Confusing messages about recycling are dangerous for us all

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This week is my first week back after honeymoon (small brag) spending three weeks in the classic honeymooners’ destination of Bali, Indonesia. It was everything you’d expect – good food, temples, rice fields and romantic beaches strewn with litter.

Aw, yes – that last one, it wasn’t exactly what I’d planned. Don’t get me wrong, I’m not saying absolutely every beach we saw in Bali was strewn with litter – the ones outside our hotels and beach clubs were crystal clear with an army of staff litter picking as necessary.

Bali's biggest beach clean

Photo credit: Bye Bye Plastic Bags.

The public beaches, on the other hand, had more wrappers, cigarette butts, cans and bags than golden sand.  And I don’t believe it was all washed up marine litter, a lot was just human laziness.

Mel+Bel holding plastic bags at beach Photo credit: Bye Bye Plastic Bags

Mel+Bel holding plastic bags at beach Photo credit: Bye Bye Plastic Bags

The answer to littering – changing human behaviour. These two feisty girls (left) who set up Bali’s ‘One Island One Voice’ and it’s sister organisation ‘Bye Bye Plastic Bags’, certainly believe so, with their island-wide campaign to stop littering and on-mass beach clean ups.  Last year they collected 65 tonnes of waste as part of the 2018 beach litter pick.

But as we know only too well in PR, changing human behaviour and attitudes isn’t an easy task. Recycling champions have been repeating the important messages about disposing of our waste effectively in different forms, across different channels, since I was old enough to hold a felt tip and draw my first poster about the dangers of littering.

Raising awareness

Part of the solution to changing human behaviour and subsequently our increasing recycling rates is raising public consciousness – Blue Planet was enormously successful in pushing litter and marine pollution to the top of the agenda (and received a special ‘Impact Award’ at the National Television Awards in recognition).

As a result of the ‘Blue Planet effect’, we’ve seen a number of changes take place in just six months since it aired; a proposed ‘plastic-free’ mark for packaging; Iceland’s plastic-free aisle; and Michel Gove announcing a government consultation to ban single-use plastic straws and cotton buds.

Clear instruction

The second equally important part of solving the litter problem is cutting through public confusion about recycling with clear instructions. Something which organisations like the Metal Packaging Manufacturers Association are right on top of.

It’s latest ‘Recycling Superheroes’ campaign has a clear message – all metal is 100 per cent recyclable and with a special designation as a permanently available material, it can be recycled indefinitely without any of its properties ever changing.

So, make sure you put your cans in your recycling bin or you’ll have Recyclonic after you! There are other organisations all championing the same message: recycle – the possibilities are endless.

Public confusion over recycling

Yet there is still endemic confusion over what can and cannot be recycled and this is mostly down to the garbage about recycling that’s printed in the media.  When our national press publishes information which is misleading, it makes it harder for us all to adopt the right recycling behaviours and threatens our recycling rates.

Imagine my horror, as a recycling nut, to see The Sun explain the rationale behind a new plastic-free aisle in supermarkets by printing a picture of six different products including crisps, a Mars bar, a jar of fruit, baked beans in a can, a disposable coffee cup and empty metal tins with a caption underneath which said, ‘Here are six items that can’t be recycled’.

via GIPHY

As I’ve just said metal is one of the most widely recycled materials in the world. And I can tell you, through our work with client, Cawleys Waste Management, here are the actual recycling facts:

  • Metal cans of any shape or size and glass of any colour can be recycled. Cardboard and paper can be recycled but keep it segregated, dry and clean. Coffee cup and coffee grounds can be recycled, again keep them segregated to maintain their integrity and value.
  • The wrapper on a confectionary such as a Mars Bar is made from oriented polypropylene (OPP) and contrary to popular belief this material can be recycled. The substance has a reasonable value, making it economical to recycle and there are companies which specialise in recycling it. However, this is only viable in post-industrial environments. So, a large manufacturing plant could recycle its OPP, this does mean post-consumer wrappers aren’t recycled.
  • Crisp packets are made from polyethelene terephthalate (PET) and technically this material can also be recycled in an industrial setting. Crisp packets from consumers are not recycled though.

And from that list of products under the caption ‘Here are six items that can’t be recycled’, because they are said to contain plastic, several are widely recycled:

Unfortunately, the picture and captions in the original newspaper article were wrong. The photo and caption were later changed online, but arguably the damage was done; the seed of doubt planted in people’s minds.

So, what’s the answer?

If we’re truly to reach a circular economy, where our resources are never lost, and waste materials recovered, we have to stop littering and aim for the highest possible recycling rate both in our households and across the business world.

This will only be achieved with clear straightforward instructions that humans, lazy creatures of habit, can easily adopt.  As PRs and communication experts we can help play a vital role in getting these messages across – MPMA’s Superhero video has already received over 3,000 views.

So, I’ll leave it to Anna Cawley, Director of Customer Services at Cawleys Waste Management, to sum up four things you definitely should do with your recycling:

  • “Wash your recycling. As contaminated packaging cannot be recycled.

  • “Opt for foods packaged in clear plastic trays over black. Black trays contain ‘black carbon’ a pigment which cannot be recycled.

  • “Separate your food waste. Food waste can be processed by anaerobic digestion creating biofertilser and biogas and saving carbon emissions.

  • “Disposable coffee cups and used coffee grounds can be recycled. People struggle to recycle these because they lack access to the correct waste collection service. You can dispose of disposable coffee cups in some UK outlets –McDonalds has installed recycling units in 80 per cent of its UK stores. And ACE UK has 382 recycling points in 97 local authorities which will accept disposable cups. Find your nearest point online.“

And if you’ve got a message that needs cut through, give me a call or drop me an email – jessica@twelvepr.co.uk or 01608 495016.

 

Why the work experience debate matters.

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It’s easy to get swept up in angry righteousness about education issues. And some people of course, say things just to provoke a response.

By saying “Discriminate against job applicants from Eton,” Justine Greening is using a provocative, easy way to say, “think about social issues when selecting candidates for work experience.”

She has indeed stimulated a response, and there are lots of interesting discussions around the subject.  My top recommendations, for a bit of balance on this subject are:

Toby Young in the Spectator: “Justine Greening is wrong to pick on Eton.”

Sajid Javid in the Telegraph ‘Justine Greening has got it wrong. We just need more pushy parents’ (or words to that effect).

Both these discuss the subject from the point of view of children (fair enough) or upbringing (fair enough) or the education system (fair enough).

The voice which is completely missing from this whole debate is the employer.  Who’s actually providing these work experience places?  Who finds the kids something to do for their week of work experience?  Who fills out the school forms, so they can come, and looks after them when they turn up for work? Who shows them how to hold a pencil?!

Is this suddenly coming across a bit ranty?  It should do!  I’m not alone in my views.

A whole new education system is being developed which is based on having work experience at its core. A report from RM Education describing this new qualification, T Levels, said the following:

“The availability of work placements is the single most important factor that will determine whether T-levels can go ahead either locally, or for that matter at all.”

And here is the crux of the matter, my point:

“Our research shows that over a quarter (27 per cent) of Federation of Small Business members believe that schools and colleges do not acknowledge business considerations and constraints, such as time and resourcing issues, when trying to engage firms in activities like work experience.”

Remember we’re talking about school-age students.  It is massively time-consuming organising meaningful work experience for school students.  I am utterly determined to make it a valuable experience for each and every person who spends time with us, but I can tell you, it can be soul-destroying.

I can honestly say that I have had some kids who appear to have a problem holding a pencil. Experiences like that are shattering. For me I mean.  How can a child have such poor skills after so many years at school?  Is it my job to teach them the very, very basics?

We’ve had some work experience school children who were brilliant. Just as an FYI, the best and the worst have been from State school backgrounds.

On balance it is just a waste of time for me.  How many businesses can afford to keep wasting the time and good will of colleagues every year on work experience students?

Actually, I will never stop offering experiences and opportunities for young people of all backgrounds to work in our business, because I believe in helping others.

But politicians should stop making lazy remarks about work experience and education. I don’t think it moves things forward.

Brand Love: how does it translate to business marketing and PR?

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Measuring brand love in consumer marketing is big business.

It probably won’t surprise you to know that Nike for example is loved by 27.5 per cent of all 16 – 24 year olds. Slightly more surprising to learn that 32 per cent of young adults have boycotted a brand in the past year.  The main reasons were due to unethical practices, animal cruelty and poor quality products.

YouthSight, part of YouGov scores a host of brands, with consumer emotions towards them tracked on a scale of 1 to 5,  from love to hate.

Love and hate is important for business PR and marketing too. Almost every business transaction, no matter how “business-like” we try to be, will have an emotional element to it.

Top five levers of brand love for your business brand

 

1. The right endorsement or ambassador

We all look for validation from ‘people like us.’  In the business market, a brand ambassador is a customer.  Other people’s experience of your brand or service is crucial to the decision-making process. Look for case studies and customer recommendations from people or companies whose values are well known or obvious. Their experience should resonate or strike a chord with your target audience

2.  Use the right language

‘Mirroring’ is a classic sign of empathy and love in a human relationship. In consumer marketing it translates into ‘using the right language’.  KFC knew its market well enough to use the right language with its customers during its recent delivery crisis.  Their ad campaign and copy showed humour and personality.  It was right for KFC but it wouldn’t have been right for John Lewis. The right language and tone makes a huge difference.

KFC ad campaign using the right language for its customers

3. Hang out with their friends

Discovery and delight are part of the journey of love.  Your brand or service needs to be found by the right people. Being in the right communication channels – that might mean trade publications; websites; blogs; Instagram feeds; LinkedIn groups;  events; discussion forums and so on – all help you to be found.  Make sure your brand or service can be found in the places where your target audience is looking.

4. Show some love and understanding

As old as time itself, at least in terms of love and marketing.  People buy a solution for their needs, so describe all the benefits you can deliver. Show you understand and appreciate your prospects’ needs and challenges; make sure you don’t list product qualities but instead tell your target audience about the values, feelings or advantages it can give.

5. Make a commitment

“People had fallen a bit out of love with it…” How were people helped to fall in love with Tesco again? With the help of a huge increase in advertising budget.  Tesco increased its ad spend by more than any other food and drink advertiser last year to £73.9m.  (The Grocer “Tesco drives massive comeback”)

You don’t have to spend millions, but you do have to make an effort.  It takes time and effort to get the message and the medium right.  If your brand or service is valuable to you, it’s worth spending money to help others fall in love with it too.