Littering in the UK is a national disgrace. Who wants to live in filthy streets? Yet, despite countless campaigns, too many people still treat public spaces like a dumping ground. Is it a messaging problem? FWIW I think promoting litter picks is a messaging fail. A lack of consequences? I’m pretty sure no one is being fined for littering. Apathy? Ignorance? Whatever the reason, the impact is undeniable, and vile.

I’ve written multiple times about litter and specifically about money-back bottle deposit schemes. And we definitely need them. A 2020 Keep Britain Tidy study found that single-use drinks containers made up a staggering 55% of litter by volume. That’s more than half of all litter just from drinks!

Finally, the UK is rolling out a deposit return scheme for plastic bottles and cans. The deposit return scheme for drinks containers will be introduced in October 2027 in England, Northern Ireland, and Scotland. It’s been a long time coming. This could be a game-changer—offering a small but effective incentive to encourage recycling and reduce waste. ‘Once the scheme launches in October 2027, consumers will have a financial incentive to return empty containers to a collection point, such as at their local supermarket, so that the bottle or can will be recycled.’ – via UK Government’s Deposit Return Scheme Announcement.

The power of behaviour change

Small changes can lead to big shifts. The psychology behind nudge theory shows that people respond to incentives, ease, and social proof. The deposit return scheme taps into this—offering a simple financial reward for doing the right thing.

More questions to answer

There’s still work to do. The Q&A at the bottom of the DEFRA Blog on the Deposit Return Scheme offers up some really interesting points. As usual, the most vulnerable—those in poverty, those without easy access to return points—might struggle the most. The messaging matters but so does the implementation and ease of use. Let’s hope this is just the beginning of a cleaner, more responsible UK.

If we can nudge behaviour on bottle returns, can we apply the same thinking elsewhere? And what should be next on the list? What about dog fouling and fly-tipping—two more blights on our communities?

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