October 2018

Executive Summary Report
In light of changes in global trade policies impacting the scrap recycling industry, the Institute of Scrap
Recycling Industries, Inc. (ISRI) sought a better understanding of the general attitudes on recycling
shared by Americans. ISRI commissioned The Harris Poll to conduct a survey that would provide these
insights with the goal to identify ways in which manufacturers, brands, and government could improve
both the supply and demand of recyclable material.
A summary of the findings follow:
If You Build It, They Will Recycle
Recycling is a behavior that needs to be made easy for Americans, otherwise it may not get done.
Two-thirds (66%) of Americans agree that “if a product is not easy/convenient for me to recycle, I
probably would not recycle it”; and this is an attitude representative of Americans’ approach to recycling
overall.
Recycling as a Purchase Consideration
More than 1 in 10 Americans consider whether or not a product can be recycled when making apurchasing decision (12%). The same is true regarding whether or not the product’s packaging can berecycled (13%) (Table 1).
Table 1Q5 Other than the cost of the product, which of the following, if any, do you consider tobe among the most important factors when making a purchasing decision? Please selectall that apply.
The quality of the productProduct reviews
What the product is made of (i.e., materials)
Whether or not the product can be recycled
Whether or not the product was made from any recycled materials
The product's brand
Where the product was manufactured
How the product was manufactured
Whether or not any animals were harmed in the making of the product
Whether the product is recommended by people I know
Whether or not the product's packaging can be recycled
What the product's packaging is made of
Whether or not the product's packaging is made from recycled materials
Whether the product is used by people I know
Something else
Nothing - Cost is the only factor I consider important.
theharrispoll.com

2018
Total
74%
49%
38%
12%
11%
44%
26%
19%
19%
22%
13%
11%
10%
16%
4%
7%

The purchase priorities are similar across demographic groups. Some notable differences include:Younger Americans (aged 18-34) are more likely to consider the products packaging – including
whether or not the packaging can be recycled (17%), what the package is made of (16%) andwhether the package is made from recycled materials (16%) – than are older Americans.
Younger Americans also are more likely than are older Americans to consider whether theproduct is used (23%) or recommended (30%) by people they know.
Americans in the West are more likely than elsewhere to consider whether the packaging (17%)
or product (16%) can be recycled.

Reducing the Burden
The survey shows evidence that two things will likely reduce the recycling burden, thus increasing thechances that something gets recycled: Make it easy to recycle products specifically, and make it easy torecycle in general.
Make it Easy to Recycle Products
If a product is not easy/convenient for me to recycle, I probably would not recycle it.
Two-thirds (66%) of Americans agree with this statement. Younger Americans (under 18-44) are more
likely to agree (69%), but otherwise, this sentiment is shared across all types of Americans (see Table 2).
But this shows how sensitive recycling behavior can be simply to making it easier to do so.
Eighty-one percent would also like to see a ''Recycling Guide'' label on products (similar to the Energy
Guide label on appliances) that would detail the parts and percentage of the product that can berecycled and how. Having this information more prominent may help Americans consider these aspectsof their product when making a purchase – or it could also encourage recycling of the product orpackage when disposing of it.
Table 2Q10 How strongly do you agree or disagree with each of the following statements? %Saying Strongly/Somewhat agree
Recycling collection sites need to be more readily accessible to consumers.
I would like to see manufacturers and/or retailers display a ''Recycling Guide'' label on
products (similar to the Energy Guide label on appliances) that would detail the partsand percentage of the product that can be recycled and how.
If a product is not easy/convenient for me to recycle, I probably would not recycle it.

2018
Total
86%
81%

66%

Make it Easy to Recycle … Period
One of the most agreed on statements tested in this survey is this: Recycling collection sites need to be
more readily accessible to consumers (86%). In addition, 79% of Americans have a curbside recycling
program where they live (see Table 3); 45% have one but believe either that the program is not valuable(10%) or it can at least be improved (36%). Only about a third (34%) of Americans say they have acurbside recycling program that is “effective and efficient.” This is more likely on the West coast (37%)
and the Northeast (40%).
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Table 3
Q15 Which of the following statements most accurately describes your views on
curbside recycling programs in your community?
Have Recycling Program (Net)
Recycling Program Can Be Improved/Not Valuable (Sub-Net)
It is provided by my community, but I do not believe it is a valuable service.
It is a valuable service provided by my community, but I believe it can be improved.
It is a valuable service provided by my community that is effective and efficient.
Not applicable - there is not a curbside recycling program where I live.

2018
Total
79%
45%
10%
36%
34%
21%

Of those who say the program can be improved, many mention something about improving theoperation (see Table 4). More frequent pickups (36%), separate bins for different recyclable materials(35%), and larger recycling containers (35%) are all commonly cited as areas for improvement.
Educating the public on what is and what is not recyclable is a popular improvement (42%) as iseducating the public about the process used for recycling materials (33%).
Even 17% say implementing fines for residents who recycle improperly would help improve curbside
recycling in their community.
Table 4
Q20 Which of the following do you believe would help improve curbside recycling inyour community? Please select all that apply.
[Among those who say recycling program can be improved or is not valuable]
Process (Net)
Have more frequent recycling pickups
Use separate bins for different recyclable materials
Provide larger recycling containers to manage volume
More public investment in recycling infrastructure to better sort and process material
Allow collectors to refuse pickup of non-recyclable materials and leave them at thecurb
Education (Net)
Better public education on what is and is not recyclable
Better public education about the process used for recycling materials
Incentives (Net)
Allow collectors to leave notes to residents who recycle properly
Implementation of fines for residents who improperly recycle
Eliminate recycling in my community
There is nothing that can be done to improve recycling

2018
Total
79%
36%
35%
35%
28%
18%
54%
42%
33%
29%
18%
17%
4%
5%

Some notable demographic differences in terms of what could improve curbside recycling programs.
(Among those who say curbside recycling programs can be improved):
Americans under 54 are more likely than those older to believe more frequent picks (18-34:43%, 35-44: 35%, 45-54: 42%) would help.
theharrispoll.com

Conversely, those over 54 are more likely than younger to believe public education on what isrecyclable would help (54-64: 57%, 65+: 51%).
Higher income Americans ($100k+ per year household income) are more likely than lower
income groups to cite education on what is recyclable (49%) and fines for noncompliance (19%)
as improvements.

The State’s RoleThe government can also set an example for Americans by prioritizing recyclable materials. In fact, fourin five Americans (80%) agree that governments at all levels should prioritizing recyclable
products/material when making purchasing decisions.
Table 4Agree / Disagree(Q25) Federal, state, and local governments should prioritize recyclable
products/material in government purchasing/spending decisions. [Strongly/Somewhatagree]

2018Total
80%

Survey Method
This survey was conducted online within the United States by The Harris Poll on behalf of ISRI from
September 17-19, 2018 among 2,003 U.S. adults. This online survey is not based on a probability sample
and therefore no estimate of theoretical sampling error can be calculated.
Results were weighted for age within gender, region, race/ethnicity, marital status, household size,
income, employment, and education where necessary to align them with their actual proportions in thepopulation. Propensity score weighting was also used to adjust for respondents’ propensity to beonline.

theharrispoll.com