Using community‐based social marketing (CBSM) principles to harness real-time data about residential recycling habits.
On behalf of the City of Bellevue, WA, Cascadia developed and piloted an innovative program to increase recycling participation at apartment and condominium towers in the city’s downtown area. The pilot, which was designed based on community‐based social marketing principles and findings from in-depth audience research in Bellevue, harnessed real-time data about recycling habits to provide feedback to residents through monthly recycling performance reports. Over a six-month period, the program resulted in a 33 percent increase in recycling volume and a 44 percent decrease in recycling contamination at pilot properties. Among residents who received the progress reports as part of the pilot, 79 percent said they were motivated to recycle more as a result.