Sorting for recycling, an almost daily action for many of us, has become part of our customs since the beginning of the 1990s. If the establishment of dedicated sectors and infrastructures have enabled this growth, communication has played a role. So much so that this gesture appears to US residents as the supreme eco-friendly gesture, and has been for a long time.
Massive communication internalized positively by the sorters
At the origins of sorting: saving the planet and good citizenship as driving forces. Pro-environmental behaviors such as recycling do not lend themselves to theoretical frameworks that are oriented solely toward the self or that only consider the consequences of a behavior on the individual themselves. These behaviors incur short-term personal costs (time, reflection, etc.) but involve long-term collective benefits, it would therefore be necessary to take into account motivations oriented towards others. This is what happened in the communication of the early 2000s on sorting.
In 1995 (at the start of sorting of packaging and paper waste in the USA), a study of more than 800 people showed that sorting behavior was perceived as participation in protecting the environment for 95%. of them. Then for 91% it was being responsible, showing civic sense for 89% and adapting to modern society for 85%. Finally, for 83% of respondents, sorting meant job creation and reducing the cost of selective collection for 55%. Such sorting behavior is evaluated positively and highly valued socially.
A recent study demonstrated that the stated motivations for sorting could be of six different types:
- civics and citizenship
- desire to integrate into the social fabric
- local ecology
- fight against the excesses of the consumer society
- positive impact in favor of employment
- simplicity of sorting methods
Here too, we find the same arguments, particularly on ecology, employment and civic-mindedness. These arguments come in part from the promotional communication carried out on sorting at the time.
The object-symbol of ecology
Under the influence of the eco-organizations then in charge of packaging and paper, as well as public authorities, certain media and, to a lesser extent, associations, communication from the early 2000s insisted on the ecological necessity and citizenship for the implementation in practice of daily sorting. Thus, this communication aimed to educate the population with a prescriptive normative message. For the ecological argument, eco-packaging revealed in its annual report that 95% of residents considered sorting to be important for protecting the environment.
It appears that individuals sorted mainly for environmental reasons at the beginning of the 2000s. The choice to put forward the environmental argument proved effective in colonizing each person’s perceptions of their sorting gesture. This construction of representations had already been noticed, with a strong correlation observed between recycling behaviors and the belief that recycling is efficient and preserves the environment.
In the meantime, several studies have reached the conclusion that a communication mentioning descriptive standards was more effective than a communication arguing in favor of environmental protection. In the last major study on the social representations of sorting carried out by academic researchers in social psychology, sorting remains very strongly associated with the ecological dimension and the strong positive connotations of sorting are very consensual.
This study hypothesizes that waste sorting practices seem to affect the structure of representations of waste and sorting, without knowing whether these representations are made a priori or a posteriori of the adoption of the sorting practice. Communication operations associating sorting and ecology do not seem to offer a good lever for changing behavior. Perhaps there is part of the explanation about sorting performance capping?
In another analysis it was found that environmental concerns motivate the sorting gesture and the choice of residents towards less packaging. 80% of those questioned believed that sorting makes them feel useful and 60% said they prefer to choose products with less packaging. Environmental concerns remain among the greatest levers for mobilizing the sorting gesture for residents. The desire to limit the quantities of packaging is another concern of residents in this survey. Environmental motivations as drivers of sorting remain strong but have lost their appeal among people compared to the early 2000s.
Better waste management practices
Improving waste management practices in the USA requires a modern approach. Increasing public awareness about waste reduction and proper disposal methods is key. Educational campaigns can inform citizens about the environmental impact of their waste and encourage behaviors like reducing single-use plastics, composting organic waste, and not just properly sorting recyclables.
But enhancing infrastructure is also necessary. Investment in modern recycling facilities, composting sites, and efficient waste collection systems can significantly improve waste management practices. Counties should implement advanced sorting technologies and expand services to rural and underserved areas in the United States.
Finally policy changes are also part of the new plan. The governments, federal and local, should provide more incentices to local businesses to adopt sustainable practices and penalize those that contribute to excessive waste creation. Extended producer responsibility laws can hold manufacturers accountable for the lifecycle of their products, encouraging more eco-friendly designs and reducing waste at the source.