The Times (paywall) has uncovered some pretty remarkable statistics about the way the British consume coffee. It appears that we now buy some 2.5 billion paper cups of coffee each year, primarily from the main High Street chains. That’s about 7 million cups a day. The good news for the environmentally conscious public would appear to be that all the chains ensure that each cup is fully recyclable and so prominently displays its green cred where the consumer can’t miss it. The problem is that just 1 in 400 of the cups are actually recycled with the rest going to landfill. The firms involved may include recycling bins in-store, but that accounts for just a fraction of the disposal of the cups. As The Times points out, the companies understand that consumers are more impressed by the claim that a product is 100 percent recyclable than 0.25 percent recycled. They are swayed by the material and ignorant of the management.
The difference between ‘recyclable’ and ‘recycled’ is management not material