Consumers find it easiest to recycle at home, according to new research

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New research commissioned by Coca-Cola Great Britain has found that 77% of consumers find their homes to be the easiest place to recycle.

Data released by WRAP has showed that more than half (54%) of UK households dispose of at least one recyclable item in the general waste bin.

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The research highlights the difference between consumers’ intentions and actions when it comes to recycling at home. While 67% of people agree that recycling should be done every day, they said that clearer recycling guidelines on packaging (59%) and better information from local councils about what can and cannot be recycled (52%) would make it easier to recycle at home.

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From this, Coca-Cola is partnership with WRAP to encourage consumers to recycle, with the drinks brand now featuring the Recycle Now Recycling Locator on its Journey website, along with tips to help educate consumers.

The research from WRAP also revealed an age divide in attitudes towards recycling, with 62% of those aged over 55 saying that they want to be a good recycler, compared to the 37% of 18-24-year olds.

Earlier this month Coca-Cola launched a new marketing campaign to encourage and reward people for recycling their empty plastic drinks bottles, alongside a competition and social media activation called #CokeDunks, which challenged people to film themselves creatively slam-dunking their empty bottles into recycling bins.

Coca-Cola Great Britain sustainability manager Liz Lowe said: “We know people want to recycle, but it’s not always that easy. That’s why we want to remind people to recycle everything they can in the home – whether your soft drinks bottle or your shampoo bottle – so that more can be recovered and recycled into new products. “

WRAP chief executive Marcus Gover said: “We are really pleased to be partnering with Coca-Cola Great Britain this Recycle Week, to help encourage more people to recycle within their homes. More and more people in the UK are recycling, but it’s important we get it right – which is why our Recycle Week theme is ‘Recycling. We Do. Because it matters.

“By partnering with companies like Coca-Cola Great Britain, we want to show people that recycling doesn’t have to be complicated, and help consumers recycle as much and as best they can. Remember the Recycle Now Recycling Locator can help you find out what you can recycle where you live.”

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