Linking industry giants
The campaign addresses a growing challenge, with recent surveys highlighting that 18 to 25 year olds are twice as likely as older generations to buy food on-the-go, yet millennials are less likely to recycle. The £17.4bn a year food-to-go industry is also expected to increase to over £23bn by 2022, yet recent research by ReCoup found that only 42% of local authorities provide on-the-go recycling facilities*.
The cost can far outweigh the benefits due to contamination of the materials collected. Indeed it is not uncommon for the entire contents of material specific recycling bins to be incinerated because food or general waste has been added, as it is not commercially viable to decontaminate it.
Hubbub is an environmental charity that uses the latest thinking backed by academic research to explore new ways to run behaviour change campaigns. The charity explores innovative and fun ways to interest mainstream consumers in important sustainability issues, through different ‘hubs’ of activity - Food, Fashion, Homes, and Neighbourhoods.
Hubbub’s previous campaigns have included #SquareMileChallenge, the UK’s first large scale solution to coffee cup recycling, #GiftABundle to get pre-loved baby clothes back into circulation and #PumpkinRescue to encourage more people to eat the carvings from their Halloween Pumpkins.
Their exclusive collaboration with Ecosurety will see two consumer-facing campaigns a year, funded by producer responsibility compliance evidence money, created and executed by Hubbub. The partnership between Ecosurety and Hubbub will also see regular canvassing of opinion from obligated producers and recyclers about which issues or campaigns should be prioritised across producer responsibility compliance.