Tag: label

Updates: Findings from the Second Round of Consumer Testing the How2Recycle Label Refresh

Woman looking at label on dairy products at supermarket.

To meet the changing needs of the recycling system, the How2Recycle team has been hard at work in collaboration with The Sustainable Packaging Coalition’s Packaging Design Collaborative to refresh our label. 

Now, we’re excited to share that we’ve wrapped our second round of consumer testing designs for the refreshed How2Recycle label—but first: Why are we refreshing the label design? And why are we doing it now? To learn more about the case behind our consumer research, check out our findings from our first round of consumer testing. 

In this article, we’ll unpack learnings from our latest round of consumer testing. In this round, we surveyed 1,000 consumers across the U.S. to dive deeper into understanding the equity in the current How2Recycle label, the symbols that resonate with consumers and comply with legislation, and the verbiage that instills understanding and inspires action.

Check out the four biggest takeaways from the latest round of consumer testing the How2Recycle label.

Takeaways from Testing the How2Recycle Label Refresh with 1,000 Consumers

People Wanted to See Recycling Referenced 

In this round of testing, we learned that consumers wanted to see references to recycling, no matter the material’s recyclability category. For example, right now the Check Locally labels issued for materials that are only recyclable in some communities say just that: “Check Locally.” In this round of testing, consumers wanted to see some form of the word “recycle” and preferred verbiage like “Contact local recycler.” 

People Liked Bold, Contained Design

Caption: Consumers preferred designs where all label components were contained within the rounded rectangle.

When we tested several different designs, we found that consumers preferred bold but contained designs, meaning they wanted to see every element of the How2Recycle label as congruent and contained within the rounded rectangle. Respondents both preferred this set up from a design perspective, but 75% of respondents agreed that it also captured their attention faster. A majority of respondents also showed a preference for bold, fully capitalized copy within the tile. 

People Preferred Informative Language for Disposal Directions

In the last round of testing, we saw preference for written instructions. This round of testing substantiated and expanded on that insight, as we saw consumers gravitate toward informative language that clearly—chronologically—told them what to do. For example, consumers preferred “Clean & recycle” over the current “Recycle if Clean & Dry.” We saw this trend—consumers’ preference for outlining their steps, in order—across several of the directions we tested. 

The Brand Equity in the Recycling Symbol Remained Strong

When asked “Which of these means recyclable to you?” respondents favored the existing chasing arrows symbol.

In our first round of testing, we saw that people recognize and prefer the chasing arrows symbol. In this round of testing, we saw that insight further substantiated. Respondents presented with a series of symbols and the word “RECYCLE” in tiles were asked, “Which of these means recyclable to you?” The winner was the existing chasing arrows symbol, with the word “RECYCLE” in second place, and the symbol that most closely mimics the chasing arrows in third. 

What’s Next for the Label Refresh?

Having sampled more than 1,800 consumers, we’ll take our findings from these first two rounds and refine our designs. With EPR compliance and label laws in mind, we’ll also be sure to consult relevant legislative and regulatory bodies, continue using the FTC’s Green Guides, and present our progress to members at the How2Recycle Summit this October 2 – 3 in Chicago. If you haven’t already, How2Recycle members can register here to attend. And if you’re interested in becoming a How2Recycle member, you can sign up here.

How2Recycle Updates Canadian Check Locally Labels, Complying with Québec’s Charter of the French Language

How2Recycle has completed the Check Locally label update for products sold in Canada to comply with the strictest interpretation of Québec’s Charter of the French Language.

The updated dual language design co-locates all French and English text and provides equal language prominence. Going forward, all label requests for products sold in Canada with a Check Locally component will be assigned the redesigned label.

All outdated Check locally labels have been updated. If you believe a label has been missed during the update, please contact us at how2recycle@greenblue.org with the direct URL to the label request. We urge members to update their labels on-pack as soon as possible to comply with the law today and avoid potential penalties.

As a reminder, submission of an updated artwork proof is required before printing the label on-pack.

To view your labels affected by this update, log in to the Member Platform and filter by Geography (Canada) and Component Recyclability (Check Locally).

Screenshot of member portal for Canada check locally

Members can filter for “Geography” and “Check Locally” to find the label.

 

Additional label changes may be deemed necessary due to emerging legislation from Environment and Climate Change Canada (ECCC) and ongoing program work with the SPC Design Collaborative.

Want to learn more about the rules spurring the label change? Check out these resources:

How2Recycle piloting shared label with Recycling Partnership

Paul Nowak & Olga Kachook at SPC Advance 2022

“The idea is that we could have a combined label that’s dynamic,” said Tom Pollock, GreenBlue’s director of strategic partnerships, noting the potential to also translate what they learn from how consumers are using the searchable tool into broader changes. “So if we have more data about what’s happening in recycling, in the recycling infrastructure, we can use that and share that with our partners so that we can make improvements.”

The How2Recycle Label Does So Much Right. Why are Recycling Rates So Low?

“It’s really challenging because as we see that occur, (we’re) operating at a national scale, so figuring out how to adapt to the different states while still communicating to a national market is complex.” – Karen Hagerman, Director, How2Recycle

“One really hot topic with the How2Recycle label, our membership and just recyclability in general is all the movement on policy to regulate recyclability messaging,” she said, referring to California’s S.B. 343 truth in labeling law coming into effect in 2024.