WASTE MANAGEMENT market for businesses to recruit recycling champions at work. By identifying ‘cheerleaders’ for the recycling cause companies can strengthen their communications campaigns, as these passionate advocates for recycling can help to ensure that key messages and materials are displayed throughout the workplace. They can also be a conduit for feedback from their colleagues on the kinds of materials they would like to recycle, and play a role in ensuring the appropriate facilities are installed. Our research indicates that, perhaps unsurprisingly, confusion still reigns about what people can and can’t recycle. The need for clear and concise communications has, therefore, never been more pressing. Materials that emphasise imagery over
text will have a longer shelf life and reach a wider audience, which is especially important in areas that have a high rate of turnover in population, and where a number of different languages are spoken.
Alors que la législation exige des administrations nationales et locales qu’elles augmentent le taux de recyclage de produits, on peut se demander ce qu’elles peuvent faire pour gagner les sceptiques à cette cause. ECJ examine le meilleur moyen de communiquer avec ce public difficile d’accès en se basant sur les conclusions d’enquêtes indépendantes concernant les attitudes à l’égard du recyclage.
Die Gesetzgebung konfrontiert kommunale und staatliche Behörden fortwährend mit weiteren Herausforderungen zur Steigerung von Recyclingquoten. Wie jedoch überzeugen sie Skeptiker sich der Sache anzuschließen? Das ECJ untersucht, auf welchem Wege am besten mit diesem schwer zu erreichenden Publikum zu kommunizieren ist, und wird dabei inspiriert durch die Ergebnisse einer unabhängigen Studie zu den Einstellungen in Bezug auf das Recycling.
Meaningful communication It’s also important to avoid ‘information overload’. Another outcome from our research showed that most respondents preferred to receive communications only when changes are made to their recycling service/system. Therefore communications should be carefully planned and used sparingly – hitting the right spot first time, without the need for clarifications or follow-ups. To conclude, we might live in the internet age, where we’re all constantly connected to the information super highway via
phones and tablets – but over half of our respondents said they preferred good old leaflets as a method of communication. This is a smart bet when recycling calendars are finalised, as it’s much easier to consult a leaflet on the kitchen pin board than log on to your chosen device to check which bin will be collected on a certain date. However, the internet ‘scored’ second highest, so a mix of different communication methods would be the way to go. One thing is certain – the recycling genie is never going to be put back in the bottle now. However, to keep the momentum going and encourage more uptake in local schemes, communications can play a huge role in changing hearts and minds. www.cbipr.com Mentre la legge continua a lanciare ulteriori sfide alle amministrazioni locali e nazionali per aumentare la quantità di prodotti riciclati, come riescono questi enti a persuadere gli scettici a unirsi alla causa? ECJ prende in esami i modi migliori per comunicare con questo pubblico difficile da raggiungere, ispirato dai risultati di una ricerca indipendente sull’atteggiamento nei confronti del riciclo.
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