Report 1 for Newcastle City Council, January 2025

By Insights North East and the School of Psychology at University of Sunderland

Newcastle City Council is piloting a Household Food Waste Collection scheme for 5,183 homes in  Kingston Park, Newbiggin Hall, West Fenham, Benwell, Scotswood, and Wingrove, ahead of full implementation in March 2026. This report presents findings from Phase One, a data collection and analysis project, in the first four months of the pilot (September 2024-January 2025).

A research team from Newcastle and Sunderland Universities undertook primary data collection method via an online survey distributed to all 5,183 households in the pilot to examine households’ attitudes toward the food waste collection, their awareness of food waste collection and willingness to participate in food waste collection. The research team also examined patterns of household participation across pilot wards using geolocation data collected by Newcastle City Council.

This research project aims to increase resident participation by understanding participation differences and identifying engagement drivers. The research questions seek to generate actionable insights on effective communications and engagement strategies that effectively promote behavioural change.

The goal is to help Newcastle City Council develop targeted interventions for different demographic groups to maximise participation, defined as households placing their caddy for collection at least once in a four-week period.

Read the full report here.