London Western Riverside Study: Phase 2

1. London Western Riverside Study: Phase 2 John Leaman, MORI 11 February 2004

2. Contents • Background • Methodology • Summary - What’s changed? • Main Findings • Attitudes towards Recycling • Knowledge and Views of Services • Recycling Behaviour • Campaigns & Communications • Questions?

3. Background • One year on from first survey, access to recycling facilities in Western Riverside is improved: • kerbside schemes fully rolled-out • Orange sacks • Doorstepping campaign and (in Kensington & Chelsea) Recycling Wardens • Work in schools may also help to “educate” parents • Newsletters and articles in council publications

4. Wave 1 9 Oct-26 Nov 2002 1,300 interviews - 408 Lambeth - 313 H&F - 277 K&C - 302 Wandsworth Wave 2 27 Oct-30 Nov 2003 1,314 interviews - 354 Lambeth - 298 H&F - 312 K&C - 350 Wandsworth Methodology • Second wave designed to update first wave - to gauge impact of new services and campaign on a Borough-specific level • Face-to-face, in-home interviews • Sample selected (by quota) to be representative of 16+ populations in each Borough • Statistically “weighted” to fine-tune profiles, and ensure precise comparability between the two waves

5. Interpreting the Changes • For changes/trends to be statistically significant, we need shifts (plus or minus) of at least: • 3 percentage points in the overall results • 8 percentage points in the Borough-specific results • . . . or more if the questions are only asked of certain groups (those with kerbside, those with recycling banks etc)

6. Summary - What’s Changed?

7. Summary - What’s Changed? (1) • Perceived value of recycling is unchanged - but remains very high (67% say it’s “very worthwhile”) • Knowledge of recycling services and awareness of campaigns are up overall - especially “what materials can/can’t be recycled in your area” (+16) and “what recycling services are provided in the local area” (+16) • “What happens to materials after they’re recycled” is also better understood - but still most people are not sure (60%) • Particularly strong gains on knowledge of recycling services in H&F (32% to 64% “well informed”) - and Wandsworth (43% to 60%).

8. Summary - What’s Changed? (2) • People now believe that more people are recycling (on average, up from a [perceived] average of 25% to 34%). Gains in all Boroughs - particularly Wandsworth (23% to 39%) • Several specific materials are now more widely felt to be recyclable “in this specific area”: card/cardboard (+7), food and drink cans (+8), fruit juice/milk cartons (+10) and - in particular - plastic bottles (+18) • No shift on newspapers/magazines, glass bottle and jars or old clothes/shoes • Misconceptions remain, however (50% in Lambeth say they can recycle card/cardboard). A typical case of “benefit of the doubt”. . . . ?

9. Summary - What’s Changed? (3) • As with knowledge and perception of recycling, behaviour is also shifting - dramatically • 26% say “I recycle everything possible” (more than doubled from 11% last time) • Borough-specific shifts are: • Lambeth 11% to 24% (+13) • H&F 9% to 31% (+22) • K&C 14% to 19% (+5) • Wandsworth 11% to 30% (+19) • Those reporting low/no recycling are correspondingly fewer

10. Summary - What’s Changed? (4) • Recycling of specific materials reflects growing perceptions that they can be recycled: “Every/most time” recyclers are now: • 44% for card/cardboard (+15) • 40% for drink cans (+18) • 25% for fruit juice/milk cartons (+13) • …. and 36% for plastic bottles (+23%) • Increased recycling behaviour is explained by people mainly on the basis of the availability of better facilities: • “Have been given bins/bags/of different colours” up from 10% to 37% (spontaneous mentions)

11. Summary - What’s Changed? (5) • Reported access to kerbside up from 36% to 54%, and • from 36% to 42% in Lambeth (+6) • from 31% to 63% in H&F (+32) • from 40% to 41% in K&C (+1) • from 39% to 70% in Wandsworth (+31) • Satisfaction with council - provided recycling facilities up: • “Overall provision” is rated well by • 52% in Lambeth (+12) • 61% in H&F (+34) • 55% in K&C (+28) • 64% in Wandsworth (+24) • Accessibility, range and services at local tips also all better rated overall, in each Borough

12. Summary - What’s Changed? (6) • Home storage remains a challenge; despite some improvements: • 46% agree they need a container to be provided • 42% say they don’t have enough space • …. 30% feel it causes smells/clutter • And most still feel they need more information on what can/can’t be recycled (albeit down from 68% to 57%). By Borough, it is • 64% in Lambeth (-1) • 42% in H&F (-26) • 57% in K&C (-16) • 62% in Wandsworth (-5)

13. Attitudes Towards Recycling

14. Mean 34%(+9) Everybody’s Doing it . . .? Q14 What proportion of households in this area do you think recycle or compost? Change + -4 -11 -7 -3 -1 +2 +2 +2 +1 +1 0 Nobody (0%) One in ten (10%) Two in ten (20%) Three in ten (30% Four in ten (40%) Five in ten (half) Six in ten (60%) Seven in ten (70%) Eight in ten (80%) Nine in ten (90%) Everyone (100%) Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI

15. Q28/31 I’d like you to tell me to what extent you agree or disagree with each statement. Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI Attitudes Towards Council Recycling Change on“Agree” % Agree % Disagree The amount I recycle is limited by the kinds of things that the council accepts for recycling -5 -27 45

16. Q28/31 I’d like you to tell me to what extent you agree or disagree with each statement. Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI Attitudes Towards Council Recycling Change on“Agree” % Agree % Disagree The amount I recycle is limited by the kinds of things that the council accepts for recycling -5 I don’t believe the council actually does recycle all of the items collected for recycling -2

17. Knowledge and Views of Service

18. Satisfaction with Council Recycling Facilities Q21 Thinking about the recycling facilities your local council provides, how satisfied or dissatisfied are you with . . . .? Change on“Satisfied” % Satisfied % Dissatisfied Accessibility of recycling services +18 The provision of recycling facilities overall +19 The range of recyclables you are able to deposit +18 The provision of recycling facilities at your local tip +11 Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI

19. Satisfaction with Council Recycling Facilities Q21 “Satisfied” (& 2000-03 change) Lambeth H&F K&C Wandsworth Overall Provision 52% (+12) 61% (+34) 55% (+28) 64% (+24) Accessibility 58% (+14) 68% (+36) 59% (+13) 58% (+14) Range 43% (+5) 62% (+36) 55% (+7) 64% (+25) Local Tip 43% (+10) 51% (+27) 33% (0) 45% (+6)

20. Barriers to Recycling in the Home Q35/36/37 I’d like you to tell me to what extent you agree or disagree with each statement. Change on“Agree” % Agree % Disagree I would need to be provided with a container to store recyclable materials in my home -14 -36 46 Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI

21. Barriers to Recycling in the Home Q35/36/37 I’d like you to tell me to what extent you agree or disagree with each statement. Change on“Agree” % Agree % Disagree I would need to be provided with a container to store recyclable materials in my home -14 -36 46 There is not enough space in my home to store recyclables -46 42 -10 Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI

22. Barriers to Recycling in the Home Q35/36/37 I’d like you to tell me to what extent you agree or disagree with each statement. Change on“Agree” % Agree % Disagree I would need to be provided with a container to store recyclable materials in my home -14 There is not enough space in my home to store recyclables -10 Separating rubbish isn’t clean and causes smells/ clutter in the house -6 Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI

23. Barriers to Recycling: By Borough Q35/36/37 % “Agree” (& 2000-03 change) Lambeth H&F K&C Wandsworth I need a container 50 (-1) 47 (-18) 34 (-28) 52 (-6) There is not enough space 44 (-8) 38 (-6) 36 (-18) 48 (-11) Separating rubbish causes smells/clutter 31 (-6) 28 (-2) 23 (-17) 38 (0)

24. Information Available on Recycling Q8-13 How well informed would you say you are about each of the following? Change on“Informed” % Informed % Not informed +5 What the benefits of recycling are What materials can and cannot be recycled in your area +16 What recycling services are provided in the local area +16 What types of recycled products you can buy +12 What happens to materials after they are collected +14 Campaigns/promotions in the local area +16 Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI

25. Information Available on Recycling Q21 % “Informed” (& 2002-03 change) Lambeth H&F K&C Wandsworth Benefits of recycling 59 (+8) 76 (+17) 63 (-3) 62 (-2) What can/can’t be recycled 59 (+12) 69 (+26) 61 (+4) 72 (+21) Local recyclingservices 52 (+9) 64 (+32) 53 (+9) 60 (+17) What recycling products can be bought 47 (+4) 56 (+21) 55 (+12) 49 (+13) What happens after materials are recycled 31 (+14) 44 (+26) 31 (+8) 24 (+6) Local campaigns/promotions 36 (+14) 39 (+26) 31 (+13) 32 (+13)

26. Awareness of What Can be Recycled Q15 To the best of your knowledge, which of the following things can and cannot be recycled in this area? Change on“Informed” % Can % Can’t - Newspapers and magazines +0 Glass bottles and jars +8 Food and drink cans +7 Card/cardboard -2 Old clothes/shoes +18 Plastic bottles +10 Fruit juice/milk cartons Garden and kitchen organic rubbish +6 Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI

27. Recycling Behaviour

28. Q16 Looking at this card, which, if any, of the following statements comes closest to how much you recycle? 2002 (1) 2003 (2) Base: (1) 1,300 residents 16+, face-to-face, in-home, London Western Riverside, Oct-Nov 2002, (2) Waste Watch/MORI; 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI Levels of Recycling 11% Everything that can be recycled 26%

29. Q16 Looking at this card, which, if any, of the following statements comes closest to how much you recycle? 2002 (1) 2003 (2) Base: (1) 1,300 residents 16+, face-to-face, in-home, London Western Riverside, Oct-Nov 2002, (2) Waste Watch/MORI; 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI Levels of Recycling 11% Everything that can be recycled 26% 30% A lot but not everything that can be recycled 35%

30. Q16 Looking at this card, which, if any, of the following statements comes closest to how much you recycle? 2002 (1) 2003 (2) Base: (1) 1,300 residents 16+, face-to-face, in-home, London Western Riverside, Oct-Nov 2002, (2) Waste Watch/MORI; 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI Levels of Recycling 11% Everything that can be recycled 26% 30% A lot but not everything that can be recycled 35% 29% I do not recycle much 24%

31. Q16 Looking at this card, which, if any, of the following statements comes closest to how much you recycle? 2002 (1) 2003 (2) Base: (1) 1,300 residents 16+, face-to-face, in-home, London Western Riverside, Oct-Nov 2002, (2) Waste Watch/MORI; 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI Levels of Recycling Everything that can be recycled A lot but not everything that can be recycled I do not recycle much I do not recycle anything

32. Q16 Level of Recycling By Borough % “I Recycle Everything/A lot” (& 2002-03 change) % Everything % A lot =55% (+14) Lambeth =68% (+31) H&F =50% (+7) K&C Wandsworth =71% (+26) Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI

33. Reported Change in Recycling Behaviour: Sub-Groups - 1 2002-03 Change on “more” +% Q18 % “Less” % “More” +13 +14 +11 +9 +16 +13 +19 +6 +16 +10 All Men Women 16-24 25-34 35-54 55-64 65+ ABC1 C2DE Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI

34. Reported Change in Recycling Behaviour:Sub-Groups - 2 2002-03 Change on “more” +% Q18 % “Less” % “More” +13 +18 +17 +11 +11 +4 +1 +24 -6 +30 All Access to kerbside* Access to Banks High recyclers Medium recyclers Low recyclers Lambeth H&F K&C Wandsworth (* = Those not living in high/medium rise flats) Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI

35. Q19 Base:All who recycle more (414), October-November 2003, Waste Watch/MORI Reasons for Increasing Amount of Recycling Why do you say you recycle more than a year ago? Top 5 reasons Change ± Been given bins/bags for recycling +27 More awareness/hear more about it -12 More facilities available now -6 Offered a better collection service +4 Bigger range can be recycled n/a

36. Recycling of Specific Materials Q17 How often, if at all, do you recycle . . . (+2002-03 change) % “Every/most times” (+10) Newspaper/Paper (+12) Magazine/brochure (+11) Glass bottles (+13) Glass jars (+15) Card/cardboard (+19) Drink cans (+17) Food tins (+23) Plastic bottles (+9) Carrier bags (-2) Old clothes/shoes (+12) Fruit juice/milk cartons (+8) Garden organic rubbish (+12) Kitchen foil (+4) Kitchen organic rubbish Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI

37. Recycling of Specific Materials – By Borough Q27 % “Every/Most Times” (& 2002-03 change) K & CLambeth Newspaper/Paper 43 (-6) 51 (+5) Magazine/Brochure 47 (-1) 46 (+3) Glass Bottles 47 (+3) 45 (+3) Glass Jars 45 (+3) 46 (+7) Card/Cardboard 40 (- ) 21 (+6) Drinks Cans 33 (+8) 32 (+9) Food Tins 32 (+7) 33 (+12) Plastic Bottles 39 (+4) 14 (+6) Carrier Bags 37 (+5) 29 (+6) Old Clothes/Shoes 24 (-18) 33 (-1) Fruit Juice/Milk Cartons 23 (0) 12 (+7) Garden/Organic Rubbish 10 (0) 21 (+9) Kitchen Foil 18 (+8) 15 (+9) Kitchen Organic Rubbish 9 (+3) 16 (+4)

38. Recycling of Specific Materials – By Borough Q17 % “Every/Most Times” (& 2002-03 change) H & FWandsworth Newspaper/Paper 67 (+22) 71 (+19) Magazine/Brochure 65 (+22) 70 (+22) Glass Bottles 61 (+19) 66 (+19) Glass Jars 54 (+17) 64 (+22) Card/Cardboard 54 (+28) 63 (+22) Drinks Cans 45 (+30) 52 (+29) Food Tins 40 (+27) 46 (+22) Plastic Bottles 44 (+38) 50 (+40) Carrier Bags 34 (+9) 40 (+17) Old Clothes/Shoes 37 (+1) 44 (+6) Fruit Juice/Milk Cartons 33 (+25) 32 (+19) Garden/Organic Rubbish 25 (+9) 25 (+12) Kitchen Foil 23 (+19) 15 (+8) Kitchen Organic Rubbish 15 (+7) 16 (+4)

39. Junk Mail Stickers Q25 As you may know, some people in the area now have stickers on or near their front door, saying that they do not wish to receive junk mail. Could you tell me which of these apply to you in regard to these stickers? I have one, found it is effective Don’t know I have one, but found it is not very effective I have seen/heard, and would like one I have never seen/heard of them 9% have one Have seen/heard, but do not want one Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI

40. “Green Consumerism” Q24 How often, if at all, do you do any of the following? If you don’t use an item, please tell me. 2002-03 Change on “always” ± % rarely/ never % always % most/some times Purchase “Bags for Life” +3 +1 - Lambeth - H&F +1 - K&C -3 - Wandsworth +15 Use the Mailing Pref. Service 0 - Lambeth +1 - H&F -5 - K&C -1 - Wandsworth +3 Base:All who use each material, 16+, face-to-face, in-home, London Western Riverside, October-November 2002, Waste Watch/MORI

41. Campaigns & Communications

42. Information required by residents Q32/29/27 I’d like you to tell me to what extent you agree or disagree with each statement. % Agree Change on “Agree” % Disagree I need more information on what can and can’t be recycled -11 I need to know more about the benefits of recycling -4 I don’t know what recycling facilities are on offer in the area -13 Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI

43. Personally Exposure to Promotional Activity -1 Q39/40 Which of these, if any, do you remember seeing/ hearing about over the last year? Personally + Seen/heard about Leaflets/info through the door Recycling promotion in council magazine / newsletters Local posters/billboards Local newspaper adverts/articles TV coverage People knocking on door, explaining benefits of recycling Stands providing info about recycling at events Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI

44. Personally Exposure to Promotional Activity -2 Q39/40 Firstly, which of these, if any, do you remember seeing/ hearing about over the last year? Personally + Seen/heard about Activities in local schools Promotion of recycling on web sites/ the internet Radio coverage ‘The Giant Motorised Dustbin’ Giving talks to local groups None of these Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI

45. Exposure to Promotional Activity: Sub Groups - 1 % Seen Any % Seen/Heard About Any Promotions Promotions High Recyclers 40 55 Medium Recyclers 35 50 Low Recyclers 28 33 Access to Kerbside* 37 52 Recycling More than 1 yr ago 44 64 Recycling Same as 1 yr ago 26 40 Recycling Less than 1 yr ago 17 38 Lambeth 25 46 H&F 29 42 K&C 22 37 Wandsworth 42 53 (*Those not living in high/medium rise flats)

46. Exposure to Promotional Activity: Sub Groups - 2 % Seen Any % Seen/Heard About Any Promotions Promotions All 29 45 Men 31 45 Women 29 45 16-24 21 38 25-34 28 46 35-54 32 47 55-64 29 45 65+ 33 44 ABC1 34 50 C2DE 25 39 Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI

47. Key Campaign Messages Q41 As far as you remember/had heard, what were the main points or messages being promoted (NOT PROMPTED) Encouraging people to recycle more often Provisions of specific bags/bins Recycle for/Better environment What to recycle/advice on what to recycle Facilities/services available The benefits/value of recycling Collection service/days stated New bag scheme/changing to orange bag/one bag for all To improve resources/less waste Base: All aware of any campaign (632), October-November 2003, Waste Watch/MORI

48. Key Campaign Messages – Collection Sacks/Bins (By Borough) Q41 Lambeth H&F K&C Wandsworth % % % % Provision of specific bags/bins for recycled materials/Smart Sacks/ 3 13 7 19 Orange sacks New bag scheme/changing from separate to orange bag scheme/ 1 3 0 6 one bag for everything Base: All aware of any campaign (632), October-November 2003, Waste Watch/MORI

49. Interesting Intrusive Thought-provoking Patronising Persuasive High pressure/’hard sell’ Reactions to “Doorstepping” Q43 Which of these statements do you think apply to the visit? Base: All who received visit (54), October-November 2003, Waste Watch/MORI

50. “Chatter Factor” Q42 How many people, if any, have you talked to about recycling/waste issues this year? Don’t know/not stated 11 or more 6 to 10 3 to 5 None/nobody 57% have spoken to someone 1 to 2 Base: 1, 314 residents aged 16+, face-to-face, in-home, London Western Riverside, October-November 2003, Waste Watch/MORI