RESEARCH DEBRIEF

1. ENCAMS & Environment Agency Trade Waste Carriage & Disposal RESEARCH FINDINGS Stage II – December 2007 RESEARCH DEBRIEF

2. CONTENTS Project Summary Research Objectives Stage One Results - Reprise Stage Two Method & Sample Main Findings - Understanding the audience - Current practices & knowledge - Fly-tipping - WTN, Duty of Care, Register of Waste Carriers - Motivational messages & visuals Potential next steps & solutions Conclusions

3. Stage 1 Initial research in North East (BREW Area) 4 x Trade & 4 x Householder groups, Apr 07 Stage 2 (a) Trade research extended to rest of England 2 x Trade groups in Derby (BREW area) 2 x Trade groups in Milton Keynes (non-BREW area), Sep 07 TRADE SEGMENTS CONFIRMED (b) Householder research extended to rest of England, 2 groups in each of Birmingham, Slough, Bristol, Oct 07 (c) Trade Segment Groups, 4 groups in Manchester, 4 in Bristol, Nov 07 PROJECT SUMMARY

4. RESEARCH OBJECTIVES To explore current perceptions of the Trade Waste Carriage/ Disposal Register and Duty Of Care requirement Specifically: • Awareness of the Register/ Duty of Care requirements amongst tradespeople and the general public • Triggers and barriers to register, on the part of Tradespeople • Exploring the usefulness of the register to the General Public • Determining motivational messages/ information to encourage tradespeople to register, and the public to use registered tradespeople (reviewing current campaigns including anti fly-tipping messages)

5. RESEARCH OBJECTIVES Stage Two additional/ specific objectives: • Establish if ‘rest of England’ results consistent with North East • Do Tradespeople know what to do to operate ‘within the law?’ Do they use/ understand commercial tips? • What impact will registration have on fly-tipping levels? • What do tradespeople think of Waste Transfer Notes? (example provided)  • Are Tradespeople clear about who retains ‘ownership’ of waste? At what point does an item become ‘waste’? • Would Tradespeople apply for a permit which enabled them to take the waste to a domestic site if customer signed waste over? • Would tradespeople be interested in being able to pay to tip waste at a communal skip (e.g. at a builders merchants)?

6. METHOD AND SAMPLE for Stage 2 b) and c) • Tradespeople Research 8 standard length focus groups amongst tradespeople, recruited by segment type, according to their attitudes towards rules & regulations, ‘Blissful/ Confused Ignorance’, ‘Grudging Acceptors’, ‘Cynical Cherry Pickers’, ‘Rejectors’. A group with each typology was conducted in Manchester and Bristol, Nov 07 (8 groups in total). • General Public Research 6 groups amongst members of the public who’ve had or may have work done in their homes by self-employed/ small business contractors. The groups were mixed-sex. Research conducted in Birmingham, Slough and Bristol, Oct 07.

7. METHOD AND SAMPLE for Stage 2 b) and c) • Quotes are identified as follows: • Householders • Tradespeople • Trade groups are further identified by segment (attitude towards rules & regulations): • CBI: Confused Blissful Ignorance • CCP: Cynical Cherry Pickers • GA: Grudging Acceptors • R: Rejectors

8. Stage One - Reprise

9. Awareness is very low And there is much scepticism about the scheme Because It conflicts with the spirit of white van man They think it will be hard to enforce • Lack of benefit • For WVM and householders Entrepreneurial / Freedom A simple, easy life Develop multifaceted communication approach to demonstrate benefits, enforcements, and to build awareness SUMMARY

10. “I just use whatever is there to stand on if I’m doing a ceiling!” Rejector “Sometimes I just wear my old trainers if I’m papering, but if you’re on a building site I’ll wear my boots, because people are checking” I don’t count/Who’s going to catch me? Blissful or Confused Ignorance I can’t stick to the rules – I can’t keep up! Cynical Cherry-Picker I’ll stick to the rules that help me/ when I have no choice “It’s just so complicated – you can’t keep up with it” Grudging Acceptor I’ll stick to the rules, I’ve no choice (if I want to be competitive) “I think you’ve got to do it so everyone is safe” “You either do it to the specifications or you don’t get it passed, simple as that” WASTE DISPOSAL REQUIREMENTS: TRADE ATTITUDINAL SEGMENTS

11. Stage Two (a) - Reprise

12. Similar very low levels of awareness and scepticism as were registered in the North East. One tradesperson in Derby was registered, none in Milton Keynes. The Register was thought difficult to practicably enforce. There was, however, a resignation that the scheme would become unavoidable if that was what the Government decided was going to happen. SUMMARY

13. Stage Two: Main Findings - Understanding the Audience -

14. UNDERSTANDING THE AUDIENCE- Tradespeople - • Self-employed tradespeople are dealing with an increasing number of rules and regulations, no matter their industry. Some rules and regulations are seen as ‘rules for rules sake’, or created with little thought for common sense “I’ve got an HNC in electronic mechanical engineering and you cover everything – then all of a sudden you’ve got to take this Part P, and it’s about building regs, it’s nothing to do with electricity” CCP, “When they brought in the laws about having to use 110 volt power tools, it’s a huge expense to just suddenly swap all your tools over for no reason when they’re in perfectly good working order” GA • Health & Safety rules come in for particular criticism “It’s a nightmare – high vis jackets” CBI, “you’re not allowed to go up a ladder anymore” CBI, “You should really have a harness on, but it just gets in the way” GA, “A friend has been sent on a course to change a disc in a disc cutter – at the end of the day anyone can go into B&Q and buy one” CCP Quote colours: Tradespeople CBI Ignorant, GA Acceptors, CCP cherry-pickers, R Rejectors, Householders

15. UNDERSTANDING THE AUDIENCE- Tradespeople - • Cost is a concern for one-man band businesses/ SMEs “Everything’s got to be registered – it’s a rip off for anyone who works for themselves” GA “It affects the price. There’s always someone that won’t bother using scaffolding, and the price is completely different” CBI, “[Householders] think you’re trying to con them – asking for extra money to do extra work, but it’s got to be done” R • Even ‘responsible’ tradespeople operate in shades of grey “Rather than lose a job, you sometimes would bend the rules because you know there will be somebody stood behind you who will take the work off you straightaway” CBI • Cash-deals are viewed as necessary to earn a reasonable income “£125, £130 minimum… that’s the cash price… if you pay the proper price, you’re looking at £150, £160” CBI Quote colours: Tradespeople CBI Ignorant, GA Acceptors, CCP cherry-pickers, R Rejectors, Householders

16. UNDERSTANDING THE AUDIENCE- Householders - • Heavy reliance on recommendation Householders put most faith in friends’ and family's recommendations. “Word of mouth”, “Recommendation from anyone that you’d trust their opinion, it could be work colleagues”, “Friends and relatives” • Those without recourse to recommendation might be left with a ‘trial and error approach, and have to trust their instincts “We use yellow pages”, “You look for things like are they Corgi registered or a member of a professional body”, “The guy I was recommended he had a 5-month waiting list. I got another quote and he could start tomorrow – it doesn’t give me much confidence” • Others are prepared to do some research “I would go and view what they’ve done”, “”I always ask for ID, I go through everything – who’ve they done work for?”, “It doesn’t guarantee anything, a recommendation” Quote colours: Tradespeople CBI Ignorant, GA Acceptors, CCP cherry-pickers, R Rejectors, Householders

17. UNDERSTANDING THE AUDIENCE- Householders - • Television and media exposés (Watchdog, Rogue Trader etc.) have empowered some householders These people are aware of, and more likely to strive for, professional standards. “More people now do ask if you’re registered” GA, “Rogue Traders makes you not want to have people out of books, because you don’t know who they are”, “You see some horror stories, don’t you?” • Tradespeople comment that exposés can confuse consumers “Fitting a bathroom, they say ‘are you Corgi registered?’ well, you don’t need to be to fit a bathroom”, “people say, can you repair my shower – and are you Corgi registered – a shower hasn’t got gas going to it!” Quote colours: Tradespeople CBI Ignorant, GA Acceptors, CCP cherry-pickers, R Rejectors, Householders

18. Follow the rules – do everything ‘by the book’ Tradespeople work for ME I’m intimidated by tradespeople Get the job done UNDERSTANDING THE AUDIENCE- Householders - • Everything’s above board and on the record • ‘Better to be safe’ • ‘I’d better do what’s right’ • Usually younger consumers • Gullible..? • ‘Cutting corners on MY terms’ Quote colours: Tradespeople CBI Ignorant, GA Acceptors, CCP cherry-pickers, R Rejectors, Householders

19. gh Waste Disposal

20. CURRENT KNOWLEDGE AROUND WASTE What constitutes waste? • The ‘common sense’ consensus was that items are defined as waste once they can’t be used (or re-used) “Anything you’re not anticipating you’re going to use again” R, “If it’s damaged, no longer usable” GA, “As soon as it’s unpacked, if I have a boiler and unpack it, the cardboard there becomes waste” CBI • Tradespeople consider it common sense to take reusable items from completed jobs “If there’s a couple of lengths of guttering left over from a job, it’s not really waste is it?” GA. “I’ve kept doors” R, “You could be replacing a fence and you’ve got some fence panels that were salvageable, reusable – so you’ve got a few panels in the back – is that waste?” CCP Quote colours: Tradespeople CBI Ignorant, GA Acceptors, CCP cherry-pickers, R Rejectors, Householders

21. CURRENT KNOWLEDGE AROUND WASTE • Who owns the waste? Not something many of our Trade respondents had considered prior to the question being posed, but general consensus was that any ‘waste’ generated on a job became the responsibility of the tradesperson (unless the householder had agreed to deal with the waste themselves) “You’ve taken ownership… as soon as you take it out” CBI, “it becomes your waste when it’s in your vehicle” GA, “You’ve created the waste” CBI, “Somewhere down the line that responsibility has to be the builder’s because otherwise we wouldn’t have to pay for it when we get to the tip”, “It’s part of the job for them to take it away”, “It’s usually included”, “if I’ve got a builder in, I expect him to take [waste] away” • Although, some confusion here too… “Technically they [the householder] have ownership of their waste if I understand the rules correctly” CCP, “It depends if you supply as well as fit” CBI Quote colours: Tradespeople CBI Ignorant, GA Acceptors, CCP cherry-pickers, R Rejectors, Householders

22. CURRENT PRACTICES • Many tradespeople acknowledge that waste disposal is becoming increasingly difficult and/ or expensive; and an issue generally “I’ve noticed waste is a major issue now, you can’t overload skips anymore and people are concerned because of the environment” CCP, “If I’m doing a job on my own it can get a bit awkward to dispose of stuff” CBI • Skip hire is increasingly expensive “The cost of skips now is just scandalous!” BCI, “It was easier just to get a skip, but now it’s getting to the point where they are so expensive because of the waste prices” GA, “I was lead to believe it’s more expensive because of the cost of employing people to sort it out at the other end” CCP Quote colours: Tradespeople CBI Ignorant, GA Acceptors, CCP cherry-pickers, R Rejectors, Householders

23. CURRENT PRACTICES • There have been wide-scale crack-downs at tips “The cost of skips now is just scandalous!” CBI,“You used to be able to go down the tip and dump anything, but for the last few years they turn you away if you’ve got anything written on the side of your van” GA • Although rules can be bent…! “You bung the bloke a tenner and he will look the other way anyway” CCP, “The lad on cr*p wages gets an extra £15 so everyone’s happy” R • Exclusively commercial tips are rarely used (the majority of these tradespeople are limiting their use of the trade/ weighbridge areas of standard tips anyway). Standard tips are generally nearer/ more accessible “The commercial tip is okay – it’s over on the A6 so it’s always a nightmare to get to for traffic” CBI, “Petrol is a pound a litre!” R, “Wherever I’m working I call in” CBI Quote colours: Tradespeople CBI Ignorant, GA Acceptors, CCP cherry-pickers, R Rejectors, Householders

24. SKIP HIRE TIPS “I go to the tip in a plain van, go on the weighbridge and say I’ve got some rubbish from home, and they don’t charge me” GA “Skips are easiest, but it’s the cost implications” R “I think the price you pay for a skip is worth its weight in gold because it’s just less hassle – someone else can sort it out for me” CBI “I go in different vehicles, I go in my car, then my dad takes it in his car… I send my sister sometimes with my dad” CCP LEFT WITH HOUSEHOLDER PUT WITH THEIR OWN WASTE (0ccasional mentions only) “You just say to them, get rid of your waste or I’ll charge you. Most people say ‘right – I’ll go to the tip’”! GA “The bagged stuff I just take it home and put it out with my own household rubbish” CCP CURRENT PRACTICES Quote colours: Tradespeople CBI Ignorant, GA Acceptors, CCP cherry-pickers, R Rejectors, Householders

25. OPERATING ‘WITHIN THE LAW’ • What do tradespeople think they have to currently do to ensure they are operating ‘within the law’ regards waste disposal? “There’s guidelines with paints, and hazardous varnishes or oil paints, it’s a COS thing – Control of Substances” R, “Asbestos I’ve come across, but I stay away from those jobs” R, “substances hazardous to health, liquids, you can’t just dispose of them – but that applies more to heavy industry, don’t they? R • In each group, at least one tradesperson was aware of the need to have some sort of license “I think you’re supposed to have your vehicle covered aren’t you, for waste disposal” GA, “There’s lots of rules and regulations, license to carry it, license to dump it, it goes on and on” GA, “You’ve got to have a license if you’re constantly using the tip” R • This was either news to the remainder or prompted a confession of illicit tipping in the guise of a member of the public “I’ve got a small van, but I go up in the wife’s car if I can get away with it” CBI Quote colours: Tradespeople CBI Ignorant, GA Acceptors, CCP cherry-pickers, R Rejectors, Householders

26. CURRENT KNOWLEDGE - Householders - • Householders have come across various rules and regulations “Asbestos is a big problem” “Electrical items have to go to the tip now – you can’t put them in the bin” “Things like fridges, anything with CFCs you have to take to designated areas” “Oils, batteries have to be separated” • No-one has given much thought to what happens to the waste once the tradesperson takes it away “It’s his problem” “It’s off your driveway, it’s gone” “Once it’s gone, it’s gone – you hope it’s gone to the right place but you’re not really concerned are you?” Quote colours: Tradespeople CBI Ignorant, GA Acceptors, CCP cherry-pickers, R Rejectors, Householders

27. Fly-tipping

28. FLY-TIPPING • Fly-tipping hot spots or ‘typical’ areas are widely known “Down the lanes you see bits” CBI, “Down at the golf course now and again you get a fridge chucked there” CCP, “It’s usually down the country lanes” GA, “Fridges, you see them in lay-bys and lanes”, “The roads to nowhere are often shielded with boulders to stop that happening” • Tradespeople believe main offenders to be gypsies or householders “It’s gypos – they chuck it anywhere don’t they” CBI, “They know the council will clean up behind them” GA, “You can’t fine them because they’re not there long enough” GA “You’ve got them going around doing tarmac drives and they tip it over the hedge… nothing ever happens” R, “I’ve seen the odd couch and fridge – it’s normally too big to put in the car, so they carry it out and leave it on the side of the road” R • And householders blame trades… “It’s businesses because they have to pay to use the tip – if they dump they don’t pay” Quote colours: Tradespeople CBI Ignorant, GA Acceptors, CCP cherry-pickers, R Rejectors, Householders

29. FLY-TIPPING • There is some uncertainty as to where/ how people should report fly-tipping “The Police – if you’ve got a registration number I suppose” R, “Local Council?” CBI • Some claim they would feel obliged to report instances “If you see someone you’d get their reg wouldn’t you, I’d definitely write it down” R, “I’d be a bounty hunter if there was a reward!” GA • However, many feel it would be a futile effort “I expect if you rang up the Police, they wouldn’t want to know” CBI, “Ring the local Council – on some automatic hold for 25 minutes trying to get through to the right person – I can’t be a*sed” R, “You never see them do it – that’s the thing” CCP Quote colours: Tradespeople CBI Ignorant, GA Acceptors, CCP cherry-pickers, R Rejectors, Householders

30. FLY-TIPPING • No-one admitted personally to fly-tipping, although there were sometimes ‘suggestions’ of wrong behaviour “They charge you £45 a tonne, so it’s just trying to find the best ways to get rid of it” R • Asked if they were aware of anyone being prosecuted for illegal dumping of waste, some knew of individual cases, or had seen coverage in the media. “Some people I know got done for fly-tipping, got taken to court. They’d paid somebody to tip the rubbish for them and he took it off and dumped it in a field somewhere and it got traced back to them” “I’ve heard about stuff in the paper how people are dumping toxic stuff and have had their number plates caught” CBI, “I know someone who got stopped with a load of toxic waste and he was dumping it illegally. He got fined and 6 months in prison” CCP, “I know someone who was done for tipping garden waste £1,000 – at the domestic tip in a commercial van” CCP Quote colours: Tradespeople CBI Ignorant, GA Acceptors, CCP cherry-pickers, R Rejectors, Householders

31. FLY-TIPPING In denial? Tradespeople assert that the issues of waste disposal and fly-tipping are discreet “The Councils make it hard for everybody, they encourage fly-tipping. You sit in the [tip] queue for an hour” GA, “If they let you dump at the tips you wouldn’t get [fly-tipping], would you?” CBI, “I think they tip when [the sites] are shut, they say ‘sod this, I’m not coming back again’, it’s in the dark and no-one can see them” CBI “It’s not people like us that do fly-tipping” CCP, “There’s a big difference between fly-tipping and not having one of those licenses to carry waste. I don’t think there’s a link at all” GA, “They’re targeting the wrong people” CCP Yet, they suggest the waste disposal system is partly to blame for trade fly-tipping This confirmed state of denial sets a context to their barriers to the Duty of Care system Quote colours: Tradespeople CBI Ignorant, GA Acceptors, CCP cherry-pickers, R Rejectors, Householders

32. Duty of Care and the Waste Register

33. Knowledge of Duty of Care is limited and confused “You know you’re not supposed to dump toxic stuff” GA “You’ve got a responsibility to everybody” R DUTY OF CARE • Even when the details are summarised, many think it refers to ‘hazardous waste’ exclusively“A lot of the stuff [we carry] is basic rubble – it’s not going to endanger life or anything” GA “It sounds quite industrial, as in chemicals or nuclear fuel” CBI • Duty of Care is seen as ‘just another’ another industry regulation “It’s just another risk assessment” CCP “It’s a lot of red tape… bureaucracy” CBI Quote colours: Tradespeople CBI Ignorant, GA Acceptors, CCP cherry-pickers, R Rejectors, Householders

34. WASTE TRANSFER NOTE Waste Transfer note greeted with dismay, or disparagement • Only those registered had come across the WTN “I’ve never been asked for those” R, “No – never seen one” CCP “You would only use it if someone was tracking you” CBI • Most are under the impression that it wouldn’t apply to them “I’ve never had a big enough job for a skip” R, “It’s designed for a bigger company is this” CCP, “If you’re a biggish company I think you’ve got to do it properly” CBI Quote colours: Tradespeople CBI Ignorant, GA Acceptors, CCP cherry-pickers, R Rejectors, Householders

35. REGISTER OF LICENSED WASTE CARRIERS Knowledge of Register was vague and very limited • The law probably says we’re waste carriers, but we don’t – we think of chemical waste, not just empty tins” CBI • “I thought you could use a trade waste tip without a license as long as you pay for it” CCP • “What does that entitle you to do though? You still have to pay to tip it” CCP Three of the tradespeople we spoke to were licensed waste carriers, 2 in Manchester and 1 in Bristol • “I never really was sure whether I needed it, to be honest – maybe you could tell me?” CBI, “It’s the law - I take boilers out mainly… to take it away in the back of my van I need a license” CCP Quote colours: Tradespeople CBI Ignorant, GA Acceptors, CCP cherry-pickers, R Rejectors, Householders

36. REGISTER OF LICENSED WASTE CARRIERS • Six other tradespeople across all eight groups had heard of the waste license, but none of these had signed up “I found out by accident when I went to the local tip here with the van and went on the weighbridge, I’d got a van full of lawn waste and they said to me can I see your environment license to carry waste… I thought he was pulling my leg” CCP This landscape gardener eventually filled in a waste transfer note and paid the tip fee, and has since not used the weighbridge! “One of the reasons I don’t brand up my van is if I put a company name on there and I’m going to the tip all the time, I’m going to get recognised. So I still go to the tip and use it, but I haven’t got a licence” R Quote colours: Tradespeople CBI Ignorant, GA Acceptors, CCP cherry-pickers, R Rejectors, Householders

37. REGISTER OF LICENSED WASTE CARRIERS • There was cynicism as to exactly how the scheme operates, and where the registration money goes. “Will that money improve the environment? No – that money just keeps the machinery moving doesn’t it?... Employs a few people to do the forms” GA, “Where does all the money go? – It goes to the wages of the people enforcing it” R • Far from eliminating cowboys and fly-tipping, most thought the register would foster bad behaviour. “Customers will end up going to a cheaper operator, who doesn’t do it properly and [waste] gets dumped on the street”. CCP “The people who are more likely to use waste sites are the people who are less likely to fly-tip” CCP, “The cost of the licenses is just going to encourage fly-tipping” CBI Quote colours: Tradespeople CBI Ignorant, GA Acceptors, CCP cherry-pickers, R Rejectors, Householders

38. REGISTER OF LICENSED WASTE CARRIERS • The ‘definition’ of waste remained an issue for some “I’ve got an empty box in my van and I’m driving back to my house with it, that effectively is waste is it?” R, “I have odd bits of scrap, bits of cable in there. What’s the limit if you were to be stopped?” R • There was a resistance among one-man-bands having to be included in the scheme “That’s for bigger companies that is… it would benefit regulated places where there’s chemicals” CCP, “They wrote to me about that, and I said I don’t carry waste, which I don’t generally – just the odd bits and pieces” BCI Quote colours: Tradespeople CBI Ignorant, GA Acceptors, CCP cherry-pickers, R Rejectors, Householders

39. REGISTER OF LICENSED WASTE CARRIERS • It was assumed that registered tradespeople would still have to use the Waste Transfer Note and abide by the Duty of Care “I think it applies to everybody, but I think if you’re actually registered then you’ve got to fill it out as part and parcel of being on the register” CBI, “You’re setting yourself up for a fall if you register and then don’t do it” CBI • The scheme was seen as creating unnecessary work “You’ll never get the job done… you’d be doing paperwork” CCP, “I want to get away from the house when I’m finished, not stay there for a week filling out forms” R “It would take me longer to fill that in than it would to do the job” R • Tradespeople questioned the possibility of enforcement “Who’s going to enforce it?... The police haven’t got time to do it” R, “I wouldn’t even know who could stop you, is it the Police or the Environment Agency… have they got a blue light?!” CBI Quote colours: Tradespeople CBI Ignorant, GA Acceptors, CCP cherry-pickers, R Rejectors, Householders

40. Motivational Propositions and Campaigns

41. Tradespeople and householders were shown a range of different propositions, and asked which might motivate signing up to the register, or using a tradesperson on the register.

42. You will be fined £5,000 if you’re caught carrying waste (and not a registered waste carrier) MOTIVATIONAL PROPOSITIONS Trade • Exactly as with stage one findings, the fear of a direct fine that would hit the pocket is very effective “That makes you think!” CBI, “That’s going to scare the life out of most people” R, “That would scare me a bit, I’ll be honest” CCP, “The number £5,000 stands out!” CCP • However, most doubted this scheme’s effectiveness in practice “I’d need to know what the criteria was?” R,“What is waste, and am I a carrier?” GA, “The police would probably have to be involved with stopping people, and they’ve got enough problems” Quote colours: Tradespeople CBI Ignorant, GA Acceptors, CCP cherry-pickers, R Rejectors, Householders

43. You could be give a fixed-penalty notice of up to £300 if you fail to produce on demand, a waste transfer note or evidence of being a registered waste carrier (within one week following the request) MOTIVATIONAL PROPOSITIONSTrade • Again, the potential to lose money attracts their attention “That would make me think” R • But the FPN was less ‘threatening’ than the £5,000 fine “That’s [the equivalent of three years for the license] if you get a way with it – you’d take a chance” R, “You’ll wait until you get stopped then!” GA, “So basically you don’t sign up until you’re caught, and then you’ve got to do it haven’t you?” CCP Quote colours: Tradespeople CBI Ignorant, GA Acceptors, CCP cherry-pickers, R Rejectors, Householders

44. Your customer could be fined up to £5,000 for not taking reasonable steps to ensure that you have disposed of the waste appropriately (their address might be discovered on a sticker on the underside of a fridge, in a bin bag etc.) MOTIVATIONAL PROPOSITIONS Trade • Most doubted whether this was supportable “How are the Environment Agency going to find out what work has been done, they won’t know if you redecorate a room?” CBI, “What’s adequate steps? It’s gone in his van – what has he done with it?” CCP • But some liked the idea that responsibility was shifted and clarified “I’d rather the customer was fined than me!” R, “It will make it easier to suggest that it’s going to add extra cost” GA, “If your customer started seeing things like this they’ll say ‘hold on are you going to be responsible for this waste?’” CCP Quote colours: Tradespeople CBI Ignorant, GA Acceptors, CCP cherry-pickers, R Rejectors, Householders

45. Illegal disposal of waste can result in danger to others, to children and animals, e.g. abandoned white goods, pollution etc. MOTIVATIONAL PROPOSITIONSTrade • The reaction to this message, was generally ‘yes – agreed, but what’s that got to do with us?’ “We all know that - it’s just a throwaway statement” R,“It’s all about people who are fly-tipping… we’re responsible tippers” CBI, “I’d agree with that, but it wouldn’t encourage me to have a license” GA Quote colours: Tradespeople CBI Ignorant, GA Acceptors, CCP cherry-pickers, R Rejectors, Householders

46. Fly-tipping could get out of hand, with waste materials dumped on local playing fields and in the streets in your neighbourhood, unless we stamp down on illegal transfer of and disposal of waste MOTIVATIONAL PROPOSITIONSTrade • Again – there’s a lack of any firm link “Why would it get any worse?” R, “So why would illegal transfer and carrying of waste be responsible for materials being dumped on playing fields?” CCP, “I don’t think the two are related – someone who hasn’t got a license isn’t somebody necessarily who’s going to fly-tip anyway” GA, “What about people they can’t control, such as gypsies” R Quote colours: Tradespeople CBI Ignorant, GA Acceptors, CCP cherry-pickers, R Rejectors, Householders

47. Registering will go towards achieving Guild of Master Craftsmen certification MOTIVATIONAL PROPOSITIONSTrade • The certification itself was not held in very high esteem “It’s not a qualification – it’s like joining a club” GA,“You don’t have to have one for many trades” CBI, “A lot of people have [certification], but it’s just a joke” GA • As a result, tradespeople didn’t think it would hold much sway with customers “I don’t think that’s going to impress customers” R, “It’s just a logo – it’s meaningless to my average customer anyway” CCP Quote colours: Tradespeople CBI Ignorant, GA Acceptors, CCP cherry-pickers, R Rejectors, Householders

48. You will be blacklisted by suppliers if caught fly-tipping MOTIVATIONAL PROPOSITIONSTrade • Tradespeople were indignant that they might be presumed to be fly-tipping “Nobody in here is fly-tipping” CBI • The idea of this threat doesn’t ring true “I’d just find another supplier” R, “You just get your mate to go instead” GA, “They aren’t going to turn down a sale, are they?” CCP, “Are you going to write to every company in the country to say you shouldn’t supply Bob with paint materials” R Quote colours: Tradespeople CBI Ignorant, GA Acceptors, CCP cherry-pickers, R Rejectors, Householders

49. You’ll win customers and build trade as customers will use tradespeople on the register, assuming a level of quality MOTIVATIONAL PROPOSITIONS Trade • Tradespeople didn’t see the link “They might be the neatest tidy-up and scrap all their waste, but they might not be able to put a screw in the wall straight” R, “Corgi registration doesn’t make you good does it?... I know some right toe-rags who are Corgi registered – I wouldn’t let them near my house” GA, “They’re not going to be bothered where their rubbish goes” CBI, “People will still want to go by price or recommendation” GA, “Not ‘How much is it going to cost?’ but ‘Are you going to carry my waste away?’ – I don’t think so!” CCP Quote colours: Tradespeople CBI Ignorant, GA Acceptors, CCP cherry-pickers, R Rejectors, Householders

50. You will be fined £5,000 if you’re caught carrying waste The winner! - Money talks You could be given a fixed-penalty notice of up to £300 if you fail to produce on demand, a WTN or evidence of being registered Not as strong, but still works Your customer could be fined up to £5,000 for not taking reasonable steps to ensure that you have disposed of the waste appropriately Divides opinion - would it really work? Illegal disposal of waste can result in danger to others, animals & children Sentiment is supported, but there’s no obvious link to the waste register Fly-tipping could get out of hand, with waste materials dumped on playing fields and streets Registering will go towards achieving Guild of Master Craftsmen certification Certification dismissed You will be blacklisted by suppliers if caught fly-tipping Dismissed as unworkable You’ll win customers and build trade as customers will assume a level of quality Dismissed as unbelievable MOTIVATIONAL PROPOSITIONS- Trade: Summary -