North London Waste Authority (NLWA) urges Millennials to #saveourstuff in their latest social media and digital campaign. Statistics show that recycling rates are dropping especially amongst the younger demographic; recycling rates are dropping for the first time in the UK from 44.8 per cent in 2014 to 43.9 per cent in 2015. According to NLWA and industry figures, millennials are the worst of all age groups when it comes to recycling – those aged 16-34 are the least likely to say that they recycle all they can. Therefore, the campaign, which was launched earlier this month aims to increase awareness and interest in recycling amongst Millennials across seven London boroughs: Barnet, Camden, Enfield, Hackney, Haringey, Islington and Waltham Forest. The video focuses on the Netherland's impressive efforts when when it comes to recycling in the hope that this can also be acheived in the UK.
Clyde Loakes, NLWA chair shares his thoughts on some of the causes of this: "Many millennials are renters in the city, moving from borough to borough and therefore encountering different collection systems each time they move. Information and advice about recycling can also be confusing, as can the information printed on product packaging."
Royston Reeves, strategy director at Therapy, added: “Recycling communications can become its own worst enemy. It can all too easily be seen as contextually irrelevant and as a result become a sort of cultural wallpaper to young people. Save Our Stuff looks to resolve that. We knew we needed to create a campaign that would jettison that baggage and inspire young people to recognise the value of the materials that they are throwing away.”
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