30 Years Young – The Enduring Strength of Curbside Recycling in Ontario, Canada

Lyle ClarkeVice President, Innovation & Blue Box

A Brief History

• Started in 1981

• Expanded to larger cities/towns – with help of beverage industry

• UN award for innovation

• More voluntary industry support in late 1990s

• Legislated industry obligation in 2001

2

Cultural Imperative

• Comprehensive• Newspaper• Cardboard & Boxboard• Beverage/detergent • Yogurt tubs/lids• Gables/aseptic• Film/ Clamshell

• Ubiquitous• All towns population 5k+• 90% participation

• Successful• 95%+ for newspaper• 80%+ OCC/OBB• 68%+ overall

3

What We Are

• Creature of legislation

• Governed by industry

• Funded by industry

• Ensure legal obligations of retailers and CPG companies are met

• Mission to make blue box recycling even better

Consumers Still Committed

• 90% looking for more friendly choices

• 70% consciously choose friendly products

• 67% say “friendliness” influences purchases

• 77% deterred from companies deemed harmful

• 67% deterred from companies not trying hard enough

ProductsCompanies

Brand Endures

• 57% of consumers still “feel good” about blue box recycling

• 75% say the blue box is their primary environmental effort

• 89% say blue box is the main driver of recycling

Brand Drives Behaviour

• 82% say being “friendly” depends on blue box

• 83% will buy blue box friendly products over those that are not

• 44% are okay with “wasteful” packaging, as long as it can go in the blue box

Lessons

• Convenience is by far the main driver of recycling behaviour

• Once behaviour takes hold, consumers expect others to join in

• Joining in is good for business, but only if the recycling model is sound

• Test your soundness!

Thank You!

Lyle ClarkeVice President, Innovation & Blue Box