Behaviour change pilot backed by major brands cuts litter by 16%

A 12-month behaviour change programme led by environmental charity Keep Britain Tidy has reported a 16% reduction in food and drink packaging litter, following a pilot delivered in partnership with KFC, Mars Wrigley, McDonald's and Nestlé.

The 'Love Where You Live Heckmondwike' initiative was funded through the Litter Pact and designed to assess whether targeted behaviour change campaigns could improve local cleanliness, reduce littering and influence public attitudes without increasing pressure on local authority budgets.

The project brought together research, community engagement and practical interventions developed by Keep Britain Tidy over the past decade, with activities focused on encouraging responsible disposal of litter and improving perceptions of the local environment.

According to the charity, the programme achieved a 16% reduction in food and drink packaging litter, alongside a 20% reduction in confectionery-related litter and a 52% decrease in littering around 'Bin it for Good' installations, where litter bins also collect charitable donations. Public satisfaction with local cleanliness also increased, rising from 14% to 36% during the pilot.

The campaign combined evidence-based messaging, strategically placed litter interventions, local community engagement and collaboration with businesses, schools and residents. Keep Britain Tidy said 70% of local residents recalled seeing campaign activity. Among those most exposed to the initiative, 83% said they would pick up litter near their home, 68% reported they were more likely to take personal responsibility for keeping the area clean, and 63% said they were more likely to use litter bins.

The findings also suggest that public perceptions of cleanliness may influence behaviour. According to the report, people who viewed their local area as clean were more likely to dispose of litter responsibly. The proportion of residents who considered fast food litter to be a local problem also fell, from 86% at the start of the project to 42% by its conclusion.

The pilot also examined the wider economic impact of cleaner public spaces. Among businesses surveyed, 16% believed customers would spend more in cleaner areas, while 30% said improved cleanliness could help attract new businesses.

Keep Britian Tidy has decades of understanding of - and unparalleled experience in - changing littering behaviors. This pilot shows that working in partnership with funders, businesses on the ground, local authorities and leaders from within the community in a sustained, joined up way delivers far greater results than solo or siloed efforts. We welcome food and drink brands showing this kind of leadership.

Allison Ogden CEO of Keep Britain Tidy.

McDonald’s is delighted to have supported the Litter Pact alongside Keep Britain Tidy and to see such strong results for the Heckmondwike community. Addressing litter is a shared responsibility, and this initiative demonstrates how effective partnership working and local engagement can deliver tangible benefits. We are proud to be part of something that is helping to create cleaner, more welcoming places for everyone.

Helen McFarlane, Sustainability Manager at McDonald's.

Keep Britain Tidy said it will publish a full report and a place-based litter toolkit for local authorities on 7 July, providing guidance based on the findings of the pilot programme.