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A Study of Waste Diversion Behaviours and Attitudes

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A Study of Waste Diversion Behaviours and Attitudes A Study of Waste Diversion Behaviours and Attitudes Prepared by Hill+Knowlton Strategies May 2019 Objectives and Key Findings The waste diversion landscape in Ottawa contains significant challenges and opportunities, which the City must consider in planning the future of waste diversion services. Council approved the Source Separated Organics Program (Green Bin) Update report at the end of March 2018. The report outlined Green Bin service enhancements that include plastic bags and dog waste, which marks the first change to the City’s recycling programs since bi-weekly garbage collection was introduced. The Green Bin Update report also calls for the development of an evidence-based public education campaign to raise awareness of Green Bin enhancements, in accordance with the recommendations of the 2011 Audit of the Corporate Communications Function (i.e., research conducted to determine; target audiences, communications strategies by target audience, strategic messaging by target audience, key performance measures). Green Bin service changes present the City with an opportunity to update communications around the City’s waste diversion programs as a whole. An effective communications strategy is critical to supporting a behavioural and cultural shift toward viewing waste diversion not as optional, but as a necessary and routine aspect of daily life. As such, the objectives of this research were: 1. Broadly measure public awareness of City communications channels and their effectiveness; 2. Gather city-wide data on behaviours and opinions related to waste (Green, Blue, Black, Garbage); 3. Identify Waste Diverter Target Audiences; and 4. Test communications methods, tactics and strategic messages for each target audience to support City communications related to waste diversion in general, and the Green Bin Enhancement public education campaign in particular. In order to meet these objectives, the City commissioned the following research methodology*: • PHASE I: Behaviours and Opinion Survey • PHASE II: Target Audience Strategic Message Testing • Integrated Analysis, Reporting and Recommendations PHASE I: PHASE II: Behaviours and Opinion Survey Message Testing Telephone survey (landline + mobile) Online N=2,032, Total invited n= 1,137 Avg. length of interview = 17 minutes Total started n=684 Margin of error: 2.2% Total completed n=489 Conducted December 5-21, 2018 Conducted December 21 – January Recruited participants for Phase II 16, 2019 *: see appendices for detailed methodology 3 KEY FINDINGS ALIGNED WITH OBJECTIVES 1. BROADLY MEASURE PUBLIC AWARENESS OF CITY COMMUNICATIONS CHANNELS AND THEIR EFFECTIVENESS Around 7 in 10 in the city are satisfied with information they obtain about city programs and services. But, channel use is fairly low, save and except Ottawa.ca (65% use at least some of the time), My Service Ottawa, and 3-1-1. Satisfaction with information specifically about waste diversion is much higher, and it’s a much more informed measure (based on higher channel use). When it comes to information about waste diversion, the ‘collection calendar’ is tops, followed by Ottawa.ca Half of those who use the ‘collection calendar’ are aware that it is available to download. In terms of possible alternate sources of information, or evolving the ‘collection calendar’, 7 in 10 would be interested in downloading it/printing it and 4 in 10 would be interested in a weekly email reminder. 4 KEY FINDINGS ALIGNED WITH OBJECTIVES 2. GATHER CITY-WIDE DATA ON BEHAVIOURS AND OPINIONS RELATED TO WASTE (GREEN, BLUE, BLACK, GARBAGE) Self-reported waste diversion varies by those who have curbside waste removal (curbsider) and those that live in multi-residential buildings (multi-res). For curbsiders: • Blue and Black use is near universal, and more than 8 in 10 try to put everything they can in the bins. • Green is a different story – use rate is about 20% less than blue/black, and intensity of use is about 20% less as well. • Primary barriers to increased use: “icky factors”; smell, gross, mess, vermin. • Barriers to use (for those that don’t use): largely the same as barriers to increased use, but also some claim not to have an actual bin and others compost on their own. For Multi-res: • For those who have access to yellow and grey bins in their buildings, intensity of use (high use) is about 10% lower than curbsiders. • Less than a third have access to green diversion. For those that do, their intensity of use (high use) is about 20% lower than curbsider green-diverters. Self-rated knowledge about waste diversion is high (77%), and increases with age. When respondents were put through a knowledge test, most chose the right bin for the item being disposed of. However, contrary to self-rate knowledge, accuracy generally decreases with age. About 4 in 10 in the city were aware of announced changes to the green bin (re: dog waste and plastic). More than 6 in 10 indicate they would increase green use once they can bag it in plastic. And, 6 in 10 pet owners indicated they would use the green bin more once they can dispose of dog waste. In general, attitudes towards waste diversion are progressive across the city. 5 KEY FINDINGS ALIGNED WITH OBJECTIVES 3. IDENTIFY WASTE DIVERTER TARGET AUDIENCES An audience segmentation modelled four distinct segments. The model is based on waste diversion behaviours outlined in this report (from residents with curbside removal and residents of multi-residential buildings) attitudes about waste diversion and demographics. Each audience can be associated with a behaviour goal and communication point of view. Superstars (29% of population): • Behaviour goal – reinforce and validate their good behaviour and environmental mission. • Communications point of view – Ottawa should be a zero-waste city. • Opportunity – continue to reinforce good relationship with City services. Inconsistent (28% of population): • Behaviour goal – motivate increased waste diversion, in particular, green bin, associate waste diversion with cost savings / value as homeowners and tax payers. • Communications point of view – there should be ready access to recycling city-wide, but banning items and striving for zero waste is not practical. • Opportunity – highest awareness of changes to the green bin (50%), most likely to increase green bin use if plastic is allowed (66%), most likely to cite “icky-factors” as main barriers. Aspirational (19% of population): • Behaviour goal – recognize and internalize their attitude-deeds gap (belief in the recycling mission, yet recycle at lower than average rates). • Communications point of view – highlight the consequences of in-action. • Opportunity – half of this audience are “curbsiders”, and half of them don’t use the green bin (and, 27% hate using it). This is an older audience with many renters - connect the value, and ease, of using the green bin. 61% of this audience say they will increase green bin use if they can put their waste in plastic bags. Disconnected (24% of population): • Behaviour goal – increase diversion, even marginally • Communications point of view – long play; educate and inform. • Opportunity – start with recycling. This is a group that over-indexes on renting in multi-res buildings. They’re young and multi-cultural. Make recycling easy, and connect it the circular benefits of doing it. 6 KEY FINDINGS ALIGNED WITH OBJECTIVES 4. TEST COMMUNICATIONS METHODS, TACTICS AND STRATEGIC MESSAGES FOR EACH TARGET AUDIENCE The following playbook is based on the findings of the research, with target audience opportunities outlined in detail in the following report. The Face of a Campaign: When asked about the most appealing “face” of a campaign aimed at increasing waste diversion in Ottawa, “an Ottawa family” and “young children” scored high. A successful campaign would tie-in a climate change scientist or expert as well, given that they scored high as a face of the campaign and are seen to be highly credible on this subject. The Voice of a Campaign: Of the sources tested, the most credible were environmental scientist/engineer, tied to the local community and environmental leaders. The Shape of a Campaign: Among the tactics tested, based on activities in other cities, a Public Art campaign scored the highest. Followed by innovations like voice-controlled apps / gamification. The Messages that Motivate: • “Recycling and composting are easy things you can do to help the environment”. • Messages that convey circular economy - when you recycle it turns into many other usable things. • “Recycling keeps Ottawa Beautiful”. • ”More recycling or more landfills? The choice is yours”. • Messages that convey pocketbook - when you don’t recycle properly it costs city (thus you) money • Messages that convey shame: Ottawa’s green bin use is low. If you’re not part of the solution you’re part of the problem. The Visual Vocabulary that Connects: • Hopeful and optimistic images that clearly communicate real people (community, family) taking charge and doing something about waste. • Images of what happens when nothing / little is done (landfills, garbage, etc.)- evokes sadness, anger and guilt. Channel: While the study reveals City channel use for “information about programs and services” is low, the audiences that surfaced in the study, related to waste diversion values and behaviour, are reachable on all the typical channels a campaign might employ. On paid, serving-up the messages tested in this research to audiences on social media, with a simple call-to-action designed per audience is a cost-effective way to reach out. Think about an experiential campaign detailed above, where paid, earned, owned and shared channels can be used in a focused way. And, the City has exceptional opportunity to put out behavioural-science driven messages like those tested in this research as out- of-home advertising on its owned infrastructure (waste receptacles on buses, bus shelters, LRT, etc.) that can connect back to all the other channels in 7 a coordinated way. Demographics Demographics 48% 52% 18-24 25-34 35-44 45-54 55-64 65+ 12% 17% 16% 19% 17% 19% Age Age group High School College Bachelor Post Grad.
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