Recycle Week: Who is Britain's best recycler?
14 Sep 2026
5 mins
Biffa launches research into the UK's great recycling generation gap
New research explores whether children, parents or grandparents are leading the way on recycling as Biffa aims to inspire the next generation of environmental champions.
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Children at St Nicholas CE Primary School in Wokingham are taking a Whitney the Wasteater plushie home as part of a new recycling challenge. Pupils put Whitney's Recycling Adventure to the test, taking on fun missions, meeting a real Biffa bin truck and discovering how small changes can make a big difference.
As Recycle Week 2026 gets underway, Biffa has partnered with Censuswide and Mumsnet to uncover the answer to a question many families may have debated around the kitchen table: Who is Britain's best recycler?
New research commissioned by Biffa and conducted by Censuswide reveals a fascinating picture of recycling habits across generations, examining whether Britain's recycling champions are grandparents with their "waste not, want not" mindset, busy parents navigating increasingly complex recycling rules, or children bringing environmental lessons home from the classroom.
Some of the research lines up with data supplied by Mumsnet, who mined 60,000 conversations which showed, how recycling is at the heart of debate in family life.
The research, which surveyed 3,000 UK adults and 1,000 children aged five to 16, engaged families across the country and highlights the growing role younger generations are playing in shaping household recycling behaviours.
Key findings:
86%
say their children’s environmental education has influenced household recycling habits
88%
of families say their child's education had helped them reduce food waste
7 in 10
of children have encouraged their family to save electricity (68%) and water (69%)
1 in 5
parents (21%) say their children have corrected them for recycling incorrectly
58%
of children say they know more about recycling than their parents
8 in 10
of children (78%) say they can teach adults to look after the environment
The findings support a growing body of evidence that environmental education can influence behaviours well beyond the classroom.
The research suggests that lessons learned at school are increasingly shaping family behaviours.
Many parents reported that children now play an active role in household recycling decisions, from identifying which materials can be recycled to challenging wasteful habits and encouraging family members to be more environmentally conscious.
Children Influencing Change Beyond the Classroom
The research suggests that lessons learned at school are increasingly shaping family behaviours.
Many parents reported that children now play an active role in household recycling decisions, from identifying which materials can be recycled to challenging wasteful habits and encouraging family members to be more environmentally conscious.
Creating the Next Generation of Recyclers
At the heart of Biffa's commitment to environmental education is Wasteaters, the company's education and community engagement programme designed to inspire young people to think differently about waste, recycling and sustainability.
Leading the programme is Whitney the Wasteater, a friendly educational character who helps bring recycling and resource management to life for children through school visits, learning activities and community engagement.
The programme was further expanded through the launch of Whitney the Wasteater and the Wrong Bite, Biffa's children's rhyming, playful storybook, which helps introduce young readers to the importance of reducing waste, recycling correctly and caring for the environment in an engaging and accessible way.
Through its education initiatives, Biffa has already reached more than 45,000 young people across the UK and is now working towards its ambition of engaging 55,000 schoolchildren, helping equip the next generation with the confidence and knowledge to become recycling champions in their homes and communities.
Georgia Gibson, Biffa's Social Value Manager, said: "Never underestimate the pester power of children. What starts in the classroom can quickly make its way into the family home, with children encouraging parents to recycle more, waste less food and make greener choices.
“These findings show that children aren’t just learning about sustainability. They’re becoming passionate advocates for it. They have the confidence to challenge the adults around them and, in doing so, can help turn good intentions into everyday habits.
“That ripple effect is incredibly powerful. By giving young people the knowledge and confidence to speak up, we’re helping them become catalysts for positive environmental change at home and in their communities."
“These findings show that children aren’t just learning about sustainability. They’re becoming passionate advocates for it. They have the confidence to challenge the adults around them and, in doing so, can help turn good intentions into everyday habits.
“That ripple effect is incredibly powerful. By giving young people the knowledge and confidence to speak up, we’re helping them become catalysts for positive environmental change at home and in their communities."
The survey also revealed that many people believe older generations are better at upcycling, with 68% saying they were better at repairing broken items and 65% saying they were better at reusing items in comparison with people today.
Disagreements over recycling habits are also happening across Britain, with the poll showing that 17% argue over who puts the bins out, 66% of men saying are likely to put the recycling out while 66% of women know what can and can’t be recycled.
27% of families argue over food being wasted with 23% disagreeing over rinsing and 29% arguing over someone putting things in the wrong bin.
Disagreements over recycling habits are also happening across Britain, with the poll showing that 17% argue over who puts the bins out, 66% of men saying are likely to put the recycling out while 66% of women know what can and can’t be recycled.
27% of families argue over food being wasted with 23% disagreeing over rinsing and 29% arguing over someone putting things in the wrong bin.
