Despite the widespread adoption of eco-minded attitudes and behaviours, recycling is losing its virtuous appeal in Britain. As people struggle to comprehend how they can make an impact against the tide of plastic waste, how can brands turn recycling and reducing waste into simple everyday habits?

A survey has found a generational gap in the UK when it comes to recycling – with Gen Zers needing more guidance than older generations. The findings demonstrate the opportunity for brands to make sustainable practices clear in order to cut through the noise and avoid accusations of greenwashing.

Rising prices means that many eco-conscious Britons have had to shed their values when shopping, leading them to opt for less sustainable but more affordable products. Canvas8 spoke to eight people across the UK to understand which switches they’re making and how this has impacted them.

Data suggest that Irish people believe recycling correctly is the first step to driving environmental change. However, with recent research also demonstrating that people are confused about how best to actually recycle, there are opportunities for brands to make this process easier to understand.