Big business in recycling
However, for recycling to fulfil its desired impact on a larger scale, the responsibility can no longer lie solely with concerned citizens.
The growing culture of recycling continues to have a positive effect on poverty alleviation, enterprise development as well as economic growth.
Further, there is the added environmental benefit of reusing a valuable resource and reducing tons of waste from going into landfill sites.
Although work still needs to be done in shifting consumer mindsets, the average person contributes considerably towards the push to going green through adhering to recycling practices in their immediate environment. Statistics released by the South African Waste Information Centre indicate a large increase from previous years in the amount of waste recovered and recycled. 3 993 298 tonnes of waste was collected or recycled in 2013. This is compared to 915 456 tonnes in 2012 and 187 771 tonnes in 2011.
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However, for recycling to fulfil its desired impact on a larger scale, the responsibility can no longer lie solely with concerned citizens. This is because it cannot be assumed that consumers have all the information they need and can rely only on packaging at the point of sale to inform them.
Due to this disconnect between intent and action when it comes to the consumer’s role in the product lifecycle in achieving the intended environmental benefit, in recent years, big business has realised that their way towards more sustainable and eco-friendly practices heavily lays within educating consumers on the difference between green credentials. For example, these products could be compostable or biodegradable.
This creates confusion among consumers about the messaging on environmental products. Companies, therefore, have to educate consumers properly on how to use and dispose of green products. Most consumers either do not know how, while others do not have adequate resources to do so, such as Ronnie Bags.
A recent study conducted in the US found that two-thirds of its respondents said they understood the environmental terms used in their advertising. The majority falsely believe the common expressions “green” and “environmentally friendly” mean the product has a positive (40%) or neutral (22%) impact on the environment.
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A “green” product means it is “greener” than a previous version or compared with other products in its category. The correct response that a green product has a lighter footprint was identified by 22% of respondents, while 2% said it is a product with less of an impact than a previous version.
It is clear that companies need to do more to assist consumers to understand these environmental terms. Although consumers are overwhelmed by environmental messages; authenticity remains key over perfection. A company which is not environmentally perfect but honest about their environmental claims remains favoured by consumers than those who lie.
As it cannot be assumed that consumers have all the information they need and will rely on packaging at the point of sale to inform them, there is an opportunity to educate consumers a bit more. This should be done in a way that is overwhelming, but simplified so they understand the why or the how.
Mpact Recycling remains a forerunner in working towards a solutions based campaign to this challenge. As South Africa’s largest paper recycler, recycling an average 460 000 tonnes of paper each year, all our paper is used in the manufacture of recycle-based paper and packaging.
The holistic approach offered by a recycling nation as well as corporate citizens who not only produce as well buy recycled goods, but also educate their employees as well as consumers to the long-term benefits of this, is therefore key to a cleaner and environmentally savvy nation.
