A new consumer habit called ‘precycling’ is catching on, according to some research from The Intelligence Group. Consumers who precycle aren’t keen to simply throw their cans and bottles into the recycling bin and let waste management sort it out. With more people buying into the idea of sustainable living, the precyclers aim to avoid any products that result in more superfluous stuff.
Brandweek reports that The Intelligence Group’s Cassandra Report found that that 45% of ‘trendsetters’ and 14% of ‘mainstream consumers’ have “cut down on bottled water purchases” in the past six months, while 49% and 16% respectively have “cut down on use of plastic bags” during the same period.
The firm noticed that more people have started using the term ‘excess’ as a dirty word, rather than a symbol of opulence. Examples of companies tapping into this trend are brands such as Pom Wonderful’s reusable glasswear and Chaco footwear’s programme where customers get a 20% discount for sending in used, clean shoes (which are then donated to developing countries).
The research also found that the viewpoint that recycling itself is an antiquated misuse of energy is on the rise, with people considering that rather than expending that energy, they would rather remove themselves from junk mail lists, read media online. Some apparently even carry around “precycling kits” consisting of cloth napkins and silverware—anything to reduce waste and not contribute to the recycling bin.
Not that precycling is set to replace recycling completely but the research agency suggests this trend is evidence of a shift in consumer thinking. People may also recycle in a slightly different way; selling on eBay, for example, rather than throwing away. The researchers were told that 49% of consumers consider the resale value when buying a product.
So what do you think? Is this really a new trend? Is it just those at the most conscious end of the market doing more to make sure they don’t create any waste at all? Will it catch on? Or is this just a new fancy term for a general shift in the way people buy and use objects in a Western world that’s running out of resources and money? Thanks to Brandweek for the tip off about this interesting story.
