The 11-week challenge will draw on the platform’s 60,000 members from across the globe as part of CCE’s Recycle for the Future campaign.
75% of British and French people claim to ‘always’ recycle plastic bottles at home. However, recycling rates don’t reflect this, with only around half of all plastic bottles sold are currently collected for recycling in Great Britain and France. CCE’s Recycle for the Future campaign aims to identify the reasons behind the gap between people’s intentions and actions, and seek meaningful solutions to increase at-home recycling rates.
Coca-Cola Enterprises initially commissioned a study with the University of Exeter to better understand how household dynamics influence recycling behaviours.
The pioneering study, Unpacking the Household, led by Dr Stewart Barr, observed 20 families, couples and single-person households in Great Britain and France, in their own homes, for six months.
Its key findings include:
The findings from the study are now being used as a basis for setting an online challenge to help come up with innovative, yet practical solutions to encourage people across Europe to recycle more. This challenge is being executed through OpenIDEO.com’s creative, global innovation community.
Joe Franses, corporate responsibility and sustainability director, Coca-Cola Enterprises, said: “Recycling is something in which we all have a role to play, and as one of the world’s largest independent Coca-Cola bottlers, we recognise we have a responsibility to address today’s social and environmental challenges. While we can leverage our experience and expertise to educate and inspire consumers to recycle more often, we recognise we don’t have all the answers. So, we are collaborating with other thought leaders, and the best creative minds in the OpenIDEO.com global community, to help generate ideas that could deliver real change in at-home recycling habits.”
Source: Coca-Cola Enterprises
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