New consumer insights shape Recycle Week

25th September 2017

New insights from WRAP’s annual recycling tracker, published today, found that over half the UK population would like to know more about what their recycling gets turned into. This has shaped the theme of this year’s Recycle Week; ‘Recycling – it’s worth it’.

Kicking off today (25th September), Recycle Week - the annual celebration of recycling from WRAP’s Recycle Now campaign - is aiming to get more people recycling the right things more often, by bringing to life some of the amazing transformations that different materials can take when they are recycled.

Each day of Recycle Week will focus on a different material*, with contemporary new animations showcasing what everyday items can be recycled back into; including those that commonly end up in residual waste such as aerosol cans, cleaner and shampoo bottles, and food waste.

Access to information about what and where to recycle remains crucial to changing consumer behaviour. A new Recycle Week landing page has launched on, showcasing the Recycling Locator, which is free for organisations to embed on their own websites.

Now in its 14th year, Recycle Week attracts supporters from across the recycling supply chain and this year’s sponsors include The Co-op, Currys PC World, John Lewis, the Ocado Foundation and Wilko – each offering great prizes for competitions that will run throughout the week. 

Linda Crichton, Head of Resource Management at WRAP, said: “Recycle Week is a great opportunity to remind people why their recycling efforts are worth it. We know from our research that there is still some confusion over certain items, but there is also the appetite to understand more about recycling, and some people want to be really good recyclers, which is really encouraging. We have to get the right messages out there about exactly what can be recycled and the more support we can get, the better!  Last year the campaign reached over 10 million people and we want to reach even more this year.

“There’s still time to support Recycle Week, whether you’re a local authority or a business.  To help we have lots of free, customisable resources like posters and fliers that can be downloaded from our Resource Library, plus a Partner Resource Pack with readymade posts and tweets for  Facebook, Twitter and Instagram, as well as other ideas for how you can get involved.”

All of the Recycle Week communications materials, and the Partner Resource Pack, can be downloaded for free on the

Recycle Now Resource Library:  


Download Defra Environment Minister, Thérèse Coffey’s, supporting video:

*schedule for the week, with a focus on a different material each day
Key stats from the latest Tracker:

• 54% of the UK population would like to be told more about what their recycling gets turned back into
• 65% of the UK population cite not being sure about what can be put in the recycling bin as a reason for occasionally putting items in the residual waste bin
• Missed capture remains an issue, with items such as foil, aerosols and plastics most likely to evade the recycling bin
• Younger age groups feel less confident about recycling
• While understanding the importance of food waste recycling and what happens to recycled food once collected has increased, awareness still lags behind dry recycling
• 48% of people state they want to be really good  recyclers and take the trouble to do everything right
Survey undertaken with an effective UK weighted sample of 2,586.

Contact: Clare Usher, PR Officer:, 01295 819619

About Recycle Week
Recycle Week is the UK’s annual event to build awareness of, and encourage increased participation in recycling behaviour. It is organised by WRAP under the Recycle Now brand and will take place this year in the last week of September (25th September – 1st October).

About Recycle Now
Recycle Now is a campaign to encourage people in the UK to recycle more things, more often, from all around the home. The campaign aims to encourage behaviour change across the UK to reduce the amount of waste produced and use resources in an efficient way. For more information about Recycle Now visit:

About WRAP:
WRAP is not for profit, working with governments, businesses and citizens to create a world in which we source and use resources sustainably. Our experts generate the evidence-based solutions we need to protect the environment, build stronger economies and support more sustainable societies. Our impact spans the entire lifecycle of the food we eat, the clothes we wear and the products we buy, from production to consumption and beyond. @WRAP_UK


Clare Usher

PR Officer
01295 819678