Wishful Recycling: Guerrilla Marketing for Recyclers. June 22, 2016

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2 Wishful Recycling: Guerrilla Marketing for Recyclers June 22, 2016

3 Objectives Hear about your challenges Share some education and behavior change strategies Identify tools and resources to support improving recycling

4 Who We Are Keep America Beautiful inspires and educates people to take action every day to improve and beautify their community environment. We envision a country where every community is a clean, green and beautiful place to live. We provide the expertise, programs and resources to help people: End Littering; Improve Recycling; Beautify communities in America. Our collective action champions environmentally healthy, socially connected and economically sound communities.

5 Strategic Impact Goals (2025) END LITTERING IN AMERICA Reduce litter by 35% in Keep America Beautiful affiliate service areas IMPROVE RECYCLING IN AMERICA Improve recycling attitudes and behavior by 20% nationally and recycling quality by 15% in affiliate service areas BEAUTIFY AMERICA S COMMUNITIES Improve, restore and maintain 1 million public spaces

6 Improve Recycling Educate, motivate, activate individuals to recycle Individuals & Consumers Workplace College K-12 America Recycles Day I Want To Be Recycled PSA Recycling on the Go Recycle Mania Recycle- Bowl

7 Do people care about recycling? 6

8 What Works: Different Types of Recycling Note: Meta analysis of recycling studies, combined across three types of programs. N=41 public, N=52 curbside, N=18 central collection. Osbaldiston & Schott (2012)

9 KAB Behavior Change System Integrated Approach 5 Step Management Process 4 Behavior Strategies Created by Behavior Scientists and Experts Field-Tested

10 Getting People To Recycle Behavior Change Strategies: Commitment Social Norming Removing Barriers Communication The Homer Principle: Recycling isn t focus of their attention All bins are waste bins at first glance

11 Commitment Research and Strategies Literature Research Recommendations: Strategies: Norm Messaging Commitment Communication 10

12 America Recycles Day Commitment Verbal or written agreements Short and long term change Be positive and specific 11

13 America Recycles Day Commitment Impact Response rate: 10% Report knowing more: 32% Report more committed to act: 34% Encourage others: 32% Pledge Impact (survey conducted 2013) 12

14 Carlsbad Inn Beach Resort 13

15 Original Towel Messaging Old Message: Help us conserve our national resources! 14

16 Revised Towel Messaging New Message: Many of our guests have expressed to us their approval of conserving energy. When given the opportunity nearly 75% of hotel guests choose to reuse their towels each day. 15

17 Carlsbad Inn Beach Resort Results Number of towels taken out of the room on the first towel replacement day Norm Message Control Message Findings: A 25% reduction in the number of towels used! Source: Schultz, P. W., Khazian, A., & Zaleski, A. (2008). Using normative social influence to promote 16 conservation among hotel guests. Social Influence, 3, 4-23.

18 Barriers and Benefits Barrier: Anything that reduces the probability of a person engaging in the target behavior - Structural: difficulty, lack of access, lack of knowledge or awareness Benefits: Anything that increases the probability of a person engaging in the target behavior - Structural: lack of motivation, saving money, improve property value, safer, more beautiful

19 Ease of Recycling by Location Recyclers find it easiest to recycle in their own residence. Residence 74% Workplace 35% Public places 30% Local schools 28% Public parks 27% Base: Recyclers, n=793 Q: For each of the following locations, please tell me how difficult it is to recycle there, using a scale from 0 to 10, where 0 is not difficult at all and 10 is extremely difficult (0-4 not difficult)

20 Removing Barriers KAB litter research (2009): 12% of public spaces in the study s sample had recycling bins Based on survey results: 41% hold indefinitely 37% pass 1-3 trash cans 18% pass 4-6 trash cans Q: How far would you hold a recyclable before disposing of it? 19

21 Research Objectives: Test the impact of recycling and trash bin configurations on recycling in the workplace. Metrics - Increase recycling - Reduce trash in the recycling bins - Reduce recyclables in the trash bins

22 Participating Office Buildings Boston San Diego Atlanta Houston

23 Four Set-ups Tested 1) Little trash bin with desk sized recycling bin 2) Equal size trash and recycling 3) Recycling bin only 4) Information only

24 Common Area Bins and Signage

25 Timeline of Major Activities Pre-Audit Employee Survey Bin Placement 4 months Post-Audit Employee Survey Baseline Waste Audits (2) Audit 1 Audit 2 Audit 3 Audit 4

26 Frequency of Incorrect Disposal 25

27 Conclusions and Recommendations

28 Conclusion: Little Trash Most Successful Increased correct disposals Decreased recyclables in the trash from 29% to 13% Decreased recycling bin contamination by 20% Positive experience One thing I particularly liked about the Recycling at Work was: different sized bins really helped.

29 Equal Size - Fairly Successful Some desirable changes: Kept trash out of the recycling No significant decrease in recyclables in the trash No significant change in the weight of paper in trash Decreased recycling bin contamination 17% Positive experience The thing I did differently because of Recycling at Work was I recycled more often and with more confidence since I now have a better understanding of what to recycle and what not to [recycle].

30 Recycling Only-Least Successful Poor results Undesirable or neutral audit results 14% increase in recyclables in the trash No change in weight of office paper in the trash No change in recyclables in the recycling Neutral to Negative experience One thing I would change about Recycling at Work is: [I] need to have both trash cans in my office, not just a recycle bin. For example, I eat a banana every day and having to walk the peel to the kitchen room is a nuisance.

31 Information only No behavioral changes Some changes in knowledge Insufficient to change behavior Necessary to go beyond

32 Resources See for more information, tools, report and fact sheet

33 National Recycling PSA Campaign Increase recycling participation by creating strong passion and reason to believe in recycling 32

34 Campaign Goals Increase recycling participation Educate and motivate people to recycle more Transform recycling into a daily social norm Provide tools to inform people how & where to make recycling happen Call to Action Give your garbage another life. 33

35 PSA: Journey

36 Do you have a recycling bin in your

37 Recycling Bin By Room 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Do you keep a recycling bin in the following locations in your home? 45% 50% 85% 87% 10% 5% 5% 8% 5% 42% 42% 67% 21% 17% 12% 14% Kitchen Bathroom Bedroom Garage Home Office Source: KAB/Ad Council National Survey, Feb % Laundry Room 13% Yes No N/A 36

38 Superhero :30 37

39 Campaign Results Overview $125M Total campaign donated media Exposure 38% Have seen/heard the campaign Awareness 3.2M+ Visitors to Website Engagement 38

40 Integrated Campaign Mobile Social Outdoor Partnership TV Online Radio 39

41 Social Media 154,217 Facebook likes 14 M Tumblr Impressions from April- June ,919 Tumblr followers 5,300 Average daily impressions on Twitter 6,285 Twitter followers

42 Campaign Extensions :30 co-branded PSAs Out of home, web banners, print Scholastic Learning curriculum

43 KAB GWU Recycling Association Survey Objective: What do people associate with recycling: shape, color, wording Partnered with George Washington University 2014 on-line survey of 750 people Key take-aways: o Blue = recycling 79% o Green or Brown for composting (41%/51%) o Square bin = recycling, round = trash o Messaging: Mixed Recycling works (77%) Single Stream Doesn t (11%) Icons + words potential for confusion in the field study underway 42

44 UNIFY, SIMPLIFY AND AMPLIFY 43

45 Conclusions Behavioral strategies can make a difference Proven through research, testing and evaluation Key Approaches: Convenience Communication Be positive Keep it simple Consistency 44

46 Resources America Recycles Day - Public Space Infrastructure BMPs Recycle-Bowl National PSA Campaign

47 QUESTIONS? 46

48 For more info contact: Brenda Pulley - bpulley@kab.org Alec Cooley - acooley@kab.org Tyler Orton torton@kab.org

49 Research Objectives: Test the impact of recycling and trash bin configurations on recycling in the workplace. Metrics: - Increase recycling - Reduce trash in the recycling bins - Reduce recyclables in the trash bins

50 Key Insight - Give your garbage another life.