In order to achieve higher collection and recycling rates in the plastics sector, the RecycleMich initiative has teamed up with brand manufacturers of plastic packaging and successfully established itself in Austria. What is the mission of RecycleMich, and what problem analysis provided the foundation for launching the initiative and app? Our mission is to keep recyclable materials in the material cycle. With the RecycleMich app, we’ve created and launched an incentive system for consumers that combines digitalization with awareness-raising and educational work. The original idea sprang from the fact that Austria does not reach its desired collection and recycling rates. For example, the collection rate for plastics is only 70 percent, dropping to merely 30 percent in urban areas such as Vienna. Encouraging consumers to collect and sort their waste correctly was an important concern for us in this regard. Who was involved in developing the app and how is the app financed? Even before RecycleMich was launched in Austria at the start of 2021, we had worked closely with leading brand manufacturers from the beverage sector. Results from consumer surveys also went into the agile development process. The pilot test of the first digital recycling initiative ultimately took place in Vienna, because sorting waste correctly has been the biggest challenge there. Eventually, the initiative developed into an open platform for all those involved in the circular economy, including users, brand manufacturers, recyclers, cities, and municipalities. It focuses on all product packaging fit to be disposed of in the yellow trash bag used in Austria for recyclable waste. Monthly contributions by brand manufacturers as well as contributions by Reclay Systems, a leading take-back system for packaging, currently finance the incentives and prices, operation of the app, and marketing efforts. In return, cooperation partners can list the initiative’s activities in their sustainability report or on any sustainability agenda and benefit from various service packages. When working with manufacturers, we welcome any sustainability strategy they have. Over time, we have expanded opportunities for cooperation; in addition to becoming a partner, you can also become a supporter and, for example, sponsor prizes as a sweepstake partner. Consequently, RecycleMich has supporters who sponsor products as well as those who pay membership fees. This allows us to create low-threshold opportunities for cooperation that supports our mission. How do potential users learn about of the app and which target group does the app mainly appeal to? Initially, we ran broad-based marketing campaigns throughout Vienna using traditional media such as newspapers and radio broadcasting. However, it was targeted advertising via online channels, in the app store, and on social media channels that finally paid off. Our initial target group was 18 to 24-year-olds, but this quickly developed into the current main target group of 24 to 34-year-olds, with 35 to 44-year-olds being our second largest target group, including young families in particular. Those under 25 and over 44 come in last. Creator Stefan Siegl about the Austrian RecycleMich app INTERVIEW 20
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