Plastic production has steadily grown, since it’s introduction in 1907, with GDP. A 24% in crease in the packaging sector is one of the key features of the European plastics industry. In 2008, about 25 metric tonnes (Mt) of plastic was produced with only 5.3Mt or 21.3% being recycled. That is set to increase by 30% by 2015, according to the European Commission. Were recycling of plastics to increase by that amount, 162,018 jobs could be created in the EU to manage the supply chain as plastics are still one of Europe’s net exports.

One of the ways in which the British government is encouraging changes to recycling behaviours and practices, on the part of individuals and businesses, is through the new Plastics Recycling Communications Initiative, launched by plastics recycling charity Recoup. The programme, designed to streamline the confusing and contradictory messaging surrounding recycling and thereby encourage better overall practice.

Lord de Mauley, the former DEFRA undersecretary for resource management, says, “A national and collaborative plastic recycling communications initiative is well overdue, and I hope that all sectors can come together to support Recoup in making this opportunity a reality.

The campaign already has a number of corporate signatories, including Coca-Cola Enterprises, Nestle Waters, Unilever, M&S and Valpak. It will direct communications at companies within the plastics supply chain, local authorities and other businesses in order to clarify the information surrounding recycling and encourage better practice overall. The campaign is to be supported by Frank PR, which will create a communications toolkit for use by these stakeholder groups.