How much more successfully does something get done if you have someone in charge that is keen and knowledgeable as opposed to there being no person in charge or someone in charge that has effective recycling at the bottom of their list of priorities?
The answer to that rhetorical question is of course, a whole lot better!
We have worked with hundreds of businesses, government, community groups and others and it is crystal clear that the best waste diversion results come from places where there is someone that is interested and resourced to make the necessary changes or lead the work required. But what does that mean for those of us that are trying to motivate and guide others to waste diversion success? Here are 4 lessons we’ve learnt help make for a successful waste diversion program:
Address the people in your target market that are ready to listen first – this applies to projects as varied as selling a new organics service, conducting a business recycling program, educating the industry on new regulation or delivering a community information program to residents of a Council area. By approaching or targeting your most engaged listeners first you will gain some immediate traction with your product or service, and it will be by those that are most likely to act as you hope. These individuals or businesses will create flow on interest from their enthusiasm among their peers that are less incentivised to act.
Identify specifically the key driving person - in any organisation, household or group that shows interest and enthusiasm to follow your lead. In a business, this person may be self appointed or management appointed. Support this one person with whatever they need to pursue their goals in your waste diversion project framework. In a Council area, it may be observed that there is normally 1 family member passionate about recycling that makes sure the rest of the household recycles properly. One idea would be to design your campaign so that you help these people identify themselves as the leading recycler, whether they are the mother, father, child, other relative or couch surfer in their household and then give them the tools to make their passion most effective in their home, regardless of the extent of help they receive from others.
Provide resources to leaders – programs and projects to help with waste diversion shouldn’t provide resources to those that aren’t going to use them. Make resources like websites, handouts, bags, stickers, bins, signs, emailouts and more substantial or bespoke resources the best they can be for the people that are leading your charge. For example, if a sales campaign for a new organics collection service to businesses finds that the owners delegate the responsibility for waste to their Site Supervisor, all resources should be aimed at delivering what the Site Supervisor needs to do a great job as the person responsible for the safe, efficient and sustainable running of the site. Help with locating and storing bins, signage for clean bin usage, internal bins and signage and email templates for staff with instructions and support. All of these make sure the new service keeps the site clean and organised and the Site Supervisor achieves their site management, waste diversion and waste budget results at the same time.
Give reinforcing results showing success – the Site Supervisor above would love to tell their boss that the new organics service has been a success. Do this by providing metrics, infographics or stories on the amount diverted or landfill costs avoided in a format that he can easily convey to their boss. Generally, the people driving your objectives out in the marketplace love to hear that what they are spending their efforts on is not inconsequential and should continue and be passed to others. Broadly distributed feedback, for example, by social media, can target one group, say, teenagers, then the next week might see reinforcement to parents, or property managers. Share the positive results as often and as broadly as possible to keep people motivated.
The general idea is to narrow your target market to find those people that will drive your objectives. And then give them what they need to make it a success and talk about it to anybody that will listen! Mobilise those that are your ambassadors in the field.
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