WRAP – Recycle Zone Nationwide Programme

Recycle Zone Nationwide Programme

Recycling rates outside the home remained low, with limited infrastructure available in high-footfall public environments such as shopping centres, transport hubs and leisure venues. The challenge was to create a scalable, consistent recycling solution that could capture valuable materials and influence behaviour across diverse locations.

Solution

PPS supported the delivery of the Recycle Zone programme, a nationwide initiative designed to introduce accessible “on-the-go” recycling in public spaces.

The project included:

• Deployment of branded recycling units across high-footfall locations nationwide
• Implementation across key sectors including shopping centres, transport hubs, universities, workplaces, healthcare and leisure
• Development of tailored solutions for each environment (no “one-size-fits-all” approach)
• Integration of clear messaging and WRAP-aligned branding to encourage correct use
• Expansion into event recycling and large-scale activations
• Ongoing performance monitoring, data capture, and material assessments

Results

The programme delivered significant scale and impact:

• 120+ Recycle Zones implemented nationwide
• Reached 286+ million people annually through high-footfall locations
• Delivered recycling infrastructure across multiple sectors and environments
• Achieved high-quality material capture with low contamination

Key Insights

• Visibility and footfall drive performance – high-profile locations generate higher capture rates
• Tailored design is critical – solutions must adapt to different environments and user behaviour
• Clear messaging and branding improve participation and reduce contamination
• Partnership and co-investment models enable scalability across multiple sites
• Behavioural change is achievable when recycling is made convenient and visible

Outcome

The Recycle Zone programme successfully demonstrated how large-scale, standardised “on-the-go” recycling infrastructure can be delivered across the UK. It created a replicable model for public recycling schemes, helping to shift consumer behaviour while diverting significant volumes of waste from landfill and supporting long-term sustainability goals.