Diving into Underlying Thoughts About Waste Management 

Situation

The leading voice of the North American waste and recycling industry – a member-based national organization based in Washington D.C. – sought to identify prevailing attitudes and concerns among the American public on the waste management industry, waste and recycling policies and practices, and innovation and ideas.

Engagement

We conducted in-person focus groups across the U.S. to glean what the general public knows and thinks about American waste management, including landfills and recycling. We designed the study to meet the primary objective – to ascertain baseline perceptions on important topics relevant to waste and recycling among the adult population – with additional attention on important policies and concepts related to waste and recycling.

Results

Serving as a critical foundation of public awareness, knowledge, perceptions and attitudes relevant to the organization’s core purpose, the study results gave the client essential learnings to draft messages and narratives to create better communications and stronger strategies to support its mission and goals.