Learnings from Ireland
Ireland’s early success with its DRS holds valuable lessons for the UK. The initiative has already demonstrated the importance of collaboration among retailers, wholesalers, and consumers. Retailers played a pivotal role in supporting the scheme, setting up return points, and educating shoppers, while wholesalers streamlined the logistics of collecting and processing returned containers.
Consumer engagement, however, remains the linchpin of the scheme's success. Research by SBF GB&I shows that for a DRS to succeed, consumers must progress through a ‘three-stage mental shift’, which shows that people are willing to adapt and accept change, as habits and routines begin to form based on experience.
Therefore, in order to support all consumers through these three stages, widespread awareness and clear communication at every stage is essential for consumers to engage better with the scheme.
· Surprise: The first phase lasts around three weeks. Shoppers who aren’t already aware of the legislation will be surprised at a potential increase in price at the point of purchase, and that they are being asked to return their container to earn back that increase. To ensure shopper surprise doesn’t result in lost sales opportunities, and that DRS helps to
encourage the right behaviours, communication six weeks prior to the scheme’s launch is crucial.
· Review: Shoppers will learn new routines and make adaptations. Some consumers will learn how to manage the scheme to maintain their usage. For others, the dynamics of category usage will change as they adapt to new shopping habits. Learning will be fast as consumers don’t want to store used containers at home or be burdened with them. Store owners should let everyone passing by know that they can come in to return their empties at the store.
· Reset: Ireland is now in this phase, where returning containers has become a habitual part of shoppers’ daily lives in just six months since the scheme’s launch. However, to ensure consistency and longevity, it is important to make consumers ‘happy’ about the new systems that are in place, getting their buy-in to the role they are playing in making more sustainable choices.
This behavioural shift mirrors past pro-environmental initiatives, such as the introduction of the plastic bag levy. Just as the levy normalised the use of reusable bags, DRS relies on fostering a similar ‘herd mentality’. When consumers see peers adopting the scheme, their own participation becomes more likely, accelerating its overall uptake. Psychological research also supports this approach, emphasising that people are more inclined to adopt new behaviours when they perceive them as socially accepted and beneficial.
Early adopters will play a crucial role in influencing their peers and educating them about the benefits of the scheme.
What next for the UK?
To ensure a successful launch, the UK must prioritise a robust and inclusive awareness campaign. Positive advertising, bolstered by partnerships with popular ambassadors, can help the scheme resonate with diverse demographics. Such efforts should be paired with educational initiatives to simplify the scheme’s adoption, ensuring consumers and retailers alike understand how it works and why it matters.
Education and engagement must also be extended to include children and schools, cultivating a culture of environmental responsibility from an early age. By embedding pro-recycling values in the next generation, the UK can build long-term support for the DRS and related initiatives. The main incentive for making the DRS a success is to maintain simplicity throughout the scheme to increase widespread accessibility and adoption. Ideally, there should be a single, UK-wide DRS. At the very least, if there are to be separate schemes in the different nations, they must be fully interoperable – to ensure consistency, minimise consumer confusion, and tackle potential fraud issues.
Looking ahead
Ultimately, DRS represents more than just a recycling initiative — it is a critical step toward a circular economy. By learning from Ireland’s successes and challenges, the UK can implement a scheme that reduces waste, fosters sustainable habits, and sets a global standard for environmental leadership. Together, we can make a giant stride towards a circular economy.
Keith Allen is the Commercial Sustainability Director at Suntory Beverage and Food GB&I.
