Zero Waste Scotland

We helped Zero Waste Scotland understand how the Scottish population felt about their Deposit Return Scheme for plastic, glass and metal cans and bottles.

By mapping out their audiences, we transformed how they spoke to each group.

Together with their partners, Zero Waste Scotland designed and implemented the new Deposit Return Scheme (DRS) for plastic, glass and metal cans and bottles. To make sure the green scheme was successful, they needed to get to know what the public thought. They also needed to understand how support varied across Scotland, from demographics to geographical differences and how they could cost-effectively reach the young, the old, those in the cities and those in more remote locations.

Working with our research partner, 56 Degree Insight, we conducted a detailed quantitative survey to collect valuable data on how the Scottish population felt about the scheme.  We started by analysing and reporting the survey results, dividing up those in favour and those that were less supportive. Using this insight, we created a segmentation model and identified five different audience groups, all with hugely different opinions. These segments were then explored in focus groups to make sure that the segments  were reflective of the actual population at large.

We succeeded in making our segmentation work for Zero Waste Scotland’s marketing strategy in the long term. Our approach was developed using Mosaic Scotland, so that every household in Scotland was part of our five segments.

This allowed Zero Waste Scotland to tailor all their media and other marketing according to the needs of everyone in the country.

The resulting five segments showed big differences in support for the scheme. We also identified that access to supermarkets and other grocery retailers was a likely key driver behind support for the scheme.

Campaigns are currently in development to target and engage with each of the segments in a way that is relevant and meaningful to them, ensuring higher levels of engagement and hopefully compliance with the new scheme.