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

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

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.

MAIN FINDINGS

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

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

Effort to recycle I recycle even if it requires additional effort Q How much effort do you put into recycling? 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

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

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

Household normalisation – national comparisons Strongly 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 Q Do you agree or disagree that recycling is now just a part of our everyday, normal routine? Tend to agree EnglandSouthend

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.

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

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

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

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

1.65% of residents in Southend are defined as committed recyclers, as defined by WRAP, in line with the national average. Key findings 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% +

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

Key findings 1.Recycling is generally considered a social norm in Southend. 2.Use of services is high – e.g. 92% use the pink sack service. 3.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.

4.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

Recommendations 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.

THANK YOU. ANY QUESTIONS?