Metro Vancouver will spend $600,000 this year on campaigns to reduce waste, but with a waste-diversion rate that has stalled at around 65 percent for more than a decade, questions arise about their effectiveness.
The region's notable campaigns, including Food Scraps Aren't Garbage, which has been adopted internationally, and the Super Habits campaign, target single-use items and encourage residents to use reusable coffee cups and water bottles. Advertisements appear on social media, bus shelters, and billboards across the region.
Current Waste Diversion Rates
Sixty-five percent diversion is the highest in North America, thanks to recycling and keeping food scraps out of landfills. However, Metro Vancouver aims for 80 percent diversion over the next 25 years, indicating significant work remains.
Consumer demand for single-use items increased during the pandemic with disposable masks and takeaway containers. Cheap clothing that is quickly discarded also contributes to waste. Textiles make up a substantial portion of garbage, with an estimated 20,000 tonnes of clothing thrown away annually, according to Metro Vancouver.
Barriers to Change
Alison Schatz, who leads solid-waste campaigns at Metro Vancouver, notes that many environmental practices have not been widely adopted due to convenience and affordability preferences. This includes a persistent demand for fast fashion—cheap, low-quality clothing that ends up in the trash.
Schatz said the Super Habits campaign began in 2020 after a waste composition study showed many disposable items were being discarded despite affordable reusable options. Focus groups revealed that single-use items are convenient and ubiquitous, so the campaign aims to create a positive feeling around using reusable items.
Expert Insights
David Hardisty, an associate professor in marketing at UBC and an expert in behavioural science and sustainability, says these advertisements can be influential over time. The idea of carrying a reusable mug to reduce disposable cup waste has been around for decades, with early adopters championing the practice. However, it was not enough to get most consumers on board.
"There are always going to be some people who just won't change their habits even if you put up a million billboards," Hardisty said. Awareness campaigns can be helpful, but because their overall effect tends to be modest and adopted over many years, they should be supplemented with other practices such as labels on packaging and recycling bins.
An upcoming campaign will focus on repairing clothing, as textiles remain a significant waste stream. Metro Vancouver continues to explore ways to influence consumer behaviour and reach its zero-waste goals.
