Reduce - Reuse - Recycle

Are we back to front in our sustainability communications? One sees lots of campaigns about recycling and practically nothing about reduction or reusing. We look at how the mantra 'Reduce - Reuse - Recycle' works. We also look at a new sustainability model, the Low Carbon Lifestyle wheel.

Transcript

Reduce - Reuse - Recycle

Are we back to front in our sustainability communications? One sees lots of campaigns about recycling and practically nothing about reduction or reusing. I think it is because we are fixated on evaluating the impact of our comms. It is much easier to measure recycling volumes and far harder to measure whether people are deciding to reduce consumption or how they are reusing products. As communicators, we want to prove that we understand marketers’ numerical targets. But in chasing analytics, are we in danger of not ‘seeing the wood for the trees’ - we miss the overall view of the situation and problem by allowing details to cloud our analysis? We are also living through an era when social and environmental good is labelled ‘woke’ by ridiculous politicians and greedy corporations and their shareholders. The mantra of ‘reduce - reuse - recycle’ is good. It is in a priority order. First, try to reduce consumption. If that isn’t possible, try to reuse, perhaps by buying a pre-loved (such a better term than secondhand) product. And last of all, recycle it at the end of its use. The process of recycling emits a lot of carbon. Much of the recycling collected in the UK goes straight to landfill as it is contaminated with non-recyclable products. 

I’ve been thinking about this topic for some time, and I have also been thinking about electric vehicles. With such a short lifespan, high cost and a very toxic battery, they are not for me. Instead, I have significantly reduced my driving of a combustion-powered vehicle.

I have also been looking for a sustainability model that is easy to understand yet complex enough to meet my needs. I found it! It is called the Low Carbon Lifestyles Wheel. This is from a recent research report by the sustainability comms consultancy Futerra with BEworks.

I like it because it is positive. No “we’re doomed” (cultural awareness quiz, Gen Z. Hint: Private Frazer). It is about behaviour change and examines the barriers that need to be removed for people to take the actions they keep talking about but never do. It also looks at the functional, social and emotional benefits of positive action. Things like better health, value for money, more pleasure, increased happiness, being more desirable and fostering community, among many other benefits. I can agree with those! It is all about personal action, and how companies, government and NGOs can help people along those pathways. 

Oh, did I say? It’s a big wheel. I so hope that Futerra turn the action wheel into an app. It cries out for such treatment. The many suggestions in the wheel cover transportation, housing, diet, and purchases. Those are all things I think about when considering sustainability. Like many others, I say I will do a sustainable action, but I don’t for many reasons. This is technically called the value-action gap. For example, retail managers do not believe people would pay more for a sustainable product. A gap that becomes a barrier. You can find the Lifestyle Wheel on Futerra’s website.

If you are looking for ideas on living sustainably, check out the wheel. And reduce, reuse, and recycle in that order!

[Photo by Maria Shayna on Unsplash]