Disposable coffee cups recently hit the headlines after it was revealed that many people do not realise they are not widely recyclable. As consumers become more environmentally aware, Alex Fitchett, a supplier engagement consultant at Solutions for Retail Brands (S4RB), asks what can be done to improve transparency.
For many people, the environmental impact of what they buy plays an important part in their purchasing decisions. The issue of waste is one of the key issues, and both manufacturers and retailers are keen to promote their green credentials, particularly around sustainable packaging. Plastic bottles and cans have been widely recycled for years – so it is astonishing to think that the same does not also apply to takeaway coffeecups.
Earlier this year, it was reported across the media that less than one per cent of disposable coffee cups are recycled in the UK. Dig a little deeper and you find that even that is extremely generous, with the real figure standing closer to 0.1%.
Understandably, consumers were outraged to discover that even cups bearing the three arrows symbol cannot be processed at most recycling plants due to the plastic coating used. In fact, it is usually only the cardboard sleeve that can be recycled but few people realise they must separate it from the cup after they’ve finished their morning coffee.
Of course, food packaging is part of the wider issue of waste management in retail and hospitality. Shoppers are beginning to question whether packets have been made from re-used materials, what types of plastics have been used and whether it needs to be broken down. In addition, they might consider what recycling facilities they have in their local area. Increasingly, they are relying on their peers or the media for this information rather than the claims made by food manufacturers.
It is important for retailers and manufacturers to remember that if the packaging needs to be dismantled before recycling, the process should be as straightforward as possible. The number of different parts and types of materials should also be considered; after all, householders do not want to be left wondering what can be recycled and what should go to landfill.
For retailers, this can also mean the difference between someone making a purchase and a product being left on the shelf. Most large grocery businesses have been aware of this for some time, however, in truth, knowing about it and acting on it are gulfs apart. Some major brands have made great strides in the right direction, notably Walmart in the US, which tracks its suppliers’ recyclability and recycled packaging levels for a number of years.
There is no doubt that, in the coming years, sustainability will remain high on the agenda for consumers and they will expect greater transparency on what can and cannot be recycled. As well as environmental concerns, consumers are also influenced by convenience, and they rarely want to go out of their way to dispose of rubbish. This is highlighted by the fact that across the UK, nearly 45 per cent of household waste is recycled – however, this drops to just 17.7 per cent in London. As the media has highlighted, 32 different local authorities manage the capital’s waste but it is not always clear what materials can be recycled in different boroughs.
Ultimately, the question of transparency around recycling is one of both social responsibility and profitability. Consumers are more vocal about being misled, as has been shown with the issue of coffee cups, and if manufacturers and retailers do not respond, they are likely to get left behind
