New Recycling Study Shows Lack Of Bins Is No. 1 Barrier To Recycling In The Home

 New Recycling Study Shows Lack Of Bins Is No. 1 Barrier To Recycling In The

Despite roadblocks, Hispanics and kids emerge as the strongest recycling

PR Newswire

BOSTON, April 17, 2014

BOSTON, April 17, 2014 /PRNewswire/ --Nearly three-quarters (72%) of
consumers consistently recycle in the home, but despite a genuine concern for
the environment, only about half do so in rooms beyond the kitchen. According
to the 2014 Cone Communications Recycling in the Home Survey, in partnership
with the Johnson & Johnson Family of Consumer Companies as part of its Care To
Recycle program, there are several key barriers to expanding recycling in the
home, including the lack of room-specific recycling bins and clear product

Johnson & Johnson Family of Consumer Companies Care To Recycle Program

Absence of Bins is the Biggest Barrier to Recycling

Although Americans indicate a strong willingness to recycle, good intentions
aren't enough. Consumers state that not having a recycling bin in each room is
the number one roadblock to recycling more. In fact, nearly one-in-five (17%)
would recycle more often if they had better or more convenient recycling bins
throughout the house. But, the majority (56%) of recyclers keeps bins in the
kitchen, as opposed to other rooms throughout the house, such as the
garage/basement (43%), laundry room (21%) or bathroom (14%).

Bins aren't the only roadblock to recycling. Consumers also fault not knowing
what products or packaging are recyclable and the amount of space recycling
requires as additional factors in favor of tossing recyclables in the trash.

Of the consumers who do recycle, the majority does so because of a genuine
concern for the environment (42%). Just 10 percent of Americans recycle solely
because it is mandatory in their communities. Other motivations to recycle

  oGuilt about the amount of trash or waste they create (17%)
  oDesire to be a good role model (14%)
  oThe chance to earn money, rewards or incentives (14%)

"Knowledge and convenience go hand in hand when it comes to maximizing the
chances a recyclable will make its way through the home and into the recycling
bin," says Paulette Frank, vice president –  Sustainability, Johnson & Johnson
Family of Consumer Companies. "Labels build awareness of what is recyclable,
and household bins, ideally within arm's reach, help many of us take the next
step of separating recyclables from the trash destined for a landfill."

When In Doubt, Most Consumers Take Shortcuts

Even for the most fervent recycler, labels can improve a product's chances of
being recycled, especially as only one-fifth of recyclers will go the extra
mile to research whether a product can be recycled when it is not clearly
labeled. Most recyclers take shortcuts by:

  oOnly recycling items they already know are recyclable (28%)
  oRecycling as many items as they can even if they don't know they're
    recyclable (26%)
  oOnly recycling items that are clearly labeled (21%)
  oOnly recycling when convenient (6%)

"There's no question on-pack real estate is at a premium, but clearly, this is
where consumers are looking for information," says Liz Gorman, senior vice
president – Sustainable Business Practices, Cone Communications. "Companies
who want to make an impact need to prioritize sustainability messages on their
products and make information available through other channels."

Hispanics and Children are Strongest Recycling Champions

Hispanic consumers are more steadfast than the general public in their
commitment to recycling. More than half (53%) reports always recycling in the
home, compared to 46 percent of the average population. Hispanic recyclers
also want to ensure products find their way to the proper receptacles – be it
a trash can or recycling bin. When recycling, Hispanics are:

  oMore likely to do additional research to find out if an item is recyclable
    when it is not clearly labeled (26% vs. 20% U.S. average)
  oLess likely to toss as many items as they can into the recycling bin even
    if they don't know they're recyclable (20% vs. 26% U.S. average)

Children also have a vital role to play in helping the household recycle.
Parents report their children:

  oAre very motivated to recycle in the home (62%)
  oAre always looking for ways to protect the planet (60%)
  oEducate the rest of the family about the benefits of recycling (50%)

And, schools are a major stakeholder in the recycling effort; according to
two-thirds (66%) of parents, that is where children learn about the positive
impact of recycling.

"The research confirms what many of us know based on experience – that
children can often teach us a thing or two about being good stewards of our
planet," says Frank. "As a company committed to increasing recycling rates,
harnessing the passion of our youngest recyclers presents an exciting – and
fun – opportunity!"

Companies and Communities Share Responsibility to Encourage Recycling

The chance to earn money or rewards is the number one way consumers say they
could be further encouraged to recycle more often at home (41%), but they also
look to companies or their own communities to provide additional encouragement
through education and resources.

Consumers say they would be encouraged to increase their recycling if
companies educated them by:

  oMore clearly indicating which products can be recycled (28%)
  oExplaining how recycled materials are used (14%)
  oHelping consumers understand how recycling impacts the environment (12%)

They would also be more apt to recycle if communities provided more resources
to do so, including:

  oOffering recycling programs or centers (20%)
  oMaking it more cost or time efficient to recycle (20%)
  oHelping consumers understand what types of products can be recycled
    locally (19%)
  oOffering single stream recycling so they do not have to separate
    recyclables (15%)

"When it comes to improving consumer recycling rates, companies can't go it
alone," says Gorman. "Consumers are calling for a collaborative approach,
asking communities to provide solutions that make recycling less confusing and
more convenient so consumers can do their part."

About the Research
The 2014 Cone Communications Recycling in the Home Survey, in partnership with
the Johnson & Johnson Family of Consumer Companies as part of its Care To
Recycle program, presents the findings of an online survey conducted by Toluna
on March 6-10, 2014 among a sample of 1,265 American adults, comprising 561
men and 704 women 18 years of age and older. The margin of error for a sample
of this size is ± 3% at a 95% level of confidence.

About Cone Communications
Cone Communications ( is a public relations and marketing
agency known for igniting brands with high-impact strategies and programs
based in deep insights, unique subject matter expertise and innovation.
Focusing on key areas such as consumer product media relations, social media,
cause branding and marketing, corporate social responsibility, nonprofit
marketing, corporate communications and crisis prevention/management – the
agency is positioned to help clients achieve both business and societal
outcomes. Cone Communications is a part of Diversified Agency Services, a
division of Omnicom Group Inc.

About Diversified Agency Services
Diversified Agency Services (DAS), a division of Omnicom Group Inc. (NYSE:
OMC) (, manages Omnicom's holdings in a variety of
marketing communications disciplines. DAS includes over 200 companies, which
operate through a combination of networks and regional organizations, serving
international and local clients through more than 700 offices in 71 countries.

About Care To Recycle
While most of us recycle, many of us forget to recycle in the bathroom. That's
why the Johnson & Johnson Family of Consumer Companies created the Care To
Recycle® program ( to raise awareness of the need to
recycle products in all rooms of the house and to offer tools and resources to

About the Johnson & Johnson Family of Consumer Companies
Caring for the world, one person at a time…inspires and unites the people of
the Johnson & Johnson Family of Consumer Companies. We embrace research and
science – bringing innovative ideas, products and services to advance the
health and well-being of people. The Johnson & Johnson Family of Consumer
Companies is part of the more than 250 operating companies of Johnson &
Johnson (NYSE: JNJ), working with partners in health care to touch the lives
of over a billion people every day, throughout the world.

Cone Communications

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SOURCE Cone Communications

Contact: Jenn Goonan, Cone Communications,, 617.947.0971
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