Sussex Incentives Project

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Sussex Incentives Project
Dr Ryan Woodard Dr Marie Harder
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Councils working in partnership
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Four project themes Nov 05-Feb 06

• Community
• Community competitions
• Island school communities
• Vouchers
• Shop voucher
• Leisure voucher

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Results from a series of voucher incentive schemes

• Shop vouchers
• Leisure vouchers
• Methods
• Implementation
• Results
• Key findings

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Voucher projects

• Reward households that took part in recycling
  with vouchers that could be redeemed at local
  shops/leisure facilities

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Voucher projects
Shops A Worthing B Arun C Eastbourne D
Wealden Leisure E Mid Sussex F Hastings
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Shop vouchers

• Projects in four districts
• Variables to assess the impact on participation
  and recycling levels
• The level of reward
• Varying reward depending on levels of recycling
• Rewarding all households with the same value
  reward based on the recycling activity of an
  entire area
• The demographics of the population
• Where the voucher could be redeemed

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Method

• Shop recruitment
• 7am box out reminder leaflet
• Baseline monitoring of areas
• Information to households
• Voucher drops
• Ongoing liaison with shops and reimbursement
• Feedback from stakeholders
• Data analysis

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Shop recruitment

• The scheme was sold to the
• retailers based on the
• following points
• Environmental benefits
• Other shops in the area participating
• Promotional opportunity

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Aim in each district

• Six shops in each area
• Encompass shops in the same precinct in close
  proximity to the pilot households
• Shops appeal to all demographic groups
• Second hand/charity shops

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Further guidance

• Focus on small independent stores
• 80p1 reimbursement ratio as a basis for
  negotiation
• Use judgement
• Flexibility to have product exemptions no
  redemption against alcohol and cigarettes
  permitted
• Flexibility to withdraw from the scheme at any
  time
• Provided with posters along with administration
  support

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Recruitment

• In total 36 retailers were visited
• 23 signed up to the scheme, a success rate of 64
• Only one dropped out throughout the pilot

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Shops recruited
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Method

• Shop recruitment
• 7am box out reminder leaflet
• Baseline monitoring of areas
• Information to households
• Voucher drops
• Ongoing liaison with shops and reimbursement
• Feedback from stakeholders
• Data analysis

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Projects

• Shops
• A Worthing
• B Arun
• C Eastbourne
• D Wealden

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Key findings from all shop schemes

• 0-21 increase in set out
• 2-15 increases in participation
• Higher value more effective
• Proximity and type of shops important
• Rewards based on rounds not so successful
• Residents wanted more choice
• Lifecycle of recycling scheme?
• Retailers positive
• No one size fits all solution.

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Projects

• A Worthing
• B Arun
• C Eastbourne
• D Wealden

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Worthing

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Green House
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Green House
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Worthing set out
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Worthing participation
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Worthing redemption (Castle 38/Selden 47)
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Worthing summary

• Increases of 12-14 set out
• Both areas saw 3 increase in participation
• 43 voucher redemption
• In Castle 93 of vouchers redeemed at shops for
  a lower value
• Residents wanted more choice

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Projects

• A Worthing
• B Arun
• C Eastbourne
• D Wealden

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Arun
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Arun set out
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Arun participation
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Arun redemption (77 fixed/64 variable)
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Arun summary

• 13-20 increase in set out
• 12-15 increase in participation
• 72 redemption
• 1.25 right order of magnitude
• Shops located nearby and popular with residents
• Overall successful

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Projects

• A Worthing
• B Arun
• C Eastbourne
• D Wealden

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Eastbourne

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Eastbourne set out
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Eastbourne participation
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Eastbourne redemption (1 - 24, 50p 9)
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Why not so successful?

• Project delayed Christmas start
• No shop names on vouchers
• Problem recruiting shops scattered location
• Type of shop on offer

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Eastbourne shop location
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Arun shop location
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Eastbourne summary

• 0-3 increase in set out
• 2-6 increase in participation
• 16 redemption (highest on 1 round)
• Not as successful as other schemes due to voucher
  value, no shop names on vouchers, problem
  recruiting shops scattered location

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Projects

• A Worthing
• B Arun
• C Eastbourne
• D Wealden

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Wealden
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Vouchers
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Diplocks households
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Diplocks flats 8 increase in volume
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Town Farm weights
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Redemption (33)
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Wealden summary

• Mixed results Diplocks rewarding flats more
  effective than individual households
• Town Farm no significant difference
• Not popular with some residents as non recyclers
  being rewarded
• 25p not worth the paper they are written on
• Reminder to recycle each week

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Key findings from all shop schemes

• 0-21 increase in set out
• 2-15 increases in participation
• Higher value more effective
• Proximity and type of shops important
• Rewards based on rounds not so successful
• Residents wanted more choice
• Lifecycle of recycling scheme
• Retailers positive
• No one size fits all solution.

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Leisure vouchers

• Same concept as shop vouchers though residents
  given discounts on leisure activities
• Promoting healthy lifestyles

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Projects

• Shops
• A Worthing
• B Arun
• C Eastbourne
• D Wealden
• Leisure
• E Mid Sussex
• F Hastings

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Mid Sussex
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Mid Sussex set out
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Participation
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Why Wednesday round better?
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(No Transcript)
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Mid Sussex Summary

• 3-11 increase in set out
• 1-10 increase in participation
• Only 11 redeemed
• Proximity important
• Feedback more choice, better response during
  summer, 3 vouchers too many, popular with
  families

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Hastings
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Hastings set out
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Hastings participation
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(No Transcript)
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Why no change in Conquest?
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Hastings Summary

• 3-22 increase in set out
• 1-21 increase in participation
• Only 5 redeemed
• No other factor identified that could influence
  results
• Scheme increase awareness of recycling?

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Key findings from leisure schemes

• 3-22 increase in set out
• 1-21 increase in participation
• Big variations in performance
• Levels of redemption low
• Popular with specific demographics

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Summary from all voucher schemes

• Can make a differencebut big variation in
  performance
• In general schemes found to encourage existing
  recyclers rather than stimulating new recyclers
• Numerous variables that influence performance
• Value of voucher (1)
• Proximity and type of shop/leisure centre
• Levels of promotion
• Individual rewards better
• More choice requested from residents
• No one size fits all solution.

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Philadelphia
Please click on image in presentation mode to
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Philadelphia 100 businesses

• Average household recycles 2 kg week
• 16 kg per week in pilot Recycle bank areas

http//www.recyclebank.com/
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Project themes

• Vouchers
• Shop voucher
• Leisure voucher
• Community competitions
• Island school communities
• Overview