CCE is aiming to drive up recycling rates with its targeting of the group

CCE is aiming to drive up recycling rates with its targeting of the group

Coca-Cola Enterprises (CCE) is targeting a group of consumers it is referring to as “green casuals” that it believes can help boost recycling rates from packaging.

Speaking at the Soft Drinks International conference today (17 May), Patrick McGuirk, CCE's recycling director, said the group consisted of people who have the right intentions for recycling, but was not matched by their actions.

“A lot of people have the best intentions and think of themselves as committed to recycling, but their actions do not show that,” he said.

“Green casuals are a key target group and are critical to improving target rates.”

He said the group were fashion conscious and self aware and responded to branding and advertising. 

But McGuirk said people have to be shown the benefits of re-cycling are “tangible and clear”. He added: “If you tell them it's all about global warming, they'll be less likely to recycle.”

Earlier, he pointed out that 75% of soft drinks packaging was now exposed of at home in the UK. 

CCE will also be stepping up its campaign to target “green casuals” at this summer's London Olympics, as it is official recycling partner of Locog. The company expects to recovery around 20million PET bottles at the Games.