1 © 2009 Ipsos Public Affairs Privileged and confidential City of Toronto Multi-Unit (MU) Recycling Research Highlights Presentation March 2009 1.

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© 2009 Ipsos Public Affairs Privileged and confidential

City of Toronto Multi-Unit (MU) Recycling Research

Highlights Presentation March 2009

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Background, Objectives, Methodology

• City of Toronto’s 70% waste diversion goal

• Since July 1st, 2008, multi-unit (MU) building owners have been required to pay a Solid Waste Management fee for garbage collection based on how much garbage is set out by building residents

• Ipsos Reid was commissioned to conduct research that would gain insight into MU residents’ recycling behaviour, attitudes, opinions, and habits

• Findings informed the enhancement of a communications and education strategy targeting this audience

QUANTITATIVE RESEARCH

• 300 telephone interviews with MU residents (condos, apartments, renters, owners) in late August, 2008

QUALITATIVE RESEARCH

• 6 English-language focus groups with MU residents (condos, apartments, renters, owners) including new immigrants and 2 in-language (Mandarin and Hindi) focus groups for a total of 8 focus groups in the fall of 2008

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Research Highlights

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Recycling is Important to MU Residents

“I am willing to do recycling because of the environmental benefits.”

87%

82%

81%

57%

10%

13%

16%

34% 7%

4%

Recycle

Reduce the amount ofwaste your household

generates

Conserve electricity

Buy environmentallyfriendly products

Very important Somewhat important Not very important Not important at all

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Recycling Behaviour is Over-Reported Among MU Residents

63%

9%13% 11%

3%

Everyday 4 to 5times aweek

A coupletimes aweek

Once aweek

A coupletimes amonth

Of the 95% that recycle…

No 5%

Yes 95%

Household currently recycles?

Daily Weekly (33%) Monthly

“I recycle when I can or when I think about it, but more often than not it ends up in the trash along with everything else.”

“People throw boxes in the garbage bin when the blue bin is right next to it.”5

Most MU Residents Use Recycling Facility in Building on Weekly Basis

19%15%

34%

22%

8%

Everyday 4 to 5times aweek

A coupletimes aweek

Once aweek

A coupletimes amonth

Usage of facility

No 6%

Yes 94%

Recycling facilities available?

Daily Weekly (71%) Monthly

What we don’t know is the volume of recycling residents are taking to the facility in their building.

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Inconvenient Recycling Facilities Are a Barrier to Recycling

“We just have a garbage disposal room.”

“We have a garbage chute, but have to go outside to recycle.”

“Bins are located at the back of the building – quite far.”

% who strongly or somewhat agree that… Apartment Condo Rent Own

Recycling in my building is easy to do. 73 90 77 88

The recycling facilities in my building are well lit. 77 92 78 91

The recycling facilities in my building are clean. 72 97 74 97

We have enough bins in my building to ensure everyone can recycle.

69 85 71 85

My building posts information about what can be recycled.

59 92 61 87

As far as I am aware, new residents in my building are being told where they can take recycling.

60 79 61 80

I want to recycle more, but my building does not provide the facilities we all need.

45 30 45 32

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MU Owners/Managers Could Do More to Be a Core Source of Recycling Info

Heard about Solid Waste Management fee from owners/managers…

% A lot Some Little Nothing

Apartment 7 9 6 77

Condominium* 21 23 14 39

Rent 9 11 6 75

Own* 18 25 16 38

In most cases, MU residents look to building owners/managers for information about recycling (along with the media, workplaces, and word-of-mouth).

However, the sentiment in focus groups was that recycling did not appear to be atop-of-mind issue for many owners/managers. 8

MU Residents Need and Want More Information About Recycling

“If I had more information, I would recycle more; that’s for sure.”

“I’m not really sure what I can and cannot recycle – like, can you recycle paint cans? If so, where do you take them?”

23%

12%

9%

7%

7%

7%

6%

4%

4%

18%

9%

Enough information and resources?

Information and resources needed to recycle more…

No 24%

Yes 76%

What can/cannot be recycled

Area for composting/green bin

More recycling bins

Locations of recycling stations

Labelled bin/what goes where

Have recycling on every floor

Flyers/pamphlets/brochures

More awareness

Info on recycling codes

Other

None

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MU Residents Want to See More Info About Recycling in Their Building

Information stickers/posters on recycling bins

Information posted on communication boards, in the laundry room, in hallways/elevators, in the garbage

chute room, and in the mailroom

Owners/managers to take more initiative in explaining residents’ responsibility for recycling in their building – especially upon move-in

Reference Cards for individual units

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© 2009 Ipsos Public Affairs Privileged and confidential

Thank you!

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