As part of its environmental campaign trials, Hubbub required a detailed waste audit and waste composition analysis at two Welcome Break service areas. The goal was to measure how effectively new signage and recycling infrastructure encouraged proper waste disposal and reduced contamination in municipal waste streams.

As an award-winning creative charity, Hubbub aims to revolutionise how the public engages with environmental issues. They utilise behaviour change techniques, everyday language and good design to make environmental choices desirable and more possible.

The Challenge: Understanding Recycling Behaviours through Waste Audits

Hubbub is trialling new infrastructure and communications to help increase recycling rates and decrease contamination as part of its ‘In The Loop’ campaign. They installed new recycling bins and signage at two Welcome Break service areas, Oxford and Leicester Forest East, to test their success criteria.

To understand the impact of these interventions, Hubbub commissioned a waste composition audit. This involved analysing bagged litter and recycling collected from the new bins on-site. Without this data, the campaign’s effectiveness would be difficult to assess and refine.

Expert Solutions: Delivering Reliable Waste Composition Analysis Data

Alfred H Knight carried out a baseline waste audit at both Welcome Break locations by collecting and sorting samples from designated litter and recycling bins.

The bins were positioned across several key points in both northbound and southbound service areas, including lorry and coach parks, entrances, a coffee outlet, petrol stations and recycling stations.

The audit data, presented by both weight and count, was captured at several intervals during the campaign. Therefore, Hubbub could track whether infrastructure and messaging interventions had led to an increase in target materials being correctly sorted.

Clear, Actionable Results

Thanks to the detailed waste audits carried out by Alfred H Knight, Hubbub were able to track the progress of their campaign in real time. The data revealed key insights into user behaviour, including:

• The number of lids disposed of in coffee cup recycling bins
• The level of food-contaminated packaging found in general recycling bins

These insights proved critical in supporting both Hubbub and their client to assess bin effectiveness and refine communication strategies.

“We worked with Alfred H Knight on a previous part of our #InTheLoop project, and following the quality of the reporting, they were our first choice for this project.”
— Beau Zilesnick, Creative Partner – Hubbub Foundation

Supporting Behavioural Change with Data

Darren Coss, Waste Optimisation Lead at Alfred H Knight, brings a wealth of knowledge and experience to the team and leads many of AHK’s waste composition analysis projects. Darren notes:

“This project provided detailed data for the important work Hubbub carries out on behalf of its clients. The results will provide crucial information on the best way to get the right materials in the right bins whilst people are out and about.”

Beau Zilesnick, Creative Partner – Hubbub Foundation, adds:

“Darren and Joe are reliable and professional. They provided reports back promptly and have been flexible to adapt their approach for the project’s needs.” Beau Zilesnick, Creative Partner – Hubbub Foundation.

What Is a Waste Audit?

While the terms “waste audit” and “waste composition analysis” are sometimes used interchangeably, they are different. Waste composition analysis refers to the physical sorting and categorisation of materials to determine what’s being discarded, in what proportions. This analysis provides more granular data that is critical for tracking behavioural change and informing infrastructure decisions. Waste audits are a structured process that involves analysing the types and quantities of waste generated at a particular location. Waste audits help organisations:

• Understand what’s being disposed of
• Measure the effectiveness of waste management systems
• Reduce contamination in recycling streams
• Support environmental campaigns with evidence-based insights

Get in Touch with a Waste Audit and Composition Analysis Expert

Looking for support with a municipal waste audit, recycling campaign evaluation, or solid fuel analysis? Alfred H Knight has the technical expertise and experience to deliver accurate, actionable results.

Speak to an AHK expert today to see how we can support your organisation.