changing the way we talk about recycling
TRANSCRIPT
changing the way we talk about recycling
Monica BoehringerRefuse and Recycling Coordinator
City of Manassas
What is the public perception of recycling?
What influencers and the media believe
Industry
• The current business model for recycling is in “crisis.”
• The recycling industry has not compensated for the “evolving ton.”
• Commodity prices have plummeted and common recyclables have lost value.
Jurisdictions
• Incompatible local systems make recycling confusing for residents.
• Jurisdictions have set their sites too high on “zero waste” without considering issues within the recycling industry.
What influencers and the media believe
Citizens
• Citizens practice “wishful recycling” on the outside chance they may get it right.
• Single stream recycling leads to contamination of recyclable material.
• Citizens are tired of trying to recycle.
What influencers and the media believe
• 94% recycle• 9% don’t think it’s necessary
According to a 2014 Harris Poll* on behalf of Institute of Scrap Recycling Industries (ISRI)
*2,000 Americans surveyed
According to a 2014 Harris Poll* on behalf of Institute of Scrap Recycling Industries (ISRI)
*2,000 Americans surveyed
• 90% believe recycling should be made easier• 62% say that if a product is not easy or
convenient to recycle – they won’t do it.
Conclusion:People want to recycle – they’re just confused …
The industry and jurisdictions have sent:
• mixed messages• confusing instructions• poor explanations
For the past 29 years … the public have been led to associate recycling with:
• energy consumption• decreasing pollution• preserving natural resources
Make recycling relevant
Saves money by reducing the amount of waste sent to landfill.
Helps create local jobs and supports local businesses.
Improves public health.Reduces the need to waste natural
resources.
Aren’t we already saying that?
According to the EPA:
• Reduces the amount of waste sent to landfills and incinerators.• Conserves natural resources such as timber, water, and minerals.• Prevents pollution by reducing the need to collect new raw materials.• Saves energy.• Reduces greenhouse gas emissions that contribute to global climate
change.• Helps sustain the environment for future generations.• Helps create new well-paying jobs in the recycling and manufacturing
industries in the United States.
Think about it …
Humans now have a shorter attention span than a goldfish ….
AND
Nearly 50% of all American Adults have limited literacy skills …
Industry and jurisdictions need to think about how they communicate!
THEN
IF
energy consumption
decreasing pollution
preserving natural
resources
SaveMoney!
LocalJobs!
Improve Health!
Yeah, but what’s in it
for me?
Relative Advantage
Compatibility
Complexity
Normative Influences
Efficacy
Facilitating Conditions
Attitude
Subjective Norm
Perceived Behavioral
Control
Behavioral Intention
ActualBehavior
The Psychology of changing behavior
Recycling is Good
It fits my lifestyle
It’s not too hard
It’s the “right”
thing to do
It works
I set it out on Tuesday
I want to do this
My friends do it too
I can do this
I will do this I did it!I recycled!
What it looks like when you add recycling!
Developing clear, coherent messages
Effective Public Engagement:
1. Presents the issue2. Provides information3. Seeks agreement4. Asks for cooperation5. Stimulates action
Don’t invite confusion
RECYCLE WHAT????
Are we making
recycling easier?
It’s sounds like you’re explaining the plot of
Game of Thrones
• Keep messages clear• Talk in pictures• Use simple language• Stay positive• Be creative
5 Fast Tips for Better Communication
Putting theory into practicein written communication• Presents the issue
• Provides information• Seeks agreement• Asks for cooperation• Stimulates action
• Recycling• Saves Money/Creates
Jobs/Improves Quality of life
• Want to help?• Sort your recycling• Set it out Tuesday
Theory
Practice
Recycle with me!
Okay! It’s on Tuesday – right?
Using new and social media to spread the word
Finally!!
• Don’t get too technical• Never use acronyms• Use appropriate language for media format• Make sure that your pages and information
are mobile friendly!
The Pew Research Center tells us that 64% of American adults now own a smartphone of some kind.
• Keep sentences to 25 words or less.• Paragraphs should not be longer than 3 sentences.• Use lists and links• Keep formatting simple
Thank you!
Monica BoehringerRefuse and Recycling CoordinatorCity of ManassasPhone: (703) 257 -8252Email: [email protected]
“I know it may seem small and insignificant, but it’s not about what it is, it’s about what it can become.”
~The Lorax