‘Wishful recycling’ or ‘wishcycling’, the act of optimistically recycling items without knowing their recyclability is a rising concern. Well-meaning consumers hope that their used packaging will always end up where it needs to be, giving them peace that they are doing good for the world. But in fact, consumers present mixed opinions on whether their recycling habits are based on knowledge, which begs the question, how much do consumers know about recycling, how straight forward is it for them and what more can brand owners do to help?
It’s clear then that consumers want to do their bit, and it’s no wonder why, when recycling has been used at the forefront of sustainability messaging for years. For example, the longstanding ‘Reuse, Reduce, Recycle’ slogan has encouraged all ages to make an active change. Taught in schools and encouraged in workplaces, recycling is communicated as an easy action that everyone can take. And in an ideal world, the task would be straightforward, but in reality, there is a growing disconnect between what consumers perceive and the truth in recycling practices.
3 bins and a wish
Using recycling bins: a seemingly simple task, however, across the globe the industry is still facing significant issues with wrong disposal practices preventing recycling of materials. While 84% of consumers believe that recycling is ‘extremely important’ and many feel confident that when they throw rubbish away it will end up being recycled, this optimism doesn’t always translate into success.
The gap between perception and practice is not unique to one region, in fact, it mirrors a global challenge. For instance, the average EU citizen generated 513kg of waste in 2022, but only 48% of it was recycled, a way to go until the 2030 targets of 60%.. And the EU isn’t alone, household recycling in the UK also fell in 2023, highlighting the journey it has to go on to reach its own goal to recycle 65% of waste, and lower landfill rates to 10% by 2035.
While figures on a global level are concerning, the impact begins at a much smaller scale in our own homes. 53% of UK consumers miss opportunities to recycle common items, raising concerns about recycling confusion. Household items should be relatively straight forward to differentiate between, however items that are commonly incorrectly recycled like aerosol cans, batteries, coffee pods and broken ceramics can all be linked to the uncertainty of what the packaging is made from. This has led to council-backed schemes urging consumers to ‘check before they chuck’ and even threatening fines for incorrectly filed waste, all with the aim of increasing awareness and understanding.
These everyday errors contribute to a larger problem, contamination. Contaminated waste, when non-recyclable items end up in the mix with recyclable ones, can often mean that whole truck loads can’t be recycled. Recycling streams need to fulfil individual quality specifications when it comes to material composition and product residue contamination, for example, EN 643 which specifies the composition of various paper for recycling grades. One UK council spent almost £60,000 in 12 months disposing of contaminated waste. It may not be a conscious decision in the home, but it causes widespread disruption, not only increasing costs of collecting and sorting, but reducing the value of the recyclable materials, damaging machinery, and, if containing hazardous substances, even being dangerous for the waste workers handling it.
Breaking the spell
Facing these tangible challenges requires more than wishful thinking, it’s crucial to consider how we can support consumers and their evolving lifestyles, which dramatically shape their recycling behaviors. The fast pace of living influences daily choices, including those around recycling – where convenience often trumps precision. This in turn is another factor that influences whether a consumer makes the correct recycling decision, or even stops to consider their choice in detail.
These evolving preferences highlight a clear call to action for companies: to adapt their packaging strategies to meet consumer demands and environmental standards. Stora Enso, for instance, leverages this insight to develop fiber-based packaging materials that not only enable user-friendly designs, but are also designed for recycling and recycled at scale across Europe and beyond. As the industry continues to evolve, we anticipate a wave of innovations in packaging materials and design, all aimed at enhancing recyclability and reducing environmental impact. These innovations are going to continue playing a huge role in the future of packaging and recycling.
The shift towards innovative packaging designs also involves aesthetics. Online perceptions can amplify consumer response, pushing brands towards designs that are both attractive and recyclable. In recent years we’ve seen packaging become fun and exciting, sometimes a little outrageous. Trending videos showing chocolate cases used as influencer PR gifts, or satisfying clips of the dissolvable packaging filler disappearing in the sink has made brands think twice about what they are putting their name too.
With brand owners using packaging to convey their brand values and promises, packaging is part of the initial judgement at the first touchpoint. This can also have a negative effect if not thought out, which social media reviews and posts can highlight to a brand’s detriment.
Therefore, it’s not just about the external appearance of packaging but also about empowering consumers with the knowledge to recycle effectively. Other than the look and feel, it seems that actions for the end consumer are also needs to convey the recyclable message, making it as obvious for the consumer as possible. Consumers also see it as a necessity to have “detailed instructions on packages” to ensure appropriate collection for recycling. This closes the loop of not knowing the correct recycling actions to take for various packaging. If it’s on the item itself then there is no excuse for uninformed recycling.
From wishes to wisdom
The world is moving fast and determined towards a better future. Brand owners that follow suit and are visibly making the push to be part of this movement will no doubt see the benefit from increased consumer loyalty and support for taking the time to make circular packaging a priority. Moreover, all packaging placed on the EU market shall be recyclable from 2030, underscoring the importance of recyclability.
The future of recycling increasingly depends on answering consumers demand for recyclable and renewable materials like paper and fiber-based packaging. These sustainable options enhance recyclability and reduce environmental impact, proving essential in the push towards more effective waste management. By embracing these materials, brand owners advance not only consumer’s recycling efforts but also their commitment to a sustainable future, making every step in the recycling process a step towards a happily ever after.