1、GOING AROUND IN CIRCLES:#RECYCLING AND#CIRCULARITY An Ipsos Synthesio ReportAuthors:Pippa BaileyLena Gilchrist In an era defined by growing concerns about climate change,resource depletion,and waste pollution,sustainability continues to be a hot topic of discussion.Across the 30 countries surveyed b

2、y Ipsos,the environment ranks fourth on the list of concerns,following cost of living,poverty and inequality,and healthcare systems.Against the backdrop of environmental worries,packaging has come to the forefront of consumer conversations.Packaging plays a pivotal role in protecting products,but al

3、so in extending their shelf life,therefore increasing sustainability and decreasing waste.Yet there is a significant gap between consumer perception and the reality of sustainable practices in packaging.In this paper,we analyze consumer beliefs and misconceptions about recycling,as well as the chall

4、enges in achieving true circularity.Through the lens of survey and social media data,well also explore the role brands play in educating consumers,fostering trust,and building a circular economy.POSTING ABOUT PACKAGING:SOCIAL MEDIAS IMPACT ON While topics like climate change can feel intangible to c

5、itizens and fall victim to the“out of sight,out of mind”mentality,packaging and waste draw significant attention.On social media,global English conversations related to packaging have increased by 30%over the past six months.Images circulating on social media platforms reinforce worries about packag

6、ing waste,depicting trash accumulating on shores and the detrimental effects of plastic on marine life.Consumers also turn to social media to react to viral examples of packaging gone wrong.2Figure 1 Online mentions related to excessive plastic and waste INTRODUCTIONSource:Ipsos Synthesio,public,onl

7、ine mentions related to packagingCONSUMER CONCERNWhen we look at consumers environmental concerns,the accumulation of waste,packaging,and plastic is the third biggest concern across the globe(41%).This ranks higher than other factors like air,pollution,water pollution,biodiversity,and deforestation.

8、3Figure 2 Ranking of concern for environmental problems,global country averageSource:Ipsos;Base:24,001 online adults across 30 countries,30 Aug 26 Sept 2022.NB surveyed adults aged 16+in 30 countries.EDF ObsCOP 2022.4723242828363637414346476557899101317Climate changeExtreme climate events(floods,hea

9、twaves,drought,cyclones,forest fires)The accumulation of waste,packaging,plasticAir pollutionRunning out of resources(water,soil,wood)Water pollutionDeforestationThe decrease in biodiversity(decline of animal and plant species)Soil pollution des sols(use of fertilizers,pesticides)Desertification,dro

10、ughtDont knowNone of the aboveFirstTotalGlobal Country AverageQ.From the following list,which environmental problems do you think are the most concerning in your country?The attention that citizens give to packaging and thus recycling is illustrated in Figure 3.When citizens are asked which actions

11、they believe would have most impact on reducing greenhouse gas emissions,of the 13 options presented,recycling is the second highest option selected behind switching to purchasing renewable electricity.If these responses are compared to a rank order of actual published emissions(which cover 60 optio

12、ns),while not possible to compare directly,it is possible to see that there is a notable gap between citizen perceptions and reality this is referred to at Ipsos as the Believe-True gap.A possible reason for recycling being so high up this list is that packaging and waste recycling is something that

13、 people feel is more tangible,something that they witness in their everyday life and that they can do something about.Understanding has improved since last year when recycling was the top answer ahead of switching to purchasing renewable electricity,but there is still much to do to educate citizens

14、and consumers.4CONFUSION AND MISPERCEPTION AROUND RECYCLINGFigure 3 Consumer perception of the impact of behaviors on greenhouse gas emissions Source:Ipsos;Base:Base:2023:21,231 online adults under the age of 75,interviewed 20 Jan 3 March 2023.The samples in some countries and regions are more urban

15、,more educated,and/or more affluent than the general population.*Source:Ivanova et al.,2020.Quantifying the potential for climate change mitigation of consumption options.Available here:https:/iopscience.iop.org/article/10.1088/1748-9326/ab8589/pdfGlobal Country AverageQ.Which three of the following

16、 actions,if any,do you think would have most impact on reducing greenhouse gas emissions?When deep-diving into the conversations around recycling on social media,consumers express confusion and misperception.They are especially confused about how to handle different materials;in which bin do they go

17、 and how are certain items separated.“Where I live for example,we have loads of bins,the bin men can refuse to collect it if items are sorted incorrectly.As a result,loads of items which are potentially recyclable end up in landfills due to confusing and unclear labelling”“Whats recyclable and whats

18、 not is a constant source of confusion and annoyance.I had a plastic container with a recycling symbol on it and was told by someone that it still couldnt be recycled.The people who collect the recycling where I live told me theyd stop collecting it if we put sheets of paper in it”5Figure 4 Top phra

19、ses associated with negative sentiment in recycling conversationsSource:Ipsos Synthesio,global English only mentions related to recycling;04/26/2022 04/26/2023,Answer The Public UKPlastic recyclingFigure 5 Ipsos Synthesio-Google Search questions around Plastic Recycling in global EnglishThe confusio

20、n leads to feelings of sadness and even anger.Most consumers want to do the right thing and turn to peer,brands online or even Google to get advice.They post questions in the hope of getting clarity.Plastic Recycling is a topic that generates many questions:What are plastic recycling codes?What are

21、the plastic recycling rules?Is plastic recycling a lie?Can you recycle plastic bags?Can recycled plastic be biodegradable?Can plastic be recycled indefinitely?What plastic numbers can be recycled?6THE LANDSCAPE OF LABELLINGHow do we support consumers to make well-informed decisions?What guidance do

22、they get?It is not made easy for people.There is a big landscape of different terms like single-use plastics,recycled,recyclable,biodegradable,compostable,ocean-bound plastic etc.On top of that,there are labels and ecolabels.In the UK alone,there are over 85 ecolabels and over 200 in the US.All thes

23、e symbols and labels add to the confusion,but also evidence on social media show that they are driving distrust.Consumers believe that some of these symbols are created intentionally to cause confusion.“The symbols are intentionally misleading.My bf only found out last year that a plastic item with

24、a recycling symbol and a number might not actually be recyclable.”“Plastic recycling is a bit of a lie.The symbols on plastic containers,which include three bent arrows and a number,are called resin codes and are intentionally designed to be similar to recycling symbols.Most plastics,such as shoppin

25、g bags,cannot be recycled,and some have limited recycling capabilities”Figure 6 Online mentions related to symbols and labels7And this has the impact of reducing trust in consumer packaging goods sector as illustrated in Figure 7,with opinion divided as to whether global citizens trust manufacturers

26、 of household goods to be environmentally responsible.Figure 7 Trust in sectors to be environmentally responsibleGlobal Country AverageQ.Thinking about each of the groups below,to what extent would you say you trust them to be environmentally responsible in COUNTRY?Source:Ipsos Global Advisor;Base:2

27、3,528 online adults across 35 countries,26thAugust-9thSeptember 2022 and 5thOctober 11 October 2022(in New Zealand only).NB surveyed adults aged 18-74 in the United States,Canada,Republic of Ireland,Israel,Malaysia,New Zealand,South Africa and Turkey,20-74 in Thailand,21-74 in Indonesia and Singapor

28、e,and 16-74 in 24 other markets8PAVING THE PATH TO THE CIRCULAR ECONOMY As mentioned,there is confusion and a rather negative sentiment around#Recycling*due to lack of clarity and lack of trust.Consumers are more than ready to take the next step and engage in further action for the planet.Therefore,

29、the concept of#circularyeconomy*,creates anticipation and a more positive sentiment.Still confusing,but over three-quarters of mentions online are positive.Although there is a perceived overlap between recycling and circularity,differences lie in the“big picture”conversations.Circularity is more for

30、ward looking,speaking about innovation and the transition to a circular economy whereas recycling is more related to waste management.These“big picture”conversations,tend to be driven primarily by organisations rather than consumers.Consumers resonate most with the concepts and practices of recyclin

31、g and the circular economy when they feel tangible.For example,purchasing recycled jewellery or upcycling furniture enables consumers to see these practices in action.Brands are also partly responsible for the lack of clarity in the distinctions between these concepts.They often use a range of susta

32、inability-related hashtags when promoting their products to boost their brand profile and reach a wider audience.This can make it challenging for consumers to differentiate which habits or practices relate to transitioning to a circular economy and which do not.*Recycling is the process of convertin

33、g waste materials into new materials and objects.This concept often includes the recovery of energy from waste materials.The recyclability of a material depends on its ability to reacquire the properties it had in its original state.*Circularity is the fact of constantly returning to the same point

34、or situation.Whether that be an aluminium can or a bio-degradable bag(returning those plant-based materials back).Top themes Circular EconomyCircular fashion and secondhand clothesForums and summitsTransitioning to a circular economyFood waste and compostingUpcycled and secondhand furnitureThe water

35、 systemBattery recyclingPlastic pollutionPackaging innovationsPersonal careSustainable infrastructureFigure 8#circulareconomy online themes,Ipsos Synthesio Topic modelling,;04/26/2022 04/26/20239PAVING THE PATH TO THE CIRCULAR ECONOMYWhen consumers are asked which are the most attractive environment

36、al pack claims across several markets,of eight claims tested(including upcycled packaging,plastic-free,recyclable packaging,re-usable packaging,fully recycled packaging,widely recyclable packaging,paper/wood from well managed sources),fully compostable packaging clearly comes in first across markets

37、 and categories(ref).So,consumers are perhaps ready for the next steps in sustainable packaging,leaving the scepticism of recycling behind.This is not to say that recycling isnt important it is but a switch to more circular thinking will also be in addressing the three major impacts packaging has on

38、 the planet;carbon footprint(and hence global warming),over-use of resources and then waste and pollution.From the analysis of online conversations,we can conclude that a brand which can guarantee a fully compostable packaging can even attract consumers to change brand.A change into fully degradable

39、 teabags by PT Tips created strong empathy for the brand,even to the degree that it can overrule taste:“Well I am from that part of the world and am not fussed by Yorkshire tea at all.We buy PG tips,purely because the bags are biodegradable”(consumer verbatim social media)“Yeah youre not wrong that

40、PG dont seem to be as strong as before,but I just really like that their bags are 100%biodegradable,so Ill be sticking with them for that reason.”(consumer verbatim social media)However,we need to acknowledge also that consumers are not a uniform group but rather people with differing needs,concerns

41、,behaviors and attitudes.Ipsos environmental sustainability segmentation identified five segments where brands can employ different levers to engage.Activists are looking for big change and will be more open to new types of naked/minimalist packaging.Pragmatics are willing and able to pay for sustai

42、nability and will engage by providing clear messages about their sustainability credentials and potentially with a premium.Busy Bystanders feel guilty about their inaction but can be engaged by solutions which remove friction from any process,Conflicted Contributors are lost at pay so sustainable pa

43、ckaging needs to be delivered as a co-benefit rather than the benefit.Disengaged Denialists are not a lost cause,but brands will need to educate and put the benefits in terms which resonate for people in their world.CONCLUSIONSurvey research tell us that consumers are more and more concerned about t

44、he environment,especiallyclimate change and accumulation of waste.Social tell us that engagement is growing over time.Consumers are engaging more and more in the topics relating to the environment overall and specifically packaging.They express frustration and confusion about recycling and“doing the

45、 right thing”Survey tells us that opinions about whether the public trust manufacturers to be environmentally responsible is polarised.Social tell us the confusion is leading to distrust.Brands need to better educate and inform consumers and bring them along on the journey.Survey tell us that not al

46、l consumers are the same,they have different motivations and brands need different strategies for different people.Social,however,tell us that consumers are motivated and will change brand if there is clear action,clarity,reduced friction,and transparency in communication.In conclusion,Brands will s

47、ucceed when they identify the sweet spot in the overlap between 1)the impact the brand is having on the world,2)the things that matter most for their consumers,3)what is achievable within the business(now and in the future)and 4)where there is business value.About Ipsos SynthesioIpsos Synthesio is a

48、 pioneer in social listening and global leader in AI-enabled consumer intelligence.We help brands turn consumer-generated data into strategic,actionable insights by combining best-in-class technology,the latest advancements in AI,and expert consultants.Our platform combines social,search,and survey

49、data from more than 800 million data sources in 80+languages across 190+countries to provide the most complete,accurate picture of markets and consumers.Powered by the most advanced AI algorithms,our platform goes beyond social listening to deliver actionable insights from online and offline data so

50、urces,leveraging Ipsos decades of research expertise and award-winning analytical frameworks.Our global network of consultants brings industry expertise,local context,and market research rigor to enable brands to make business decisions with speed,agility,and confidence.We offer a suite of strategic insight reports and custom services to address key business questions-from market exploration to product intelligence,trend detection,and more.Request a Synthesio