huge opportunity to improve recycling rates by offering more incentivised, recycling facilities in high traffic locations such as local supermarkets and shopping centres.

Greenredeem believes that recycling kiosks are the solution. Introducing recycling kiosks into popular locations, will give UK residents a unique opportunity to recycle, and be rewarded at the same time. The company plans to introduce over 200 kiosks into the UK from early 2015, working initially with existing local authority partners offering the Greenredeem programme.

The research also found that although 72% of shoppers accepted responsibility for recycling, 40% felt that retailers are also responsible.

“It’s clear that there is a healthy appetite for recycling on-the-go in the retail sector. We believe that by making it easier, by incentivising and increasing the opportunities to recycle, consumers can recycle even more waste than they already do” said Rob Crumbie, communications director at Greenredeem. “Our research also shows that retailers have the opportunity to benefit by introducing kiosks, from improved brand perception and increased customer loyalty. The way people are consuming is changing and we need to address this in the industry. The aim of this roll out is to ensure that shoppers have more opportunities to easily recycle on-the-go in a way that slots into their lifestyle, ultimately boosting the UK’s recycling rates.”