Reuse and Refill – all wrapped up!
7th March 2023 15:12
We're proud to be involved with research to reduce our reliance on single-use plastics!
In the last year we were involved in some incredibly valuable research – looking at new ways of grocery shopping that will reduce our reliance on single-use plastic…
Just over 12 months ago, our research team embarked on a multi-stage qualitative project working on behalf of WRAP (in partnership with Asda and Unilever and funded by Innovate UK, the UK’s innovation agency and part of UKRI, under the Smart Sustainable Plastic Packaging Challenge and Industrial Strategy Challenge Fund) to understand the attitudes and behaviours of UK citizens with regard to reuse and refill; from at home preparation, to engaging with the reuse and refill infrastructure in-store, through to unpacking and storing the items at home. The research then went on to help develop and test a series of behaviour change interventions within the reuse and refill zone with the aim of overcoming barriers to trial/use.
The road to reuse and refill
To transform our reliance on single-use plastic packaging we need to look at new ways of shopping; key to this will be the move to reuse and refill for many of the everyday items we purchase.
When it comes to doing the weekly food shop it may seem like we still have a long way to go in terms of ending our relationship with single-use plastics, but leading brands and retailers are hard at work trialling new and innovative ways to offer more sustainable alternatives for their customers.
However, for reuse and refill to become mainstream (a key ambition under the #UKPlasticsPact), insight into citizen barriers and enablers to trial and use new sustainable innovations like reuse and refill will be essential to creating a scalable and commercially viable offer that works for customers.
Our research approach
The project spanned a full year and incorporated a two-phase semi-ethnographic qualitative approach utilising a range of methodologies, including in-store accompanied shops, in-depth online interviews, and mobile ethnography both in-home and in-store.
The benefits of this approach meant that we were able to gather rich insights into the barriers and enablers which impact citizens’ decisions when shopping refill, thus providing our clients with the data to inform the design and choice of interventions which would have the biggest potential to make a difference.
Project Manager, Amy Greenwood, notes that:
“Even with a qualitative approach, the richness and volume of data we have received in this research has been beyond what we could have imagined. Not only were we able to provide the supporting evidence key retailers needed to confirm their understanding of refill behaviours, but we could go further and provide a detailed assessment and evaluation of behaviour change interventions and offer suggestions for ways to increase uptake at refill stations. It has been both exciting and insightful to be part of this research and we love to see how impactful the results have been and how retailers and businesses intend to apply these learnings.”
Head of Qualitative Services, Gill Redfern observed that:
“It’s been a privilege for us at DJS Research to partner with WRAP, Asda and Unilever on such an important piece of work towards the collective goal of making the planet a more sustainable place. The insight from the research conveyed clear strategic focus for retailers looking to optimise their reuse and refill offer, as well as lots of practical guidance for its delivery and communication in-store. As one of the newest converts to reuse and refill, I am personally looking forward to a future where reuse and refill is commonplace across grocery multiples and it becomes our default option when stocking up on groceries.”
Mark Roberts, Special Advisor - Citizen Behaviour Change, WRAP, said: “To achieve a circular economy for plastics, reuse or refill systems must become part of the mainstream shopping experience for citizens, helping displace single-use plastic packaging. This research with its rich learnings is proving incredibly valuable in informing system change and helping us progress towards our ambition for reuse and refill. In such a new and innovative area for the UK retail market, learnings such as this are invaluable to ensure that we make progress in a considered and effective way. Solutions need to work for everyone involved and most importantly must be designed with citizens at the heart.”
Find out more...
To read the full report, watch the videos of key findings and implications and view a recording of a live webinar detailing the key findings and a lively and insightful discussion with Asda and Unilever, visit: https://wrap.org.uk/resources/report/increasing-citizen-participation-reuse-and-refill-systems