R E C O M M E N D AT I O N S •
•
•
•
Scale up the 5p charge nationwide, supported by staff training and communications. This would significantly increase the number of customers using reusable cups and therefore reduce the number of paper cups disposed of. More overt communications relating to the 5p charge in store. This might include window vinyls, or promoting the fact that any cup can be used not just Starbucks cups. More overt communication of the 25p discount for using reusable cups. This should include a refresh of the language used, for example avoid use of the word ‘tumbler’ which is not a commonly understood term in the UK. More overt communication of in store recycling, which should be closely linked to the 5p charge message. e.g. ‘Starbucks encourages use of reusable cups, but we
Conclusion 39
understand that it is not always practical therefore we offer in store recycling so we can also recycle your paper cup’. •
Share and celebrate successes in stores with store partners and customers which will reward and reinforce the change in behaviour.
•
Behaviour change and communication campaigns targeted at specific demographics, e.g. students, office workers, neighbourhood stores.
•
Targeted push on social media alongside the 5p charge to try to switch customers to reusables.
•
Further work needs to be done to understand how the charge can work for all customers including those who choose mobile order and pay, or who order venti coffees.
•
ompare the impact of the 5p charge C alongside different behaviour change interventions tested in isolation to understand the impact of the different interventions and roll out those that work best.
Hubbub recommends that the 5p charge is rolled out across all stores and that the funds raised are used to create an Innovation Hub to support innovative trials linked to the following 2 areas: 1. Behaviour change to increase uptake of reusable cups 2. Increasing recycling of disposable cups.
Conclusion 39/32