The 'get-rich' deposit trick that boosts recycling by 47%

Yahoo

14-07-2025

A lottery recycling system where people could win cash prizes when they return their plastic bottles has been cautiously welcomed by a leading expert.
A study in the scientific journal Waste Management found that people who are offered a chance to win a large prize for recycling plastic bottles, cans and glass bottles recycle more than those who use a traditional bottle deposit.
The study offered users a small chance to win a larger prize, rather than a 10p 'refund' on recycling a bottle, as seen in deposit schemes around the world.
Norway has the world's only bottle-recycling lottery system, first implemented in 1997, and has seen recycling rates of up to 97% in the wake of the scheme.
According to the government, British consumers buy an estimated 31 billion single-use drinks containers each year – 12 billion plastic drinks bottles, 14 billion drinks cans, and five billion glass bottles.
The Canada-based study found that when people were offered a one-in-10,000 chance of winning CA$1,000 (£540), they were 47% more likely to recycle than if offered a traditional deposit return reward.
The study's lead author, Dr. Jiaying Zhao, associate professor in the department of psychology at the University of British Columbia, said: "This small change in how we reward recycling made a big difference. People were more excited, more engaged, and they brought in more bottles.
"It turns out that the thrill of possibly winning a big prize is more motivating than a small guaranteed reward.
"It's the same reason people buy lottery tickets; That tiny chance of a big win is exciting."
The researchers also found that if people did not win, they still felt "anticipatory happiness" and enjoyed the experience, and were therefore more likely to opt for a lottery experience over getting cash.
Dr Zhao said: "Norway is the only country in the world that has a similar recycling lottery, and their bottle return rate is close to 100%. The probabilistic refund could be their secret sauce.'
Recycling expert Rachel Watkyn OBE, the founder of Tiny Box Company, said that a lottery-style approach could work by offering a consumer-style incentive.
She told Yahoo News: "A lot of green or recycling systems are immeasurable to the average consumer. How do you measure your plastic bottle usage in metric tons or by CO2 emissions?
"When you're working with no goal in sight, why work towards it at all? We know that even if consumers live by positive eco-values, this usually fails to translate into green purchasing behaviour and other pro-environmental behaviours. We also know that the average consumer thinks like a consumer, which means they will respond to incentives.
"Does a gambling setup last in the long term? Probably not, because as much as you experience the high of possibly winning, you start to feel the low of continuously not winning anything. But, if at current, our households aren't recycling on the level we need, a creative solution is the next step.
"A lotto-style setup in the short term could work, but we run the risk of overconsumption for extra entries.
She added: "Ultimately, the turning point happens when the household habit has changed. If this is where we start, and it's worked in other countries, why not test it in the UK? Better yet, why not ask the people? The people who will be the most important part of seeing the change.
"Why not incentivise creative ideas for new recycling habits? One of the best things about people is our creativity and our voices. We should be calling on that more."
A new Deposit Return Scheme for drinks containers will see consumers paid to return bottles, with pickup points at supermarkets.
British people will be paid to recycle plastic and metal bottles and cans under the new bottle-return scheme, which is set to come into force in 2027.
Members of the public pay a deposit on drinks bottles, which is then refunded when bottles are turned in for recycling.
The government is also consulting on further bans on single-use plastics, including plates, cutlery and polystyrene cups.
The government's Simpler Recycling scheme (in force for businesses from 2025 and households from 2026) aims to ensure there is no 'postcode lottery' around plastic recycling.
Having one rule nationwide means it's easier to collect, process and recycle many different plastics.