Gen Z’s sustainability dilemma: They are passionate about the planet but do not resonate with recycling

Recent UK research conducted by Every Can Count (ECC), a recycling not-for-profit organisation, has revealed a shocking generational divide in recycling awareness and support for the Deposit Return Scheme (DRS). Despite Gen Z’s (from the age group of 16 to 28) reputation for having a strong voice for environmental well-being, they are found to be less responsive to the DRS system. 

The survey, ahead of the launch of the UK’s own DRS system in 2027, shows only 59 per cent of Gen Z are supportive of Deposit Return Schemes (DRS), compared to 77 per cent of boomers, falling in the age group of 55 to 74. This finding is astonishing, especially at a time when Gen Z are considered to be the flag bearer of climate protection and sustainability. Moreover, they are the ones more willing to pay a premium for sustainable packaging, as the report revealed by McKinsey & Company. 

So, what is the cause of this disparity? According to Every Can Count, this generation is well aware of sustainability and its benefits, but is not convinced of the recycling rate or impact of the existing recycling schemes. Lack of knowledge about the DRS system is also a reason for being less enthusiastic about the activity. During the survey, seven out of ten Brits said they back the DRS scheme but don’t fully understand how it works and what it delivers. People were also of the opinion that they would indulge more in recycling if the process were fun and interactive. 

ECC survey also finds only 44 per cent of Gen Z can correctly connect “circular packaging” with recycling and sustainability. Meanwhile, just 50 per cent associate “recyclable packaging” with circularity, compared with 56 per cent of Boomers.

Also read: Recycling habits reveal sharp generational divides in Britain

Also, surprisingly, only 74 per cent of Gen Z, who champion the idea of greater corporate accountability, think brands should adopt recyclable or recycled raw materials as opposed to 94 per cent of boomers. Only 39 per cent of Gen Z in the UK believes companies should take on this responsibility of using recycled materials, compared to 44 per cent of millennials and 47 per cent of Gen X, with Boomers trailing at 37 per cent. When it comes to consumers, 49 per cent of Gen Z think a similar responsibility belongs to them, which is significantly lower than the 72 per cent of Gen X and 70 per cent of Boomers. Instead, they feel that the government should take the lead.

Chris Latham-Warde, Programme Manager for Every Can Counts, stated, “This data challenges assumptions about Gen Z and the environment. Young people care deeply about the planet, but our results suggest Gen Z are less informed about how deposit return schemes work, and this could have a negative impact on recycling behaviours. Ahead of the UK’s Deposit Return Scheme launching in 2027, it is important to close this awareness gap so that members of the public engage with the scheme from day 1 and contribute to high collection rates.”

Many young people in today’s generation also do not align with the fact that aluminium cans are the world’s most recycled beverage container. Some 20 per cent of people believe that cans are the most recyclable packaging, while in contrast, 41 per cent believe that plastic is the most recyclable material. ECC takes this as an opportunity to close the knowledge gap and further highlight the circular credentials of the humble can. 

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