LRN Re-use Research & Insights

Reason for Research Summary of re-use research:  Association of charity shops – Choose 2 Reuse (2006)  Brook Lyndhurst – Consumers responses to how the Recycle Now campaign could be used to convey waste prevention messages (2009)  GFK Public Attitudes to Waste in Waste – looking at reduction, re-use, recycling and recovery (2010)  Zero Waste Scotland – investigating attitudes and behaviours towards purchase, use and disposal of clothing (2010  Oldham & Greater Manchester – focus groups to test terminology and messages that motivate consumers to reuse (2010)  WRAP – Jan 12 focus groups to test re-use terminology and bulky waste/textile campaign concepts for donation. Similar research currently being carried out for buying re-used items (2012)

LRN Research Aim Overarching aim:  Develop a deeper understanding of, and insights into current and potential audience groups Specifically:  Barriers and motivators to re-use from a buyer, donor and volunteer perspective  Perceptions of the term re-use – what it means to people  How best to communicate re-use messages

Qualitative Approach  Provided real insight into people perceptions, attitudes and motivations  Enabled us to identify clear audience segmentation and messages needed  Enabled us to target campaigns more effectively by understanding our audiences behaviour and their motivators Selection:  London participants – mix of demographics, gender, employment status and living situation

Key Findings  Generic lack of understanding of term re-use – associated with recycling and Council services Barriers to donation & buying  Donation - ease, not making money on goods, lack of knowledge about what can be donated, not thinking items are in a re-sellable, emotional attachment, being able to make money through channels such as Ebay  Buying – time & effort, stigma – quality of goods, second-hand services for ‘poor people’

Key Findings Donation drivers:  Feels good to give something back to community  Provides for those people who may be otherwise unable to buy goods  Reduces waste going to landfill/ incineration  Making it easy to donate – why wouldn’t you!  Understanding the value of goods and potential to extend life Buying drivers:  Value for money  Reducing waste and personal environmental driver

Who donates & buys Donation:  Higher incomes, middle class households  Women  Older people  People’s affiliation to a Charity  Life-stage e.g. moving house, spring clean Buying:  Lower socio-economic groups  Middle class income earners – bargain hunters/vintage items  Life-stage e.g. buying new home, rented accommodation, having children

Audience Profiles Only Donors Mixed demographic. Slight Basis towards parents living with children Higher socio-economic groups Understanding of recycling is high Understanding of ‘re-use’ is much lower Donate on an infrequent basis Rarely buy, if at all – tend to buy ‘new’ Like to ensure further life for old things Vintage & ‘retro’ hold appeal Like to support the community/less fortunate Perceived ‘quality issues with second hand items Bargain Buyers Lower socio economic profile Lower income generators Re-use is associated with recycling Donate less frequently than they buy Cost is a key motivator Maybe sceptical towards Charity shops Free pick up services important Like to donate items to local community Second hand good deemed as ‘good value’

Audience Profiles Re-use Resistant Group with the most urban professionals Higher income earners Low awareness of the term ‘re-use’ Less motivated than other segments by improving the environment and giving the community Low motivation to seek out local service Likely to have specific items in mind shopping; will often browse online first before going to a shop Ease and convenience are the biggest motivators to donating and buying Often acknowledging their own laziness/lack of interest Perceive reused goods as substandard May donate if it easier than disposing of goods in another way Reliable Re-users Mixed demographic Mix of incomes Part-time employed and unemployed Relatively high awareness of re-use yet still more familiar with ‘recycling’ Receptive to re-used goods Likely to have personal experiences which meant sourcing things at lower cost was important Positive experiences of second hand services – changed perception View second-hand shopping as value for money Barrier – motivate

The ideal re-use service!  Free pick up services  One stop-shops for both donations and buying  Open weekends and evenings  Provide warranties for electrical and more expensive items  Clear promotional information about what re-use is, buying and donation messages and local re-use centres  User friendly website – where you can buy and donate online  Nice displays – shopping environments – shopping experience

Actionable Insights  Need to raise awareness of re-use means  Re-use services need to be easy and convenient  Value resonates more than environmental message  Finding a hidden treasure/vintage item is one of the most appealing factors of second hand goods - aspirational  People like to donate as it makes them feel they are doing a good thing – community benefit  People want to know what happens to the items they donate  Normalise re-use – make it mainstream  Associate re-use with good quality items – quality standards/warranties  Clearly signpost people to re-use centres

Communication Channels  Working with local authorities  In-store promotion  Working with community groups  Online promotion  Targeting direct mail

Identity Concept Testing  Testing of 4 x concepts  Testing of terminology reuse vs re-use  Testing colours & typefaces  Testing applications e.g. stationery, external media channels, livery etc.  Selection of 2 x preferred concepts for further testing

Thank you