Compostable packaging producers should use clear front-of-pack messaging to highlight that packaging is compostable to help people dispose of it correctly.
Environmental charity Hubbub said using a consistent, bright colour theme across compostable packaging labelling and bin signage could also help reduce contamination and increase disposal rates.
Hubbub partnered with researchers at the University of Sheffield to investigate how well people can identify and dispose of compostable packaging as part of the Compostable Coalition UK, a two-year, multi-stakeholder initiative funded by UK Research and Innovation.
They designed three interventions – a closed-loop trial with three offices in central London, a local authority trial with 120 households in Medway, Kent, and a take-back trial with Riverford Organic Farmers. Researchers then used behavioural science to identify the key barriers that affected how likely people were to correctly identify and dispose of compostable packaging in each environment, with Hubbub subsequently using these insights to design and implement a range of interventions and communications to improve the target behaviours.
The closed-loop trial saw an increase from 32% to 77% in the proportion of compostable packaging disposed of in on-site compostables bins. The local authority trial saw a 76% increase in the weight of compostable packaging disposed of per household in their food and garden waste bins, while the take-back trial saw an increase from 29% to 66% in the number of customers self-reporting that they’d returned their compostable packaging to Riverford.
Hubbub has used the results to produce a set of recommendations both for communicating about compostable packaging and for using it.
It says compostable packaging producers should include a clear, stand-out message that the packaging is compostable on the front-of-the pack so people can easily identify it, adding that a standardised consumer-facing label is needed on all certified compostable packaging to clearly instruct people on how to dispose of it, aligning with OPRL recycling labels in the UK.
It also recommends that a consistent colour theme be used across compostable packaging labelling and communications to help it be easily distinguishable from other materials and make identifying and disposing of it more automatic.
Clearer communication from compostable packaging producers on what their packaging is made from and its environmental impact compared to other packaging options is also said to be desirable.
Recommendations for using compostable packaging include only using it where there’s clear evidence that it’s the right choice for a product’s use based on a robust lifecycle analysis, with priority given to removing packaging altogether or using reusable packaging where possible.
Compostable packaging should only be used in environments where the right waste collections are available at the point of disposal, according to Hubbub, such as at home, on high streets, within business premises or closed-loop locations.
