Packaging accounts for 50% of our carbon footprint, while resource scarcity is a critical issue today. Ensuring that we have a high-quality supply for our packaging materials is critical for the future of our business.
While three-quarters of people in Great Britain and France say they always recycle plastic bottles at home, recycling rates don’t reflect this. We wanted to investigate the gap between intentions and reality by observing what we do in real life.
We conducted a pioneering six-month study with the University of Exeter to observe recycling behaviours in 20 households in Great Britain and France.
Using the findings from this study, we joined forces with experts from industry, NGOs and recycling organisations to launch a challenge with OpenIDEO.com, and find new ideas that will help improve recycling rates at-home.
Why recycling matters
Every year, we produce 12 billion bottles and cans. We are already working on using less packaging and making our existing packaging more sustainable. We also support the development of the circular economy, under which we consume fewer resources and items previously considered waste are turned back into new materials and products.
This is why we have heavily invested in recycling partnerships, like our joint venture reprocessing facility with APPE in France – and our ongoing work to make our packaging lighter and fully recyclable. This is helping us increase the proportion of recycled materials in our bottles. We want to continue to increase the proportion of rPET used in our bottles, but to do this we need more PET to be returned.
‘Unpacking the Household’ – Study findings
‘Unpacking the Household’ – Study Recommendations
To learn more about the study, you can download the full report at the bottom of the page.
Working with OpenIDEO.com
At CCE, we firmly believe that we don’t have all the answers and that collaboration is vital for good environmental practice. So we partnered with OpenIDEO.com – an open innovation platform with nearly 60,000 members in around 130 countries – for an exciting 11-week challenge, building on the insights from the Exeter University study. The challenge invited people to contribute creative ideas and insights – no matter how big or small – from across the globe on ‘how to establish better recycling habits at-home’.
Throughout the process, an esteemed panel of expert advisors from companies and organisations such as P&G, WWF, Fost Plus, WRAP and Casino Group provided advice and ultimately picked a shortlist of the best ideas.
We’re working behind the scenes with partners to explore taking some of the winning ideas forward. To stay updated on the challenge, read other people’s ideas and contributions and to add your own, visit the OpenIDEO.com page and follow the challenge on twitter #recyclechallenge.