In recent engagement work carried out by Sauce, it’s clear that the numbers of committed recyclers are on the rise and increasingly it’s seen as part of everyday life. Within their local neighbourhoods people can see the impact that they and their neighbours are making and more often than not more recycling bags are put out for collection than black bin liners. In some areas many are only putting out residual waste once a fortnight, so little is the amount generated.

While there is still work to do to get some people to simply recycle, the messages for the more committed has to move up a few levels. In recent focus groups we’ve conducted in the south of England people were keen to know what happens to the materials once they’ve been collected – they think this will help with the cynical views and build confidence in the process. Thanking people for all their efforts is crucial and backing this up with information on the types of products developed and the process they go through can all reinforce the need to continue recycling.

And it’s not just restricted to recycling – increasingly there is wider environmental awareness and behaviour change. People are thinking about the energy they use or the impact shopping locally will make on their community. While these views may not be the norm as yet, they are a growing force. The environmental debate has certainly moved up the news agenda over the past few years and will continue to mature in the future. What is certain is that people are super-sensitive to cost and overall value for money, driving wider behaviour change, in particular when it comes to energy.

So while general recycling messages are still required, don’t forget to provide more detailed information, particularly on what happens next – the people are hungry for it.

By Jane Rayner