Research from OPRL shows that labelling remains the number one driver for consumers looking to recycle packaging. According to OPRL’s latest survey, which polled over 5,000 British consumers, 89 per cent look for information on the pack, while 81 per cent use the OPRL ‘Recycle’ label when disposing of packaging.
Jude Allan, Interim MD at OPRL highlighted the importance of consumer buy-in, saying: “Clear messaging and citizen behaviour change will make all the difference to the success of policies such as pEPR; we need to engage members of the public if recyclable packaging is to reach the correct bin.
“OPRL’s latest research shows a strong trajectory since 2018, with improvement in understanding and confidence, as well as greater usage and awareness of OPRL labels. However, without the right information, people reported that they ‘go with their gut’ and guess how to dispose of waste. To avoid contamination and leakage from the recycling system, we need to build on successful communication.”
Key findings from the research include:
Long-term trends
There has been a long-term increase in positive sentiment towards recycling, with significantly more consumers feeling confident in 2025, compared to 2018. They are now significantly less likely to cite lack of importance or understanding as barriers to recycling, and 83 per cent believe that recycling is important. Although friends and family are a growing source of knowledge, labelling remains the primary route for consumers to find out what they can recycle.
Overcoming barriers
Consumers are put off recycling if it is inconvenient or confusing. OPRL’s research reinforced the effectiveness of explanation and storytelling along with labelling. While simple guidelines are more likely to be followed, additional information has the potential to encourage actions that require more effort. For example, survey respondents said they were more likely to follow instructions to ‘Scrunch’ if they knew that this would affect recycling. Other actions – such as ‘Empty’, ‘Remove film’ – were more readily accepted.
The power of OPRL labels
· When asked to identify which labels would indicate that packaging can be recycled, 72 per cent of consumers chose OPRL labels. This was the most popular choice.
· 91 per cent reported having seen the OPRL ‘Recycle’ label before and were confident that they knew what it means.
Smart labelling
Two-thirds of consumers remain open to using QR codes, although this declined with age:
· 83 per cent of 18–34 year-olds said they would use a QR code, compared to 52 per cent of over 55 year-olds.
The research sampled 5,041 consumers – 87 per cent from England; 8 per cent from Scot; 5 per cent from Wales. To download the full report, visit: https://oprl.org.uk/what-we-do/what-consumers-want/