Changing Environmental Behaviors Moving Consumers from Advocate to Action Sean Burchill Account Manager September 19, 2012

Presentation Overview Call2Recycle® How do we change? Challenges Studies and Experiences Conclusions

Who is Call2Recycle®? Founded in 1994 to address a quilt of state regulations on rechargeable batteries; operated by the non-profit RBRC First and most successful product stewardship program in North America No cost to consumers, retailers and participants; 100% funded by battery and product manufacturers 60,000 collection sites – public and private – throughout the U.S. and Canada Over 70 million pounds of batteries and cellphones collected since inception Complies with Basel Treaty ban on exports: e-Stewards Recognition R2 Certified

How do we change this …

To this…?!?

Consumer Behavior Performance is based on changing consumer behavior and not by producers / stewards investing money Developing programs based on individual materials will, by definition, confuse rather than enlighten consumer responsibility and behavior Very immediate and high expectations of performance often are inconsistent with how quickly consumer behavior will change

Consumer Awareness Challenges If you build it, they still may not come (ex. New York) Last year New York banned rechargeable batteries in household trash and required take-back programs at all retailers that sold them. When this happened Call2Recycle© saw a jump in retailers registering to participate in the free rechargeable battery recycling program. Battery collections from New York, however, have not increased correspondingly. There’s a lot of noise in the marketplace Knowing what can be recycled and what cannot poses difficulties

Green Guilt is Up! (Doubled since 2009) 29% of those surveyed on behalf of Call2Recycle admitted suffering from “green guilt” – the knowledge that you should be doing more for the environment 57% of Americans posses old electronics that they need to dispose of 59% say that manufacturers have responsibility for proper product disposal 84% of Americans want to recycle their e-waste because they have recycled in the past year Yet 44% say that not knowing how or where to recycle their e-waste is a barrier View the full infographic at call2recycle.org/green-guilt/

Consumers Recycling A recently released IPSOS survey found that most recycling is home-based with 46% utilizing curbside recycling and 26% taking items to a local drop-off facility Northeast and Western residents recycle at higher rates than the rest of the country (58% and 56%, respectively) 57% of adults 55 years and older report recycling daily While the amount of people recycling has doubled over the last 20 years, that still only equals 58% of Americans that said they recycled on a regular basis in 2011, according to a survey by GfK Custom Research North America for SC Johnson

I haven’t had the need (43%) Thrown away in the garbage (54%) Reasons for Not Recycling/Alternatives to Recycling Reasons for not Recycling Batteries/Cellphones I haven’t had the need (43%) Didn’t know where (37%) I didn’t know I could (24%) Thought that I have to go to a special place to recycle them (15%) I thought I could only recycle them once a year at a special place (4%) Other (4%) What Is Done With Batteries/Cellphones Instead Of Recycling Thrown away in the garbage (54%) Held on to/Stored (35%) Donated (15%) Given to a friend/family member (8%) Other (7%)

Where Do U.S. Consumers Get Info on Recycling? At a retailer/store 46% 38% 37% Word of mouth (from a friend/family) 22% 16% 20% Online/website 19% 14% Town/community 17% 18% Recycling/environmental organization Rechargeable batteries Single-use batteries Cellphones

Recycling Behavior: Is There A Pattern? Cellphones Rechargeable Batteries Single-Use Batteries Frequency of Recycling: When Started Recycling Items: How Long Are Materials Kept Before Recycling: 12

Of the 47% of US Consumers that Recycle Batteries, Where Do They Return Them? 18% of the U.S. at Retail

So What Works & What Doesn’t? Collection kiosk should be visible, self-explanatory & not interfere with operations Instructions should be near the opening

Encourage and reward participation in your recycling initiatives If it looks like trash, people will treat it like trash

Knees can’t read – put instructions at eye level If instructions can’t be found or read, expect to find extraneous items A well-designed recycling program can enhance a brand, generate loyalty and make a major impact on environmental preservation, but businesses are making big mistakes that inhibit true progress. Call2Recycle has studied the best practices for collecting recyclables in a self-serve setting. We can offer recommendations in several areas. Communicate explicitly and in the right place: Knees can’t read and graphics work better than text.

Build the container to fit the item Photos are far better than icons or cartoons

Use different bins for each item This information is available at call2recycle.org/beyondthebin/ For more details about the findings of the study, visit call2recycle.org/beyondthebin

Ultimately, it’s about convenience!

Everybody Plays a Role Responsibility must be shared by all those involved in the product lifecycle to reduce the environmental impact

Regional Account Manager QUESTIONS? Call2Recycle® 1000 Parkwood Circle, Suite 200 Atlanta, GA 30339 USA 877-723-1297 www.call2recycle.org Sean Burchill Regional Account Manager 678-218-4576 Email: sburchill@call2recycle.org