Skip to main content
Research project

Data-driven creativity: Policies to drive local waste recycling behavior

  • Status:

Project overview

Effective recycling of waste is vital to meet the UK's Environmental Services Association (ESA) 2040 net-zero commitment, as well as the European Commission's Waste Framework Directive 2008/98/EC. Although participating communities feel a sense of "pride" by the act of recycling waste, the same positive relationship is not enjoyed with the actual facilities responsible for final disposal of recyclable waste (i.e., recycling centers). Existing quantitative research does not fully account for such human willingness to recycle.

We use mathematical models to measure perceptions towards different recycling centers and how creative messaging motivates individuals to change recycling behaviour.

Research outputs