The Recycling Partnership’s Center for Sustainable Behavior & Impact
Driving innovative, human-centered solutions that improve recycling.
A hub for people-focused solutions designed to drive measurable improvement in residential recycling behaviors and boost confidence in U.S. recycling. Fueled by robust data and consumer research, in concert with on-the-ground community pilots, The Center aims to improve recycling for all, empower recycling leaders to bolster programs, and advance circularity.
Why do we need a Center for Sustainable Behavior & Impact?
Here’s the thing: U.S. residents overwhelmingly support recycling. 80% say it has a positive impact. Even so, about half of household recyclables –15 million tons of recyclable paper, glass bottles, plastic containers, and more – end up in landfills each year. Why is that? People are confused about what and how to recycle and lack confidence when it comes to recycling.
The good news is, together, we can fix this.
The Center’s founding objective is to drive measurable improvement in recycling behavior – improvement that will be measured through greater amounts of recyclable material, increased household participation in recycling, and greater confidence in recycling. Data from our inaugural Recycling Confidence Index emphasizes the critical role of strong communication, information, and support in boosting recycling confidence.
Recycling Confidence Index
Even though there is overwhelming support for recycling, one obstacle to actually putting items in recycling bins is confidence. Understanding this challenge can help improve recycling habits.
The Center’s inaugural Recycling Confidence Index uses behavioral science to gauge consumer confidence in recycling, and the drivers of these beliefs.
Louise Bruce, Managing Director for The Center for Sustainable Behavior & Impact shares how The Center is solving for people and planet.
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