Driving recycling rates: Unilever and Greenredeem announce partnership

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Partnership to increase recycling rates and support partner charities (Foto: Greenredeem)

Leatherhead, UK – Unilever UK and Greenredeem, the company that rewards people for everyday green actions, today announced a new partnership aimed to increase recycling rates and drive actions which help us to all live more sustainably. The ongoing partnership between Greenredeem and Unilever aims to support partner charities as well as motivating members through unique rewards from the Unilever stable of household brands – with the aim of driving recycling rates towards the EU target of a 50 percent recycling rate by 2020.

As their launch campaign, Greenredeem and Unilever are inviting Greenredeem members to donate points earned through recycling efforts to Comic Relief. Headlining the campaign will be Unilever brands Persil and PG tips who are already working closely with Comic Relief with special money-raising packs in store and are now looking to drive recycling rates at the same time.

Through Greenredeem’s 135,000 strong member base, Unilever aims to raise a further £20,000 for Comic Relief ahead of Red Nose Day on 13th March 2015. Not only will this donation hugely benefit the charity and its projects, it will also mean that through the actions of Greenredeem members, 1000 tonnes of recycling will be saved from being sent to landfills across the UK – the equivalent of 50 recycling trucks.

Unilever Project Sunlight Marketing Manager, Anna Owen, explains: “We’re so excited to work with Greenredeem to drive recycling rates in the UK. It’s shocking how far the UK lags behind other nations and we see incentivising positive action as a key mechanic to move rates forward, to meet and hopefully smash 2020 target levels. To drive behavior change we know you need to make it easy, fun and rewarding to do the right thing – and that’s just what the Greenredeem platform offers. We hope that through the partnership we can educate our consumers that they can recycle more Unilever product packaging than they may realise.” Anna Owen adds: “The Red Nose Day points for donations launch campaign is a brilliant way for us to donate more to Comic Relief and encourage recycling in the process.”

“We’re thrilled to be working with one of the world’s leading consumer goods companies to help people be rewarded for taking green actions. This will not only benefit individuals, but will also help boost recycling rates and improve our environment for the next generation. We would encourage all Greenredeem members to think about donating their recycling reward points to all of our donations schemes as well as considering donating to Comic Relief – a national charity that works to do so much good both in our own country and abroad.” explained Rob Crumbie, communications director at Greenredeem. “We also see this groundbreaking partnership as a real motivation for more local authorities to take a rewarding approach to recycling, enabling them to access a powerful partnership between the private and public sector to drive behavioural change at a local level.

Source: Unilever UK Limited