1. London Western Riverside Study: Phase 2 John Leaman, MORI 11 February 2004

2. Contents Background Methodology Summary - What’s changed? Main Findings –Attitudes towards Recycling –Knowledge and Views of Services –Recycling Behaviour –Campaigns & Communications Questions?

3. Background One year on from first survey, access to recycling facilities in Western Riverside is improved: –kerbside schemes fully rolled-out –Orange sacks Doorstepping campaign and (in Kensington & Chelsea) Recycling Wardens Work in schools may also help to “educate” parents Newsletters and articles in council publications

4. Methodology Second wave designed to update first wave - to gauge impact of new services and campaign on a Borough-specific level Wave 1 9 Oct-26 Nov 2002 1,300 interviews - 408 Lambeth - 313 H&F - 277 K&C - 302 Wandsworth Wave 2 27 Oct-30 Nov 2003 1,314 interviews - 354 Lambeth - 298 H&F - 312 K&C - 350 Wandsworth Face-to-face, in-home interviews Sample selected (by quota) to be representative of 16+ populations in each Borough Statistically “weighted” to fine-tune profiles, and ensure precise comparability between the two waves

5. Interpreting the Changes For changes/trends to be statistically significant, we need shifts (plus or minus) of at least: –3 percentage points in the overall results –8 percentage points in the Borough-specific results... or more if the questions are only asked of certain groups (those with kerbside, those with recycling banks etc)

6. Summary - What’s Changed?

7. Summary - What’s Changed? (1) Perceived value of recycling is unchanged - but remains very high (67% say it’s “very worthwhile”) Knowledge of recycling services and awareness of campaigns are up overall - especially “what materials can/can’t be recycled in your area” (+16) and “what recycling services are provided in the local area” (+16) “What happens to materials after they’re recycled” is also better understood - but still most people are not sure (60%) Particularly strong gains on knowledge of recycling services in H&F (32% to 64% “well informed”) - and Wandsworth (43% to 60%).

8. Summary - What’s Changed? (2) People now believe that more people are recycling (on average, up from a [perceived] average of 25% to 34%). Gains in all Boroughs - particularly Wandsworth (23% to 39%) Several specific materials are now more widely felt to be recyclable “in this specific area”: card/cardboard (+7), food and drink cans (+8), fruit juice/milk cartons (+10) and - in particular - plastic bottles (+18) No shift on newspapers/magazines, glass bottle and jars or old clothes/shoes Misconceptions remain, however (50% in Lambeth say they can recycle card/cardboard). A typical case of “benefit of the doubt”.... ?

9. Summary - What’s Changed? (3) As with knowledge and perception of recycling, behaviour is also shifting - dramatically 26% say “I recycle everything possible” (more than doubled from 11% last time) Borough-specific shifts are: –Lambeth 11% to 24% (+13) –H&F 9% to 31% (+22) –K&C 14% to 19% (+5) –Wandsworth 11% to 30% (+19) Those reporting low/no recycling are correspondingly fewer

10. Summary - What’s Changed? (4) Recycling of specific materials reflects growing perceptions that they can be recycled: “Every/most time” recyclers are now: –44% for card/cardboard (+15) –40% for drink cans (+18) –25% for fruit juice/milk cartons (+13) –…. and 36% for plastic bottles (+23%) Increased recycling behaviour is explained by people mainly on the basis of the availability of better facilities: –“Have been given bins/bags/of different colours” up from 10% to 37% (spontaneous mentions)

11. Summary - What’s Changed? (5) Reported access to kerbside up from 36% to 54%, and –from 36% to 42% in Lambeth (+6) –from 31% to 63% in H&F (+32) –from 40% to 41% in K&C (+1) –from 39% to 70% in Wandsworth (+31) Satisfaction with council - provided recycling facilities up: –“Overall provision” is rated well by –52% in Lambeth (+12) – 61% in H&F (+34) –55% in K&C (+28) –64% in Wandsworth (+24) Accessibility, range and services at local tips also all better rated overall, in each Borough

12. Summary - What’s Changed? (6) Home storage remains a challenge; despite some improvements: –46% agree they need a container to be provided –42% say they don’t have enough space –…. 30% feel it causes smells/clutter And most still feel they need more information on what can/can’t be recycled (albeit down from 68% to 57%). By Borough, it is –64% in Lambeth (-1) –42% in H&F (-26) –57% in K&C (-16) –62% in Wandsworth (-5)

13. Attitudes Towards Recycling

14. Everybody’s Doing it...? Q14What proportion of households in this area do you think recycle or compost? Nobody (0%) One in ten (10%) Two in ten (20%) Four in ten (40%) Six in ten (60%) Eight in ten (80%) Three in ten (30% Five in ten (half) Seven in ten (70%) Nine in ten (90%) Everyone (100%) -4 -11 -7 -3 +2 +1 0 Change + Mean 34% (+9) Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI

15. Attitudes Towards Council Recycling % Agree % Disagree The amount I recycle is limited by the kinds of things that the council accepts for recycling Q28/31I’d like you to tell me to what extent you agree or disagree with each statement. Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI -2745 -5 Change on “Agree”

16. Attitudes Towards Council Recycling % Agree % Disagree The amount I recycle is limited by the kinds of things that the council accepts for recycling I don’t believe the council actually does recycle all of the items collected for recycling Q28/31I’d like you to tell me to what extent you agree or disagree with each statement. Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI -5 -2 Change on “Agree”

17. Knowledge and Views of Service

18. Satisfaction with Council Recycling Facilities % Satisfied Q21Thinking about the recycling facilities your local council provides, how satisfied or dissatisfied are you with....? Accessibility of recycling services The provision of recycling facilities overall % Dissatisfied The provision of recycling facilities at your local tip Change on “Satisfied” +18 +11 Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI +19 The range of recyclables you are able to deposit

19. Satisfaction with Council Recycling Facilities Q21 LambethH&FK&CWandsworth Overall Provision52% (+12)61% (+34)55% (+28)64% (+ 24) Accessibility58% (+14)68% (+36)59% (+13)58% (+ 14) Range43% (+5)62% (+36)55% (+7)64% (+ 25) Local Tip43% (+10)51% (+27)33% (0)45% (+ 6) “Satisfied” (& 2000-03 change)

20. -3646 Barriers to Recycling in the Home % Agree % Disagree I would need to be provided with a container to store recyclable materials in my home -14 Q35/36/37I’d like you to tell me to what extent you agree or disagree with each statement. Change on “Agree” Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI

21. -36 -46 46 42 Barriers to Recycling in the Home % Agree % Disagree I would need to be provided with a container to store recyclable materials in my home -14 There is not enough space in my home to store recyclables -10 Q35/36/37I’d like you to tell me to what extent you agree or disagree with each statement. Change on “Agree” Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI

22. Barriers to Recycling in the Home % Agree % Disagree I would need to be provided with a container to store recyclable materials in my home -14 There is not enough space in my home to store recyclables -10 Separating rubbish isn’t clean and causes smells/ clutter in the house -6 Q35/36/37I’d like you to tell me to what extent you agree or disagree with each statement. Change on “Agree” Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI

23. Barriers to Recycling: By Borough Q35/36/37 LambethH&FK&CWandsworth I need a container 50 (-1)47 (-18)34 (-28)52 (-6 ) There is not enough space 44 (-8)38 (-6)36 (-18)48 (-11 ) Separating rubbish causes smells/clutter31 (-6)28 (-2)23 (-17)38 (0 ) % “Agree” (& 2000-03 change)

24. Information Available on Recycling % Informed % Not informed What the benefits of recycling are +5 What materials can and cannot be recycled in your area +16 What recycling services are provided in the local area +16 What types of recycled products you can buy +12 What happens to materials after they are collected +14 Campaigns/promotions in the local area +16 Q8-13How well informed would you say you are about each of the following? Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI Change on “Informed”

25. Information Available on Recycling Q21 LambethH&FK&CWandsworth Benefits of recycling59 (+8)76 (+17)63 (-3)62 (-2) What can/can’t be recycled59 (+12)69 (+26)61 (+4)72 (+21) Local recycling services52 (+9)64 (+32)53 (+9)60 (+17) What recycling products can be bought47 (+4)56 (+21)55 (+12)49 (+13) What happens after materials are recycled31 (+14)44 (+26)31 (+8)24 (+6) Local campaigns/ promotions36 (+14)39 (+26)31 (+13)32 (+13) % “Informed” (& 2002-03 change)

26. Awareness of What Can be Recycled % Can Q15To the best of your knowledge, which of the following things can and cannot be recycled in this area? % Can’t Newspapers and magazines Glass bottles and jars Food and drink cans Card/cardboard Old clothes/shoes Plastic bottles Fruit juice/milk cartons Garden and kitchen organic rubbish - +0 +8 +7 -2 +18 +10 +6 Change on “Informed” Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI

27. Recycling Behaviour

28. Levels of Recycling Everything that can be recycled 2003 (2) 2002 (1) Q16Looking at this card, which, if any, of the following statements comes closest to how much you recycle? Base: (1) 1,300 residents 16+, face-to-face, in-home, London Western Riverside, Oct-Nov 2002, (2) Waste Watch/MORI; 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI 11% 26%

29. Levels of Recycling A lot but not everything that can be recycled Everything that can be recycled 2003 (2) 2002 (1) Q16Looking at this card, which, if any, of the following statements comes closest to how much you recycle? Base: (1) 1,300 residents 16+, face-to-face, in-home, London Western Riverside, Oct-Nov 2002, (2) Waste Watch/MORI; 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI 11% 30% 26% 35%

30. Levels of Recycling A lot but not everything that can be recycled Everything that can be recycled I do not recycle much 2003 (2) 2002 (1) Q16Looking at this card, which, if any, of the following statements comes closest to how much you recycle? Base: (1) 1,300 residents 16+, face-to-face, in-home, London Western Riverside, Oct-Nov 2002, (2) Waste Watch/MORI; 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI 11% 30% 29% 26% 35% 24%

31. Levels of Recycling A lot but not everything that can be recycled Everything that can be recycled I do not recycle much I do not recycle anything 2003 (2) 2002 (1) Q16Looking at this card, which, if any, of the following statements comes closest to how much you recycle? Base: (1) 1,300 residents 16+, face-to-face, in-home, London Western Riverside, Oct-Nov 2002, (2) Waste Watch/MORI; 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI

32. Level of Recycling By Borough % A lot% Everything Lambeth H&F Wandsworth Q16 K&C % “I Recycle Everything/A lot” (& 2002-03 change) =55% (+14) =68% (+31) =71% (+26) =50% (+7) Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI

33. Reported Change in Recycling Behaviour: Sub-Groups - 1 % “More” Q18 % “Less” All Men Women 16-24 25-34 35-54 55-64 65+ Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI ABC1 C2DE +13 +14 +11 +9 +16 +13 +19 +6 +16 +10 2002-03 Change on “more” +%

34. Reported Change in Recycling Behaviour: Sub-Groups - 2 % “More” Q18 % “Less” All Access to kerbside* Access to Banks High recyclers Medium recyclers Low recyclers Lambeth H&F Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI K&C Wandsworth (* = Those not living in high/medium rise flats) +13 +18 +17 +11 +4 +1 +24 -6 +30 2002-03 Change on “more” +%

35. Reasons for Increasing Amount of Recycling Top 5 reasons More awareness/hear more about it Base: All who recycle more (414), October-November 2003, Waste Watch/MORI Q19 Why do you say you recycle more than a year ago? +4 +27 n/a More facilities available now Offered a better collection service Bigger range can be recycled Change ± Been given bins/bags for recycling -12 -6

36. Recycling of Specific Materials Magazine/brochure Q17How often, if at all, do you recycle... Glass jars Drink cans Plastic bottles Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI Newspaper/Pape r Glass bottles Card/cardboard Food tins Carrier bags Old clothes/shoes Kitchen foil Garden organic rubbish Fruit juice/milk cartons Kitchen organic rubbish % “Every/most times” (+2002-03 change) (+10) (+12) (+11) (+13) (+15) (+19) (+17) (+23) (+9) (-2) (+8) (+12) (+4) (+12)

37. Recycling of Specific Materials – By Borough Q27 K & CLambeth Newspaper/Paper43 (-6)51 (+5) Magazine/Brochure47 (-1)46 (+3) Glass Bottles47 (+3)45 (+3) Glass Jars45 (+3)46 (+7) Card/Cardboard40 (- )21 (+6) Drinks Cans33 (+8)32 (+9) Food Tins32 (+7)33 (+12) Plastic Bottles39 (+4)14 (+6) Carrier Bags37 (+5)29 (+6) Old Clothes/Shoes24 (-18)33 (-1) Fruit Juice/Milk Cartons23 (0)12 (+7) Garden/Organic Rubbish10 (0)21 (+9) Kitchen Foil18 (+8)15 (+9) Kitchen Organic Rubbish 9 (+3)16 (+4) % “Every/Most Times” (& 2002-03 change)

38. Recycling of Specific Materials – By Borough Q17 H & FWandsworth Newspaper/Paper67 (+22)71 (+19) Magazine/Brochure65 (+22)70 (+22) Glass Bottles61 (+19)66 (+19) Glass Jars54 (+17)64 (+22) Card/Cardboard54 (+28)63 (+22) Drinks Cans45 (+30)52 (+29) Food Tins40 (+27)46 (+22) Plastic Bottles44 (+38)50 (+40) Carrier Bags34 (+9)40 (+17) Old Clothes/Shoes37 (+1)44 (+6) Fruit Juice/Milk Cartons33 (+25)32 (+19) Garden/Organic Rubbish25 (+9)25 (+12) Kitchen Foil23 (+19)15 (+8) Kitchen Organic Rubbish 15 (+7)16 (+4) % “Every/Most Times” (& 2002-03 change)

39. Junk Mail Stickers Q25As you may know, some people in the area now have stickers on or near their front door, saying that they do not wish to receive junk mail. Could you tell me which of these apply to you in regard to these stickers? I have never seen/ heard of them Don’t know I have one, found it is effective I have one, but found it is not very effective I have seen/heard, and would like one Have seen/heard, but do not want one Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI 9% have one

40. “Green Consumerism” % most/some times% always % rarely/ never Base: All who use each material, 16+, face-to-face, in-home, London Western Riverside, October-November 2002, Waste Watch/MORI Q24How often, if at all, do you do any of the following? If you don’t use an item, please tell me. 2002-03 Change on “always” ± Purchase “Bags for Life” +3 +1 -3 +15 - Lambeth - H&F - K&C - Wandsworth Use the Mailing Pref. Service - Lambeth - H&F - K&C - Wandsworth 0 +1 -5 +3

41. Campaigns & Communications

42. Information required by residents % Agree Q32/29/27I’d like you to tell me to what extent you agree or disagree with each statement. I need to know more about the benefits of recycling % Disagree Change on “Agree” -11 -4 -13 I need more information on what can and can’t be recycled I don’t know what recycling facilities are on offer in the area Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI

43. Exposure to Promotional Activity -1 Q39/40Which of these, if any, do you remember seeing/ hearing about over the last year? Personally + Seen/heard about Personally Leaflets/info through the door People knocking on door, explaining benefits of recycling Stands providing info about recycling at events Local newspaper adverts/articles TV coverage Local posters/billboards Recycling promotion in council magazine / newsletters Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI

44. Exposure to Promotional Activity -2 Q39/40Firstly, which of these, if any, do you remember seeing/ hearing about over the last year? Personally + Seen/heard about Personally Radio coverage Activities in local schools Promotion of recycling on web sites/ the internet None of these ‘The Giant Motorised Dustbin’ Giving talks to local groups Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI

45. Exposure to Promotional Activity: Sub Groups - 1 % Seen Any % Seen/Heard About AnyPromotions High Recyclers40 55 Medium Recyclers3550 Low Recyclers2833 Access to Kerbside*3752 Recycling More than 1 yr ago4464 Recycling Same as 1 yr ago2640 Recycling Less than 1 yr ago1738 Lambeth2546 H&F2942 K&C2237 Wandsworth4253 (*Those not living in high/medium rise flats)

46. Exposure to Promotional Activity: Sub Groups - 2 % Seen Any % Seen/Heard About AnyPromotions All29 45 Men3145 Women2945 16-242138 25-342846 35-543247 55-642945 65+3344 ABC13450 C2DE2539 Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI

47. Key Campaign Messages Q41As far as you remember/had heard, what were the main points or messages being promoted (NOT PROMPTED) Encouraging people to recycle more often Provisions of specific bags/bins Recycle for/Better environment What to recycle/advice on what to recycle Facilities/services available The benefits/value of recycling Collection service/days stated New bag scheme/changing to orange bag/one bag for all To improve resources/less waste Base: All aware of any campaign (632), October-November 2003, Waste Watch/MORI

48. Key Campaign Messages – Collection Sacks/Bins (By Borough) Q41 LambethH&FK&CWandsworth %% Provision of specific bags/bins for recycled materials/Smart Sacks/313719 Orange sacks New bag scheme/ changing from separate to orange bag scheme/1306 one bag for everything Base: All aware of any campaign (632), October-November 2003, Waste Watch/MORI

49. Reactions to “Doorstepping” Q43Which of these statements do you think apply to the visit? Interesting Intrusive High pressure/’hard sell’ Thought-provoking Patronising Persuasive Base: All who received visit (54), October-November 2003, Waste Watch/MORI

50. “Chatter Factor” Q42How many people, if any, have you talked to about recycling/waste issues this year? None/nobody Don’t know/ not stated 11 or more 6 to 10 3 to 5 1 to 2 Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI 57% have spoken to someone

51. Thank you john.leaman@mori.com