Independent environmental charity Keep Britain Tidy has conducted a 12-month pilot, demonstrating the role that disposal infrastructure, including for packaging waste, and brand-led behavior change can play in reducing litter.\u00a0<\/p>\n
The \u201cLove Where You Live Heckmondwike\u201d campaign is backed by Kirklees Council, local Member of Parliament Kim Leadbeater, and brands including KFC, Mars Wrigley, McDonald\u2019s, and Nestl\u00e9. According to Keep Britain Tidy, the program has achieved reductions in litter and a measurable uplift in how residents feel about their area.<\/p>\n
The program is said to show how sustained behavior change activity can improve the physical environment and people\u2019s perceptions of their local area.<\/p>\n
Littering around \u201cBin it for Good\u201d installations, where bins are converted into charity collection points, fell by 52%, while public satisfaction with local cleanliness rose from 14% to 36%. Perceptions of local businesses\u2019 contribution to keeping the area clean also improved, increasing from 21% to 34%.<\/p>\n
The charity notes that the outcomes were delivered without additional cleansing, extra bins, or increased enforcement.<\/p>\n
Kim Leadbeater, chair of the Tidy Britain All Party Parliamentary Group, says: \u201cBeing part of a project that saw a reduction of 16% in litter on the ground, and improved the sense of community, makes me so proud.\u201d<\/p>\n
Boosting local economies<\/p>\n
Building on the pilot, Keep Britain Tidy has published a full report and place-based litter toolkit.<\/p>\n
Allison Ogden-Newton OBE, chief executive at Keep Britain Tidy, says: \u201cToday, we launch a practical guide for local authorities under real financial pressure, showing how to cut litter, boost resident satisfaction, and build pride in place without increasing costs.\u201d<\/p>\n
Naomi Jones, corporate affairs director at Mars Wrigley UKI, adds: \u201cMars Wrigley has been a proud long-term supporter of Keep Britain Tidy. We hope the free toolkit being launched can support communities to replicate these results right around the country.\u201d\u00a0<\/p>\n
The pilot finds that in the area, 16% of businesses shared that customers would spend more in cleaner places, while 30% said improved cleanliness would help attract new businesses.<\/p>\n
Monica Silic, chief marketing officer at KFC UK&I, comments: \u201cThese results show that when businesses, local partners, and communities work together, it\u2019s possible to reduce litter, strengthen community pride, and create cleaner, more welcoming places for everyone.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Independent environmental charity Keep Britain Tidy has conducted a 12-month pilot, demonstrating the role that disposal infrastructure, including…\n","protected":false},"author":2,"featured_media":98320,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[126],"tags":[27859,48766,28000,199,48767],"class_list":["post-98319","post","type-post","status-publish","format-standard","has-post-thumbnail","category-nestle","tag-kfc","tag-litter-reduction","tag-mcdonalds","tag-nestle","tag-packaging-waste"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@ch\/116873956297762977","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/posts\/98319","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/comments?post=98319"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/posts\/98319\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/media\/98320"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/media?parent=98319"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/categories?post=98319"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/tags?post=98319"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}