Recycle Now is the national recycling campaign for England, funded by the government and managed by WRAP. It is used locally by over 90% of English authorities. The campaign encourages people to recycle more things, more often.


Implemented in

  • Europe and Central Asia
  • United Kingdom of Great Britain and Northern Ireland

Sector of activity
Consumer Goods

Type of initiative
Education & Awareness Raising, Policy Frameworks & Tools

Type of lead actor
Civil society

Shared by

Claire Kneller

Head of Food- WRAP Global


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Recycle Now is led by a pioneering team of dedicated experts with a simple, but revolutionary mission – to make recycling the new norm.

Backed by proven behaviour change theory, hard evidence and a passion for change, they work collaboratively with key stakeholders and the Government to bring everyone together to make real, sustainable impact on recycling behaviour.

Recycle Now believe that it’s the small things that can make a difference. By being at the forefront of the recycling movement in the UK they are mobilising citizens to recycle more of the right things, more often. So, together, we can help create a better world for future generations. These objectives are clearly linked to sustainable consumption of materials in the UK.


As collected through the One Planet Reporting

Output level

Outreach and communication for SCP

  • Recycle Week 2019
  • Recycle Week 2020

Impact and Results

Providing the recycling locater, along with other useful recycling information makes it easier for consumers to recycle their waste and in turn reduce their negative environmental footprint. The impact of Recycle Now can be clearly seen, with more than six out of ten of England's citizens now describing themselves as committed recyclers, compared to less than half when the campaign began in 2004. The latest Recycle Week, which ran from 24th-30th September 2018, was a great success, with the team travelling around the country to promote recycling - and they weren't travelling alone. A giant ‘WE DO' sign went with them, touring the country and posing for pictures at iconic buildings and places all over the UK that represent us as a nation, reminding people how important recycling is, and how it can help us fight plastic pollution and use resources more efficiently. They achieved some fantastic results, with #RecycleWeek trending No 1 on Twitter, a reach of over 27 million citizens across social media, out of home advertising and PR, and over 80 business partners getting involved including John Lewis, Quorn, Aldi, Sure, Marmite, Tesco, Danone, H&M, along with many local authorities across the country. The great work Recycle Now is doing is promoting more sustainable methods of consumption across the UK.

Next steps and how to get involved

You can find out lots more information about Recycle Now, its resources and campaigns at