For this reason, our labels and the work we do is underpinned by research. Our latest ‘What Consumers Want’ report draws on six pieces of consumer insight taken from a study with over 5,000 UK consumers in Spring 2025, undertaken for OPRL Ltd by Tangible Branding, a consumer research company.
This survey gathers insights into consumer attitudes to recycling, barriers to action and how labelling helps to overcome these challenges. Click the below button to access the full report.
Our research shows that although confusion among consumers is falling, misconceptions still remain and there are still recycling labels printed on packaging that people find unclear.
Consumers want clear and recognisable information at a glance. In their busy lives most people want a quick prompt as they decide which bin to put packaging in. They don’t want to stop to think about it, they’re looking for a strong visual cue to recycle or not recycle.
Want to read the full report? Access it here.
Overwhelmingly, people want to ‘do their bit’ for the planet, their communities and future generations.
People need help to turn their good intentions into the right actions. But wanting to act responsibly and feeling equipped to make the right decision on every piece of packaging are very different things.