A very interesting study that found recycling can be bolstered by tailoring recycling messages to reflect political leanings.
Thus, for conservatives, messaging that promoted duty and authority improved recycling performance. Similarly, for liberals, messages focused on the general good and reducing harm were effective.
Importantly, getting the messaging wrong seems to have only led to a neutral effect, not a negative effect.
Understanding how to communicate in a way that resonates with our audience is very important if we are to create a world without waste.