Episode 19 – Åsa Stenmarck of IVL on how to create circular behaviour

What we talk about

[00:00]  Åsa gives us a bit of background to IVL, the Swedish Environmental Research Institute, and the work it does on resources, waste and the circular economy

Return systems for takeaway food containers

[04:23] Next Åsa tells us about a current project, looking at a return system for takeaway boxes. The project explores how to make it work for the businesses and for consumers, and includes food cartons and takeaway cups.

Reducing food waste

[15:41] A second project focuses on reducing food waste, which is helped by the increasing levels of environmental awareness in Sweden.

[20:05] We discuss some of the factors causing food waste, in particular the role of the tight specifications for fresh fruit and vegetables used in some retailers’ contracts with farmers and processors.  Catherine mentions some of the work that Feedback Global is doing in the UK [Podcast Episode 9] https://www.rethinkglobal.info/episode-9-lucy-antal-transforming-our-food-systems/

Behaviour change

[23:30] Catherine asks about the key behaviour changes, from the company buying team’s perspective, and the consumer’s perspective. Åsa says that giving people the ‘catastrophic’ statistics isn’t effective eg ‘3 million tonnes of apples/pears are wasted every year’. People tend to think they don’t waste very much, so they aren’t the ones causing the problem. Instead, telling people that their neighbour doesn’t waste food is more likely to persuade people to change.  Catherine mentions ‘nudge’ theory, and Robert Cialdini (author of many books on the psychology of persuasion and behaviour change).

Confusing terminology

[28:10] We move on to discuss packaging, including the issues and misinformation on biobased and biodegradable packaging.  This leads us into a discussion about ‘weasel words’ like natural.