Moving the needle on recycling through behaviour change

Emily Antoniadi
15th Sep 2017

A version of this story originally appeared as a PR Week Article.

Kin&Co and Net Natives have been appointed by Hampshire County Council to deliver a long-term behaviour change project to improve recycling rates across the county. Set to initially take place over a two-year period, it will be based on a comprehensive understanding of what helps or prevents residents from recycling in the first place, or from recycling as effectively as possible. This understanding will underpin innovative approaches to help people improve their recycling habits.


The first stage of the project will draw on Kin&Co’s expertise in behaviour change to gather deep behaviour insights, complemented by Net Natives’ cutting-edge approaches to understand how and where people access information on- and offline. Subsequent innovative approaches will build on these and comprehensive testing of approaches before they are piloted later in 2017.


Betsy Reed, Project Director at Kin&Co, said: “Across England, councils are facing ongoing budget cuts, national recycling targets they must meet and, often, a plateau or even a decline in local recycling rates. This creates an opportunity to establish new approaches where previous ones have ceased to be as effective as they once were. This collaboration between Kin&Co and Net Natives brings together two agencies at the top of their game to drive a long-term shift in recycling behaviour across Hampshire.”


James Brown, who leads on the project for Net Natives, said: “We’re really excited to work on a project that has such a positive impact on the community. Not only will we be working closely with Kin&Co, but we will be collaborating across all our teams here at Net Natives for a positive outcome for the council and its residents. It’s a brilliant project for us to demonstrate how a data and insights led approach can lead to better decision making in successfully engaging residents with the right message at the right time to influence and sustain positive behaviour change for the benefit of the wider community”


Kin&Co is a communications and culture consultancy with considerable experience in behaviour change. In 2016 it launched and managed the We Are Europe campaign that helped create unprecedented young voter turnout in the EU referendum in 2016. Project Director Betsy Reed previously served as Head of Campaigns at Zero Waste Scotland, where she oversaw the development and launch of Recycle for Scotland, and she is an expert in circular economy and behaviour change.
Net Natives is the digital first, data-driven, full-service creative digital marketing agency for the education and local government sectors. Net Natives help our clients understand, connect and engage through creative content, agile advertising, meaningful insights and pioneering technology.