North London Waste Authority: Save Our Stuff

North London Waste Authority has today announced the launch of “Save Our Stuff,” a digital TV advertising campaign aimed at getting Millennials to recycle more and “not throw away useful stuff”. Created by advertising and content agency Therapy, the activity is built around research that shows existing recycling messages aren’t resonating amongst this demographic. According to industry figures, Millennials are the worst of all age groups when it comes to recycling – those aged 16-34 are the least likely to say that they recycle all they can. And when it comes to the reasons why, these are complex. Many millennials are renters in the city, moving from borough to borough and therefore encountering different collection systems each time they move. Information and advice about recycling can also be confusing, as can the information printed on product packaging.