Consumers are more confused than ever and wishcycling at an all-time high. They’re throwing things in their recycling bins, crossing their fingers that these things are recyclable. This behavior might seem innocuous, but it usually creates major problems in recycling systems. A new nationally representative survey of 537 UK consumers conducted by EcoAct shows a direct connection between environmentally friendly labeling and wishcycling. This finding underscores the critical need for safer packaging and more explicit instructions for consumers.
The purpose of the survey was to understand the impacts of greenwashed consumer behavior on recycling practices. Picture this… On February 11 of 2025, the European Union made history by passing a new directive. This program was intended to address the difficult issue of packaging and packaging waste. You can read the full directive on the European Commission’s website in the environment tab. It provides a useful structure for improving waste management and recycling practices across member states.
Understanding Wishcycling
Wishcycling is when recyclers throw non-recyclable materials in recycling bins, wishing that they would be recycled properly. This practice is disastrous for recycling programs. This well-intentioned behavior is an example of consumers’ wish to be good environmental stewards. This consumer confusion can secretly lead to contamination in the recycling stream. Sending non-recyclable items along with recyclable materials dilutes the quality of recyclables and creates recycling contamination. This leads to withdrawal and redundancy, driving up costs and lack of efficiency.
The YouGov national survey across the whole of the UK found consumers are confused about what can and cannot be recycled. That lack of understanding is made worse by the abundance of greenwashing—false or misleading eco-friendly claims—on packaging. Consumers are ready and wanting to go green. Too often, they are misled by labels they do not comprehend, conducting wrong-headed recycling as a result.
The Role of Eco-Friendly Labels
Green labels are meant to help consumers make more environmentally sustainable choices. These confusing labels leave shoppers scratching their heads. The majority mislead consumers by exaggerating or failing to fully explain the recyclability of the products they purport to describe. Add to that the confusing and harmful phenomenon of greenwashing—when companies tout or imply inflated or misleading environmental benefits for their products—and the issue gets even murkier.
As our article recently published by The Conversation points out, these misleading labels greatly affect the efficacy of recycling. Consumers can be assured that they are making a responsible choice when they have enough trust in a label’s claims. This can often result in wishcycling in return. This stark disconnect illustrates the need for stronger labeling standards and more honest packaging transparency.
Pushing for Corporate and Policy-Level Change
Experts tell us that we need to address wishcycling and misleading eco-labeling directly. True change must happen at the corporate and policy levels. The recent EU directive aims to create a more comprehensive framework for packaging systems, encouraging companies to adopt more sustainable practices.
Though better design and clear labeling go a long way in reducing wishcycling. Companies should focus on creating easily identifiable recyclable materials and ensuring that their labels accurately represent the recyclability of their products. Consumer education must be at the center of this transformation. By informing shoppers about proper recycling practices and clarifying what can be recycled, organizations can foster more responsible consumer behavior.