British consumers are angry at the retail industry for producing plastic waste and frustrated with current reuse and recycling systems, according to new research
The study, by academics at the University of Sheffield’s School of English, has found that supermarkets and manufacturers use language which frames themselves as helping and supporting customers to make pro-environmental choices.However, findings from the research show that this isn’t how consumers see the relationship.
The study is the first to look at how language can influence the public’s thoughts and behaviour towards plastics reuse and recycling.
The team collected linguistic data to see clearly how people talk about plastics in their everyday lives and how different language choices can affect behaviour.
After analysing over 4.5 million words used in advertising, packaging, local council guidance, consumer language on social media and running focus groups with members of the British public, the Sheffield researchers found that retailers, manufacturers and local councils often use language that doesn’t land well with consumers.
The study revealed consumers feel frustrated, uncertain, disempowered and overwhelmed with the global problem of plastic waste. The language they use suggests consumers are trying – but struggling – to make sense of the plastic crisis and are appealing to industry and councils for action on plastics.
Findings show that consumers feel heavily reliant on companies and institutions to create a real change around plastics, packaging and their impact on the environment.
Professor Joanna Gavins, Chair in English Language and Literature at the University of Sheffield, who led the research, said: “We found that while most people wanted to reduce their plastic usage, they felt powerless and unable to do so. Many supermarkets provide goods in single-use packaging that consumers didn’t necessarily ask for in the first place. There was a strong sense of frustration from consumers who felt like they were being blamed for something they had little control over.
“Our research highlights an uncomfortable relationship between retailers and individuals due to language choices that aren’t landing well with consumers. Many supermarkets use words such as ‘helping’, ‘supporting’ and ‘providing’ in their communications, but these sentiments are not felt by the general public, causing a detachment between brands and consumers.”
