Situation

As the leading voice of the North American waste and recycling industry, a Washington, D.C.–based national association sought to better understand the public’s prevailing attitudes and concerns around waste management. To strengthen their communications and ensure alignment with public sentiment, they partnered with Illuminate Research to design and execute an exploratory research plan focused on assessing public awareness, knowledge, and perceptions of waste management.

Engagement 

We conducted six in-person focus groups across three U.S. cities to explore what the public knows and believes about waste management, including landfills, chemical disposal, and recycling. These discussions revealed baseline perceptions on key issues and shed light on how those views shape expectations for industry policies and practices.

Results 

Findings from this study provided a critical foundation for the association’s messaging and strategic direction. Using these insights, the client developed and refined communications that resonate more strongly with the public and advance their mission. Additional message testing research ensured the new narratives were clear, effective, and impactful.