Newark and Sherwood District Council produce take on viral video trend to promote recycling to Gen Z audiences

To mark Recycle Week, a council has jumped on a viral video trend in a share the importance of recycling with young people.

The annual campaign week runs from October 14 to 20, and Newark and Sherwood District Council has set its sights on communicating with people in the Gen Z demographic.

Currently trending on short-form video social media platforms such as Instagram reels and TikTok, ‘Gen Z writes the script’ videos feature slang and sayings associated with Gen Z — think ‘slay’ and ‘ick’ — to teach lessons or share information.

The council has produced its own tongue-in-cheek version, starring officers from across their waste and recycling teams, to talk about how, what and why to recycle.

Emma Oldham, portfolio holder for climate and the environment at the council, said: “Reaching these young people, typically born between 1997 and 2012, is really important as many of them are now moving out, going away to university or beginning to buy or rent homes for the first time.

“Getting into the habit of recycling at this stage is vital but this is a demographic that may not be engaged with our usual content. That’s why we wanted to get on board with a fun, tongue-in-cheek social media trend which has been proving very popular over the past few months.

“I also think it’s really important to recognise this generation as game changers who have a crucial role in safeguarding our environment. I want to ensure that we’re speaking to them, not just about them, and I hope that the enthusiasm, willingness and deadpan delivery of our brilliant colleagues will encourage them, and people of all ages, to think about recycling as well as having a good laugh.”

Now in its 21st year, Recycle Week is organised by Recycle Now, the national recycling campaign for England and Northern Ireland.

The week is intended to be a celebration of recycling across the nation, galvanising the public into recycling more of the right things, more often.

For more information about recycling, including which items can be recycled in the district, visit www.newark-sherwooddc.gov.uk/your-home/waste-and-recycling.

Nottinghamshire County Council has also recently launched its own campaign, Lost in Nottinghamshire, which stems from a recent study indicating that residents across the county throw away the equivalent of around 57 million recyclable cans and newspapers every year, while national figures suggest that around 9 billion items which could be recycled are wasted annually.