Understanding Consumer Behaviour and Attitudes Towards Recycling
Want to Improve Recycling Rates? Labelling Might Be the Missing Link
Every day, your customers are standing in front of their bins, packaging in hand, wondering “Can this be recycled?” And for most of them, the answer depends on what your packaging says.
Our latest 2025 Consumer Survey Report digs deep into consumer behaviour and attitudes towards recycling, and the findings are clear: packaging plays a starring role in helping people recycle right.
In fact, over 5,000 consumers from England, Scotland and Wales told us:
✅ 81% use recycling labels on packaging to decide if it can be recycled
✅ 91% recognise OPRL labels
✅ 96% know what OPRL labels mean—and what action to take
That’s a huge vote of confidence in clear, on-pack communication. But there’s a catch: only 52% of people say they feel very confident about what they can and can’t recycle. That leaves nearly half of your customers unsure—and often guessing.
And when they guess?
39% admit they just go with their gut, which could contaminate recycling streams – check out our blog on ‘Wishcycling’ to find out why this is a bad thing.
26% play it safe and throw it away.
That’s not just lost recycling potential. That’s lost trust, lost value, and missed opportunities to meet your sustainability goals.
Why it matters for your brand
Understanding consumer behaviour and attitudes towards recycling isn’t just about stats—it’s about strategy.
People want to do the right thing. They just need help doing it. By becoming an OPRL member, you can give them that help—right where they need it most.
Our easy-to-understand labels take the guesswork out of recycling and help:
✔️ Reduce contamination
✔️ Increase recycling rates
✔️ Build brand credibility
✔️ Support pEPR readiness
✔️ Show consumers you’re part of the solution
Better still? 41% of shoppers prefer brands with clear recycling labels. So not only are you helping the planet—you’re helping your business.
Ready to learn more?
The full 2025 report is packed with insight into consumer behaviour and attitudes towards recycling, including how different age groups make decisions, what influences their confidence, and why your label matters more than ever.
Download the report today to see how OPRL’s evidence-based labels are helping businesses like yours lead the way in sustainable packaging.
Download the 2025 Consumer Report or if you’re already a member, then simply log in to the Member Hub to see all the insights.
Join OPRL and Get Labelling Right
Because when your packaging speaks clearly, your customers will thank you—and so will the planet.
More Than Just a Label
Not only do you get access to our widely recognised recycling labels and the intuitive Labelling Tool to generate and download the labels you need to place on your packaging—you also unlock a whole range of member-exclusive benefits:
Keeping you connected
With 15+ years of experience, expertise and independence as a trusted voice in the packaging industry, we represent our members and ensure their voice is heard. Expect exclusive member-only webinars and newsletters packed with expert insights and industry updates.
Exclusive access to our Recyclability Assessment Tool (RAT)
Aligned with Defra’s RAM, the Recyclability Assessment Tool gives you clear recyclability ratings and practical tips to improve your packaging. It’s the ideal companion for producing accurate and credible pEPR assessments.
Support when you need it
Our expert Member Support team—backed by insights from our Technical Advisory Committee—is here to help you navigate complex recycling requirements and legislation. With 1-to-1 support on hand, you’ll never be left in the dark.
And more…
From a dedicated Member Hub packed with helpful tools and resources to practical guidance on navigating recycling complexities—we’re here to make your sustainability journey easier.
Interested in finding out more? Contact our team and we’ll show you how OPRL membership can support your goals.
Ready to join? Register for membership here.