Consumer data suggests that recycling is the number one reason why people sort their waste. At the same time, Generation Z - now coming of age - are not trusting our word for it. 60% of respondents between 18 and 34 years old want to know what happens with their carefully sorted waste . There is a general understanding that in order to build sustainable societies, we need to minimize the environmental impact of our lifestyles, starting with the way we handle our waste. At the same time, they want companies to lead the way in facilitating sustainable choices. So Gen Z, the most diverse generation in history and the first one to grow up with the internet, are using their purchasing power and vocality to support a green movement.
So what does this mean for a Producer Responsibility Organisation such as Fost Plus? Over the past five years, Fost Plus has collaborated with partners to actively contribute to the circular economy in Belgium. Between 2019 and 2023, more packaging waste per inhabitant was selectively collected, the recycling rate for plastic packaging materials continued to rise and the share of non-recyclable packaging on the market fell. However, in order to move forward from that operational role in which we excel to a broad, societal role, we need to find new ways to respond into the upcoming generation’s environmental consciousness.
I see four areas to focus on.
- Gen Z wants to do better. More than their parents before them, they are ready to adopt responsible behaviours. As behaviours are generally motivated by convenience and cost, PRO’s can play into that by making sorting as no-nonsense as possible. In Belgium, citizens can sort in the same way any time, anywhere, from the coast to the Ardennes. Convenient door-to-door collection for most waste fractions lowers the threshold.
- With the rise of TikTok and Instagram, storytelling is more important than ever, albeit in a snackable format. If we want to connect with Gen Z’ers, we need authentic, impactful and visually appealing content in which they can recognize themselves and their role. PRO’s can respond to it with transparent communication on the recycling process. By showing them where the materials go and what happens to it, they understand the impact of their individual actions.
- In the age of ultra-connection, young people crave a sense of belonging. For PRO’s this is an opportunity to create communities around specific topics. The Belgian litter approach – for all its challenges – has demonstrated that ‘working together’ is the only way forward. Sustainable behaviour change on how we handle our waste out of home lies at the intersection between public education, infrastructure, environment, participation and enforcement.
- Whilst Gen Z holds high awareness of problems caused by the depletion of natural resources and pollution, they look to businesses, service providers or policymakers for support to take action. For brands, this is the opportunity to bank on environmental initiatives, such as sustainable packaging. New business models without packaging or with reusable packaging will become increasingly important. PRO’s can amplify those stories from their role as knowledge center and credible third party.
It is clear that the rol of Producer Responsibility Organisations such as Fost Plus has not yet played out. I see a role to engage and give meaning on the one hand, and a role to enable and innovate on the other hand. With continued investment in research, infrastructure, and community engagement, I am convinced that today’s waste management landscape can efficiently and environmentally friendly evolve towards sustainable material management.
Wim Geens, managing director of Fost Plus
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