{"id":1017,"date":"2026-05-19T13:34:15","date_gmt":"2026-05-19T13:34:15","guid":{"rendered":"http:\/\/businesssinglesmeet.com\/?p=1017"},"modified":"2026-05-19T15:48:19","modified_gmt":"2026-05-19T15:48:19","slug":"engaging-the-public-what-behaviour-change-tactics-actually-work","status":"publish","type":"post","link":"http:\/\/businesssinglesmeet.com\/index.php\/2026\/05\/19\/engaging-the-public-what-behaviour-change-tactics-actually-work\/","title":{"rendered":"Engaging the public: What behaviour change tactics actually work?"},"content":{"rendered":"
\u00a0<\/div>\n

\"Behaviour<\/h4>\n

Andrea Lockerbie takes a closer look at how insights from behavioural science can help improve recycling performance and what we can learn from recent innovative initiatives.<\/h4>\n

Running a communications campaign to highlight a new recycling service or to urge people to recycle more is often the approach taken. But will it have any impact on those who just aren\u2019t engaged with it? And will it result in lasting behaviour change?<\/p>\n

As Gavin Ellis, Co-CEO at Hubbub, explains: \u201cBehaviour change requires repetition, reinforcement, and alignment with the physical environment \u2013 not just a burst of communication.\u201d\u00a0<\/p>\n

For Ellis, the best campaigns are \u2018the ones that make the right behaviour feel easy, normal and visible\u2019. Hubbub\u2019s Community Fridge Network is an example of one that removes friction and adds a social layer.<\/p>\n

\u201cSharing surplus food becomes a normal, visible behaviour in the community, not a private \u2018good intention.\u2019 It shifts the norm from \u2018waste happens\u2019 to \u2018sharing is what we do here\u2019,\u201d he explains.<\/p>\n

Reducing friction \u2013 or making something easier to do \u2013 is very important.<\/p>\n

\u201cThe right systems and infrastructure \u2013 like effective bins and reliable waste collections \u2013 need to be in place so people are able<\/em> to do the desired behaviour, before we try to make them more willing <\/em>to do it \u2013 otherwise they can be easily demotivated by any barriers they face,\u201d Ellis says. \u201cMessaging alone can\u2019t fix a broken system.\u201d<\/p>\n

The importance of having the right system in place is nicely illustrated by the award-winning project between operator First Mile and ATG Entertainment, which runs theatres and live entertainment venues which see hundreds of different visitors pass through each night.<\/p>\n

Waste audits had revealed that front-of-house bin infrastructure and signage were ineffective, and there was a lack of clear guidance for staff and visitors.\u00a0<\/p>\n

To address this, bins were co-designed with venue managers, tested, and then introduced across venues. The new design features clear, colour-coded, icon-based labels showing common theatre items, such as plastic cups and paper programmes.<\/p>\n

Five waste streams were introduced in line with Simpler Recycling rules: general waste, cardboard, glass, dry mixed recycling, food and coffee waste. Staff were trained; bin placement was visible; and work with the procurement teams ensured that the impact of any new packaging was assessed.<\/p>\n

Monthly audits and live tracking showed venues their progress, and after just three months, contamination rates fell from 85.81% to 8.01%, and the front-of-house recycling rate increased from 8.53% to 68.35%.<\/p>\n

For Ellis, at Hubbub, the strongest interventions combine clear, consistent infrastructure \u2013 standardised bin systems with simple signage, for example \u2013 convenient access; and reinforcing communications that engage, educate, and build confidence and motivation.<\/p>\n

\u201cIf one of these is missing, impact is limited,\u201d Ellis says. \u201cIf all three are aligned, behaviour change becomes much more likely and long-lasting.\u201d<\/p>\n

Prompts at the right time<\/h2>\n
\"behaviour
The right messaging also needs to be delivered at the right time to ensure maximum impact.<\/figcaption><\/figure>\n

Timely prompts also work. \u201cIntervening at the moment of decision (bin signage, food storage guidance in the kitchen, for example) is often more effective than general awareness campaigns,\u201d says Ellis.<\/p>\n

Hubbub and Lambeth Council\u2019s \u2018Can We Talk Dirty<\/a>\u2019 campaign, launched earlier this year, is focused on reducing food contamination in the dry recycling stream.<\/p>\n

Using the principle of timely prompts, the digital ad campaign is targeted around evening time, when people are most likely to be cooking, eating and disposing of food packaging.<\/p>\n

Many recycling campaigns try to reach everyone with all the information at once, but this approach rarely works. Targeting different groups is usually more effective, as is stripping the messaging back to the few actions that matter the most. This is the approach \u2018Can We Talk Dirty?\u2019 has taken.\u00a0<\/p>\n

Ellis says: \u201cWRAP\u2019s data shows that younger people and renters are much less engaged with recycling. We developed \u2018Can We Talk Dirty?\u2019 with this specific audience in mind and landed on Brixton as the perfect place to reach them.\u201d<\/p>\n

\u201cEarly insights from our focus groups show that this audience really resonated with the campaign, which is exactly what we need \u2013 we\u2019re not trying to change the behaviour of the people who\u2019re already doing it right.\u201d<\/p>\n

\u201cIn practice, this means tailoring both message and channel \u2013 from hyper-local community engagement to digital nudges or trusted messengers like neighbours, community leaders, or even bin crews.\u201d<\/p>\n

The campaign has a cheekier-than-usual approach, using unexpected messaging to grab attention and get this section of the population to think differently about how they recycle.\u00a0<\/p>\n

Its results are due to be shared publicly in June \u2013 but Ellis says the reaction to the campaign has been \u2018fantastic\u2019 from residents, as well as from local authorities and waste professionals across the country.\u00a0<\/p>\n

\u201cRecent focus groups suggest that our playful, bright approach landed exactly where we wanted it to. People found it more engaging and impactful than the \u2018traditional\u2019 recycling communications they\u2019re used to seeing.\u201d<\/p>\n

\u201cBy using humour and relatable language, we\u2019re able to hook people in first, then deliver the simple, practical messages they need to recycle better.\u201d<\/p>\n

The campaign\u2019s success is being measured through three main lenses:<\/p>\n