Wishcycling Woes: When Good Intentions Go to Waste

A new international study has found that 73% of Brits admit to wishcycling – that is, throwing something into the recycling bin without knowing if it’s actually recyclable.

That puts us ahead of 69% in Canada, 68% in France and Germany, 66% in Spain, and 61% in the US. Italy recorded the lowest number of wishcyclers at just 51%.

Contamination comes at a cost

The problem is that wishcycling can do more harm than good because contaminated waste is either sent to landfill or requires extra sorting – increasing both environmental and financial costs. In 2023, DEFRA flagged wishcycling as a widespread issue when it announced the upcoming ‘Simpler Recycling’ scheme and you can read the latest update on the ‘Simpler Recycling’ scheme here. The issue of wishcycling is not a new one – but while we wait for the full rollout of the more streamlined approach, confusion clearly remains.

What’s causing the confusion?

From excessive packaging to unclear labelling, it’s no wonder many of us are left guessing. The research found that takeaway food is seen as the worst culprit, followed by beauty and cosmetics packaging. And the public is calling for better support; over eight in ten global consumers (83%) – rising to 88% in the UK – believe businesses should be doing more to help people recycle properly.

At Endurance, we’re constantly investing in the most modern, reliable and eco-friendly waste management vehicles – proudly supporting council teams across the UK to do their jobs as effectively and efficiently as possible. But we all have a part to play in keeping recycling on track.

Let’s not undo good intentions with bad habits

Sort recyclable items properly. Squash packaging where you can. And always check before you chuck. It takes just a few seconds – and it makes a real difference.

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