Research from OPRL shows that labelling remains the number one source of information for consumers looking to recycle packaging.
According to OPRL’s latest survey, which polled over 5,000 British consumers, 89% look for information on packaging, while 81% said they use the OPRL ‘Recycle’ label when disposing of packaging.
The survey found that consumers are less likely to cite lack of importance or understanding as barriers to recycling, with 83% saying they believe recycling is important.
Although friends and family are a growing source of knowledge, the survey found that labelling remained the primary route for consumers to find out what they can recycle.
Commenting on the survey results, Jude Allan, Interim MD at OPRL, highlighted the importance of consumer buy-in.
Clear messaging and citizen behaviour change will make all the difference to the success of policies…
She said: “Clear messaging and citizen behaviour change will make all the difference to the success of policies such as pEPR; we need to engage members of the public if recyclable packaging is to reach the correct bin.”
OPRL has found a long-term increase in positive sentiment towards recycling, with ‘significantly more’ consumers saying they feel confident in 2025 compared to 2018.
However, the survey found consumers are put off recycling if it is inconvenient or confusing.
Survey respondents said they were more likely to follow instructions to ‘scrunch’ if they knew that this would affect recycling. Other actions, such as ‘empty’, ‘remove film’, were more readily accepted, OPRL says.
Around two-thirds of respondents were open to using QR codes as a smart labelling option; however, enthusiasm decreased with age. 83% of 18–34 year-olds said they would use a QR code, compared to 52% of over 55 year-olds.
The research sampled 5,041 consumers – 87% from England, 8% from Scot, and 5% from Wales.
