15:00 15:40. Resource London: Driving recycling and changing urban behaviours

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1 15:00 15:40 Resource London: Driving recycling and changing urban behaviours Chair: Anthony Buchan, Head of Programme, Resource London Dr Anna Scott, Waste Services Manager, Keep Britain Tidy Dr Jan Kattein, Director, Jan Kattein Architects Ali Moore, Communications, brand and behaviour change strategist, Resource London

2 Changing urban behaviours

3 Changing urban behaviours Dr Anna Scott, Waste Services Manager, Keep Britain Tidy Dr Jan Kattein, Jan Kattein Architects Ali Moore, Resource London

4 Dr Anna Scott Keep Britain Tidy 4

5 Index RWM 2017 Population Change Population is rising most rapidly in urban areas Source: DEFRA,

6 RWM 2017 Job densities in England, 2008 Job densities are highest in urban areas Density Source: ONS,

7 RWM 2017 Average working hours per week Average working hours per week are highest in London Hours Source: ONS,

8 Cities RWM 2017 Commuting by public transport Average commute length is increasing in cities and is highest in London Source: CityMatric, 2016; Guardian, 2016 Change in the percentage use of public transport 8

9 RWM 2017 Flats and renting Lower levels of home ownership in urban areas and higher levels of both social and private rented Percentage Source: ONS,

10 RWM 2017 Flats and renting Proportion of flats sold in urban areas is increasing Source: ONS,

11 RWM 2017 Eating out lifestyle London s eating out culture Source: Evening Standard, 2016; The Economist, 2013; The National Survey of Culture, Leisure and Sport, Department for Culture, Media and Sport,

12 Who owns the street? public space and civic responsibility 1 Dr Jan Kattein, director Jan Kattein Architects lecturer The Bartlett School of Architecture, UCL

13 Jan Kattein Architects is a design studio that advocates socially engaged working methods. We embrace design as an opportunity for dialogue and exchange. Pro-actively building relationships with communities helps us to shape projects that make a civic contribution, supporting economic, cultural, educational and social prosperity.

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15 Through the ages, streets have been places of public interaction and exchange; places to find work, meet friends, places of cultural expression and celebration, of activism and protest and places where a generation of children growing up in the city took their first steps. Some modern forms of urban development have prioritised greater mobility, efficiency and serviceability at the expense of social concerns.

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17 An explicit delineation between public and private space creates a simple relationship between the home and the city. Housedoors and windows along the street encourage a sense of ownership and responsibility.

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20 Tackling the disconnect between the urban environment and it s people is not about bringing back a rose-tinted vision of the past, it s about making social concerns a key constituent of the design brief and process.

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32 Donnybrook Quarter by Peter Barber Architects is based on the reinvention of a traditional typology. It is designed to firmly place responsibilities into the hands of residents. Windows and doors on the street maximise natural supervision. There are no bin stores and residents are responsible for managing their own waste and recycling.

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34 A positive relationship between the city, the municipality and residents fosters a sense of civic duty. A socially engaged urban design process can help citizens to appreciate environmental protection (including recycling) as an act of communal responsibility (rather than a means of waste disposal).

35 The effect of urban attitudes on recycling Ali Moore

36 Audience insight Understanding audiences by attitudes and values instead of sociodemographics Qualitative research with year old renters Focus on people s attitudes and how they affect recycling behaviours Target different segments modulating tone, media, content WRAP-led segmentation with London input National segmentation first London boost identified specific profiles and issues for the capital No more one size fits all communications

37 Segment overview Segment 6 indifferent Followers, conventional, conformists, detached Segment 5 global ideals Confident, principled, idealistic, responsible 16% 17% 14% Segment 4 rule abiders Careful, considered, respectful, small horizons UK base 18% 19% Segment 1 what s in it for me? Outgoing, consumerist, cynical, fatalistic 15% Segment 2 nice & neighbourly Practical, local, unfussy, conventional Segment 3 conscientious community Balance, integrity, reflective, responsible

38 How is their recycling?

39 London profile

40 Key drivers for our largest segments Segment 1 what s in it for me? Why should we? Feel forced into recycling Affected by those around them We need to norm behaviours Storage and space in the home is an issue Improve yield through focus on the basics Focus on single items and behaviours (dry) Respond to messages on local benefits (e.g. jobs) Segment 6 indifferent Own priorities get in the way Need it to be easy and the norm They recycle to avoid standing out Storage and space in the home is an issue Improve yield through focus on the basics Maybe start them recycling food Driven by what s normal and easy Need to build confidence

41 Changing urban behaviours

42 15:00 15:40 Resource London: Driving recycling and changing urban behaviours Chair: Anthony Buchan, Head of Programme, Resource London Dr Anna Scott, Waste Services Manager, Keep Britain Tidy Dr Jan Kattein, Director, Jan Kattein Architects Ali Moore, Communications, brand and behaviour change strategist, Resource London