The circular economy of Australia’s soft plastics recycling system
You’ve probably heard of REDcycle by now – the initiative started by a passionate mum, providing Australian’s with the opportunity to recycle their soft plastics. Its operation helped reduce the amount of landfill in Australia and its sudden halt in operation sent the community into a frenzy.
The pause in the popular REDcycle program presented an opportunity to rethink the model for soft plastics recycling in Australia and find end markets for recycled package content. It also prompted Australians to rethink the way they consume products, rather than just the way they recycle them.
Social media conversations show Australians continue to encourage retailers and large corporations to use their influential power to create impactful change. These conversations are heightened where regression (or progression) is made towards sustainability.
Soft plastic recycling to the kerb
As Australians become more conscience about their soft plastic usage, it raises the question of whether the collapse of the REDcycle program was a blessing in disguise or more of a curse on sustainability?
From the end of October 2022 to the end of March 2023, Australians have consistently felt negative sentiment towards REDcycle’s collapse with spikes when key announcements were made by the organisation. Overall, close to 45% of Aussies felt negatively compared to 18.5% positive.
Source: Pulsar TRAC. Sentiment across online and social media between 29 October 2022 – 23 March 2023
A Twitter user sharing their frustration about soft plastic recycling.
The collection of coverage
As people learned the news about REDcycle, there was heightened concern about how soft plastics were going to be recycled. With over 12,000 mainstream media items about REDcycle or soft plastic recycling, it supports the idea that Australia’s broken plastic recycling system is distressing for many and more needs to be done.
The halt in operation brought on more concern for the environment and ignited feelings of anger and distrust after thousands of tonnes of plastic had been stockpiled instead of being recycled.
Source: Isentia, REDcycle coverage across broadcast, print. Source Pulsar Trends, Twitter coverage. Source: Google Trends, search coverage ( 1 October 2022 – 20 March 2023)
Media coverage across different channels (social media, search, broadcast and print) shows spikes of coverage on the same days (9 November, 7 February, 27 February) but at varying levels;
9 November – REDcycle announced it would pause its operations indefinitely. This shock announcement caused an influx of conversations on social media platforms which then caused people to search ‘where to recycle soft plastics’.
7 February – additional stockpiles of plastic were discovered in warehouses. People felt disappointed and let down by REDcycle.
23 February – supermarket giants announced they would take responsibility for the 12,400 tonnes of soft plastic stored by REDcycle in warehouses around the country, ahead of REDcycle declaring their insolvency. This announcement gained more chatter across social media in comparison to other channels.
Conversations on Twitter represent social media as the preferred option for users in comparison to broadcast, print and search.
Closing the loop
As political leaders have the power to influence their supporters on sustainability development, sustainability advocates are pushing Australian leaders to accelerate plastic waste regulations.
Conversations on Reddit rapidly grew on 9 November – the day the REDcycle program paused. Overall sentiment was anger and sadness with many expressing their feelings of disappointment after learning their donated soft plastics were not ending up where promised. Others felt frustrated or angry towards large organisations who were not holding up their end of the deal, especially after taking the time to correctly separate their recyclable waste.
At 40%, political enthusiasts far outweigh any other active community on social media and forums. Their ‘passion’ for Australia can be overshadowed, as they share their beliefs towards the government – ranging from incompetence to over governing. Generation Z are true digital natives and make up 22% of active online communities. This cohort is motivated to make more sustainable choices, if it means it will benefit the environment for the long term.
Active communities on social media and forums discussing REDcycle and soft plastic recycling. (October 2022 – March 2023)
The REDcycle program illustrated the complexity of soft plastics recycling and the need to build robust systems to close the loop on this common household waste. For years there have been stockpiling issues, dumping, toxic fires and lax regulations, making it challenging to operate.
Australia’s largest supermarkets continue to work towards reducing unnecessary plastics in their stores, and support the development of circular economies through the use of recycled material.
Supermarket chains have moved quickly to find an alternative solution, teaming up with the National Plastics Recycling Scheme (NPRS) with financing from the Federal Government and top food and grocery producers to establish the Roadmap to Restart Taskforce.
23 February 2023, supermarket giants announced the return of soft plastics recycling by late 2023, despite the lack of recyclers. This announcement generated 6 x the amount of ‘supermarket’ Twitter mentions compared to 1 Nov 2022.
Source: Pulsar TRENDS. Supermarkets and soft plastic recycling conversations on Twitter.
Although it’s a promising development, announcements like these are what drive the conversations and force change. This rings true as sustainability advocates push for more substantial action to address soft plastic waste in Australia.
Large organisations are being challenged to rethink how they package their products and how they can be more sustainable, what about the government?
A RED hot go
Minister for Environment and Water, Tanya Plibersek, has been vocal in her response to the soft plastics recycling crisis. Initially, the program’s failure was met with calls for urgent action with Ms Plibersek weighing in on the news, saying it was “really concerning” and put the pressure on major supermarkets to come up with an alternative recycling program.
Although it is acknowledged that the government plays a role, it has been made clear the responsibility also lies with manufacturers and packagers.
We’ve set a goal of making packaging 100% reusable, recyclable or compostable by 2025.
Australia needs to be better at recycling. That takes both industry and government action – and I’m ready to crackdown on those not doing enough.https://t.co/8vqoB0C9cI
Today, Coles and Woolies have outlined a path forward to resume soft plastics collection. I’ll be honest, this isn’t an easy task. pic.twitter.com/SjATWm1YMB
State and Federal Ministers are actively sharing their opinions and policies online in an effort to make change faster and positively influence their audience. Victorian Premier, Dan Andrews and the Victorian Government are leading the way, banning the selling and supply of single-use plastics in the state.
Commonwealth, State and Territory governments have jointly invested considerable funds into developing local capabilities to recover the challenging recycling stream and have committed to turning around Australia’s lack of progress on its recycling targets, setting new targets for 2025.
Source: Pulsar TRAC. Influential federal and state leaders driving conversations about recycling and soft plastic usage.
Adding another interesting layer of insights on social media from our sister company Pulsar, is that reddit is playing a major role in disseminating sentiment surrounding the REDcycle program. The below chart shows the most recurring keywords grouped by channel. The larger the tile, the more times the topic has appeared in that channel. Conversations involving scientists were notable and finding a solution to plastic pollution was a key narrative.
Top keywords by channel. (October 2022 – March 2023)
Trust was also a recurring keyword across all channels, indicating trust needs to be rebuilt. is something that needs to be rebuilt. Australians have begun to lose faith in the recycling industry as there is a lack of transparency into how much actually gets recycled.
The introduction of a new taskforce – the Road to Restart – will work towards rebuilding the public trust in soft plastic recycling. The taskforce also endeavours to ensure supermarkets and the packaging sector will get it right on their own accord.
The way forward
Conversations through online forums show Australians deeply care about sustainability, stating that ‘unless it can be recycled, it shouldn’t be produced.’
Social media platforms are especially fueled by sustainability advocates who need to share a broader awareness of recycling initiatives and earn potential audiences – conversations are widespread and emotions are elevated. Whereas broadcast and print channels are sharing the facts and the need to know information, directing audiences to use the information they have and to search where they can take their soft plastics. In addition to sustainability advocates, everyday Australians are learning how to pivot, seeking out support and ideas from fellow supporters on Twitter and other social media platforms.
If organisations can work together and policymakers can set clear legislative frameworks, it’s possible to implement necessary changes in both manufacturer and consumer behaviour to create a thriving circular plastics economy.
The pause of REDcycle is certainly on its way to being a good thing for the environment.
Loren is an experienced marketing professional who translates data and insights using Isentia solutions into trends and research, bringing clients closer to the benefits of audience intelligence. Loren thrives on introducing the groundbreaking ways in which data and insights can help a brand or organisation, enabling them to exceed their strategic objectives and goals.
The Australian podcasting news industry continues to grow. While Australian audiences do consume content from international brands like the BBC, they also exhibit strong affinity for independent Australian productions over mainstream sources. In a period of uncertainty amidst Apple’s recent update to automatic download policies Australia’s podcast audience has rapidly expanded, with ad revenue rising from $5 million in 2017 to over $100 million in 2024. So how do podcasts fit into the Australian news cycle? As audiences direct attention to independent and international productions, audience targeting, partnerships and media monitoring trends indicate a shift and a need to adapt engagement metrics and messaging strategy.
To highlight the impact of podcasts on audience engagement, we tracked coverage of key news themes in Australian podcasting from January 2020 to November 2024.
Podcasts surged into the mainstream during the pandemic, and they’re now evolving by integrating with platforms like video and audiobooks to meet new audience expectations.
While general podcast news discussion remains steady, discussion on news podcasts indicates listener engagement peaks around high-impact stories, suggesting that the topic and information itself is what truly resonates with audiences. Outlets like The Australian Financial Review and ABC have expanded into the format, yet even major programs like ABC’s Background Briefing face fluctuating engagement compared to discussion about news content being consumed through podcasts. The data suggests there’s a gap being left by main outlets in the podcasting space. While traditional media adapts, independent producers are gaining traction with stories that deeply resonate on identity and community issues, such as the 2021 Christian Porter case and The Briefing’s 2024 episode on pianist Jayson Gillham’s lawsuit against the Melbourne Symphony Orchestra. Understanding audience preferences and monitoring content trends helps communicators craft strategies that leverage podcasting’s unique appeal.
Podcasts offer creators the freedom to pursue stories with fewer constraints of advertisers, investors, or other stakeholders, leading to content deeply shaped by personal passion and a strong connection to the subject. This independence empowers impactful storytelling, as illustrated by The Teacher’s Pet, where Hedley Thomas’s rigorous reporting on the case of Lynette Dawson uncovered new, critical details and underscored the journalistic integrity driving audience engagement in a shared pursuit of truth. Similarly, New Politics, co-created by Eddy Jokovich, leverages its Patreon-funded model to explore perspectives outside mainstream narratives, showcasing the power of independent journalism through podcasting.
Sports and entertainment tend to generate high visibility and engagement, suggesting they benefit from a faster publishing cadence and broad appeal. However issues like global conflicts draw significant attention, especially among communities directly impacted. The Briefing podcast, for example, addressed the October 2024 conflict in Gaza in a recent episode where Lebanese-Australian journalist Liz Deep-Jones offered a personal perspective. This type of coverage shows how podcasts can provide both journalistic depth and emotional resonance, connecting listeners to complex stories in a more relatable way.
Even if a major broadcaster or outlet owns a podcast production, the unique style and tone set by the hosts and production team often place podcasts outside the conventional PR and communications scope. Unlike the carefully curated talking points found in a typical puff piece or advertorial, podcasts allow for candid, in-depth discussions that explore complex topics with a degree of freedom seldom found in traditional news media channels. This authenticity is driven by the podcast format itself, which favours nuanced discussion offering audiences a more transparent and less scripted narrative style.
The NRL is launching in Las Vegas. Can it win over the US?
Israel, Lebanon & The Big Ceasefire Question
The Details You Missed From The Attempted Assassination of Donald Trump
Many of the leading news podcasts, like The Quicky by Mamamia, follow a daily release that taps into the rhythm of the 24-hour news cycle, providing timely responses to breaking news. This format appeals to listeners by delivering news in a quick, digestible style, ideal for staying informed on the go and catering to audiences prioritising both convenience and relevance. It’s no surprise, then, that top news highlight podcasts often incorporate ads at multiple points—before, during, and after episodes—capitalising on the high listener engagement these accessible, on-the-go updates create.
Sports and entertainment podcasts tend to attract higher engagement with frequent, easily digestible episodes, often in the preferred 20-30 minute range, which sustain a steady listener base. Personalities like Hamish and Andy, and John Graham exemplify how audience visibility can be driven more by engaging personalities than by traditional news analysis. In contrast, outlets like The Australian Financial Review maintain a more analytical focus with podcasts such as The Fin and Chanticleer, known for their conservative, business-centric tone. Meanwhile, digital-first brands like Mamamia take a more hybrid, accessible approach across varied topics, leveraging podcasting to reach broader audiences and foster engagement with impactful news stories. This range of formats illustrates how different brands tailor their podcast strategies to meet audience preferences, from rapid updates in entertainment to in-depth discussions on current events.
While legacy media outlets leverage their reputations to enhance their podcast presence, credibility alone doesn’t ensure engagement. Instead, PR and communications teams can boost audience connection by aligning content with listeners’ interests and authenticity, helping refine podcasting strategies to capture attention and drive meaningful engagement.
How Australian podcasts fit into the news cycle & ignite cultural moments
The Australian podcasting news industry continues to grow. While Australian audiences do consume content from international brands like the BBC, they also exhibit strong affinity for independent Australian productions over mainstream sources. In a period of uncertainty amidst Apple’s recent update to automatic download policies Australia’s podcast audience has rapidly expanded, with ad revenue rising […]
It’s become a truism to state that local journalism is in decline. But that story has been complicated by a new form of socially conscious ‘start-up’ publication cropping up across both ANZ and the wider world.
Consumers of local journalism are turning to independent sources, such as CityHub and Westender, that focus on community-driven stories, accountability, and underrepresented voices. This shift is compounded by the decline of traditional outlets, as highlighted in recent articles discussing the closure of regional papers due to rising costs, Meta's withdrawal of funding, and shrinking government ad budgets. These pressures reinforce the need for meaningful engagement with local journalism, as audiences demand authenticity and transparency in coverage of issues like housing, civil rights, and activism. By examining these independent outlets, we gain insights into how independent journalism continues to shape public discourse and meet the expectations of news consumers today.
Over time, the ANZ media has itself been writing increasingly about local journalism. Some of this laments its decline; elsewhere, it’s cited in national stories as a story source. But over time, we also see some of that attention focusing on publications such as The Westender and Cityside.
The Westender’s content and engagement reveals that local journalism consumption in Brisbane is significantly influenced by timely and relevant political topics, and pressing community issues such as the housing crisis.
Engagement patterns suggest that timely advocacy and local relevance are key draws for the publication, highlighting a community eager for information that resonates with their values and interests.
Over in Sydney, meanwhile, CityHub amplifies underrepresented voices and promotes accountability by covering issues such as military bases ("We Need to Talk About Pine Gap"), NSW’s anti-protest laws, and housing policies. It offers alternative perspectives that challenge mainstream narratives, fostering civic engagement and activism. With audiences engaging on platforms like X and Reddit, local outlets build credibility through community-driven stories and partnerships with organisations like Australians For War Powers Reform.
This pattern suggests that certain topics resonate more deeply with the audience than others. Stories that receive particular attention advocate for diversity and anti-racism, and frequently call out local councils for failing to act on commitments, such as anti-racism strategies. CityHub highlights the views of prominent local figures and groups, like Greens councillor Dylan Griffiths, who pushed for Inner West Council's ceasefire call in Gaza, and the Arab Council for Australia, whose frustration led to the mass resignation of the Multicultural Advisory Committee. This type of reporting offers a platform for communities seeking to impact policy—something often underrepresented in mainstream media coverage unless it’s taking place on national scale.
The active sharing of CityHub content on platforms like X and Reddit highlights community engagement around social issues.
CityHub’s audience is most likely to engage with political themes, followed by culture and crime, often focusing on issues that directly impact their lives, values, and beliefs.
Clearly, CityHub and publications like it are fulfilling a need that has been unfulfilled amongst the community - but what influential figures help disseminate these stories amongst willing audiences?
It’s no surprise that advocacy groups are actively sharing and disseminating calls to action. Content creators, particularly those writing for CityHub, effectively communicate the stories they cover, resulting in increased engagement for the local outlet. The reach and influence of these reporters often surpass that of CityHub itself. Additionally, credible community figures, such as university lecturers, further enhance the publication’s coverage.
CityHub and The Westender illustrate the critical role of independent local journalism in shaping public dialogue and accountability. This active participation reflects a community eager for accountability and willing to challenge local authorities on issues like systemic inequalities and inadequate policies. The preference for independent sources indicates growing scepticism towards mainstream media and a trust in alternative narratives that align with their beliefs.
How a new type of local journalism is engaging ANZ audiences
It’s become a truism to state that local journalism is in decline. But that story has been complicated by a new form of socially conscious ‘start-up’ publication cropping up across both ANZ and the wider world. Consumers of local journalism are turning to independent sources, such as CityHub and Westender, that focus on community-driven stories, […]
The role –and nature– of news and journalism is constantly evolving, from how it is consumed to which voices are trusted. New platforms, the rise of citizen journalists, and shifting news consumption habits are continuing to reshape the traditional and new media landscapes, creating both challenges and opportunities for PR and communications professionals.
In regions like Australia and New Zealand (ANZ), these challenges are particularly significant due to the unique ecosystem and levels of public engagement. With a relatively small number of major news outlets, the way journalism is practiced and perceived in ANZ carries considerable weight.
And this has a day-to-day impact on how PR & Comms professionals carry out their jobs. What does it mean when trust in journalism fluctuates, or when emerging platforms challenge traditional outlets for influence?
To kick off our study into the state of journalism and news - in both ANZ and beyond - we’ve started by quantifying how the public talk about the media.
Compared to the UK and US, Australia and New Zealand audiences are more likely to label journalism as ‘important’, albeit with a not inconsiderable amount of conversation describing it as "dead."
What’s behind the difference? Certainly, both countries' audiences advocate for quality reporting and accountability, as exemplified by New Zealand journalist Jack Tame’s revelation of a gun lobbyist's lies after the Christchurch attack. At the same time, local journalism faces challenges, with regional outlets shutting down due to lack of government funding, as noted by ACM’s Managing Director Tony Kendall. These in turn lead to spirited defenses of local journalism’s importance.
However, neither of these trends are necessarily unique to the ANZ regions. The answer can potentially be located when we look at how these conversations take place over time.
Clearly, public conversations around journalism - both in ANZ and elsewhere - are not in their nature consistent. This reflects how particular moments in the news cycle can lead to a sudden outpouring of interest and conversation.
So what are those moments in ANZ?
One centres on the recent court cases being mediated between the Australian government and social media organisations. In looking to place a monetary and moral value on news, these proceedings prompt the ANZ public and media to talk about journalism as something ‘important’ and worth protecting.
Another hinges around the return of Julian Assange to Australian soil. This has prompted differing responses across individuals and media outlets - but what’s certain is that it places ANZ at the centre of an important unfolding conversation about the role and responsibilities of the media.
Australia and New Zealand are global outliers in many sectors, from sport to mining & energy. Journalism, it seems, is another that could reasonably be added to that list.
PR and communications strategies must adapt to a landscape where sources of information are more fragmented and where citizens themselves can act as newsmakers. It’s important to understand how attitudes around these vital channels and contacts take shape.
We’ll be exploring the journalist and media landscape through multiple different lenses over the coming couple of months. If you’d like to attend one of the events we’re hosting around the region - or view a webinar recording - please reach out to us at brandmarketing.team@isentia.com
The role –and nature– of news and journalism is constantly evolving, from how it is consumed to which voices are trusted. New platforms, the rise of citizen journalists, and shifting news consumption habits are continuing to reshape the traditional and new media landscapes, creating both challenges and opportunities for PR and communications professionals. In regions […]
The Australian Competition and Consumer Commission has published anti-greenwashing guidelines for businesses making environmental and sustainability claims. Despite these efforts, media coverage of greenwashing, particularly focusing on senate inquiries and regulatory court cases against major offenders, continues to expose brands and industries stretching the truth in their sustainability messaging. This exposure is causing a growing disconnect between consumers and corporations, as audiences increasingly call out misleading practices and question the authenticity of corporate sustainability claims.Isentia’s sister brand, Pulsar conducted recent research exploring media and public discourse around sustainability. Part of this report examines how greenwashing is covered in the news and on social media, particularly in relation to the broader sustainability discourse. Let’s investigate those themes in more depth here.
Social media data is decreasing while online news activity re-engages, indicating incident-led conversations. Regulatory bodies like the ACCC, and state and federal governments are tackling greenwashing by identifying major corporate offenders and their misleading actions, such as 'recyclable' packaging, carbon credit misuse, lack of transparency in fossil fuel investments, and exploitation of government climate programs. Audience conversations often align with news coverage on these matters. The term in Australia particularly gained traction among social audiences around November 2022 when the UN called out the Australian government for allowing the use of carbon offsets in corporate emissions reduction strategies. News of the apparent collusion between the government and large corporations has caused public faith and trust in both to dwindle. As these stories emerge, Australia's positive sustainability impact on the international stage is significantly undermined.
When we look at which sectors are most discussed within the greenwashing topic, energy, finance, and food take the lead.
Much of the discussion regarding the energy and finance sectors emphasises their interconnectedness, particularly the investment by financial institutions, including super funds, in environmentally harmful industries. Despite some super funds claiming to offer options that avoid unsustainable investments, reports have revealed that they collectively hold millions of shares in the fossil fuel industry.
Many industries are being criticised for using carbon credits, such as REDD+ offsets, to appear more sustainable. Advertising, marketing, and public relations also play a significant role in promoting misleading sustainability initiatives, thereby contributing to greenwashing. However, stakeholders are aware that the advertising and communications industries have a huge impact on the profitability and success of an industry or product. The European Union’s Product Environmental Footprint classification system, for example, has been criticised by Australia’s wool industry for being unfair to wool products and for greenwashing. This, they argue, not only undermines the pursuit of a green transition within fashion but also damages a vital industry.
Mercer stands out as a most mentioned brand within the topic of greenwashing. This is due to ASIC pursuing a civic penalty case against them which alleged they misled members about its sustainability investments. This is groundbreaking for audiences to witness as it would be the first time the consumer watchdog has taken a company to court for alleged greenwashing.
Much of the conversation focuses on misinformation and lack of transparency in communication and marketing. Certifications like Fair Trade are being questioned, particularly for products like chocolate, and eco-certification for farmed salmon. It particularly muddies the waters for political figures when they get entangled with brands coming under scrutiny for such greenwashing.
Furthermore, some companies feature in the media conversation due to their involvement in a senate enquiry initiated in March 2023, with a report expected by June 28th this year.
Analysis of the ANZ reveals a shift in mindset, with consumers emphasising individual actions for solutions like composting or guerilla campaigns on mislabelled environmentally friendly salmon products. Grassroots and individual activism leading to actions like divestment from conflicting companies. Community groups like uni student clubs showcase how groups with shared values and experiences can make noise and incite change with how universities invest. However, there are ongoing debates as to whether it’s the role of sectors like higher education or Super Funds to prioritise the environmental implications of their decisions.
The rise in curiosity around greenwashing highlights the growing consumer demand for transparency and genuine sustainability from brands. As regulatory scrutiny and public awareness increase, brands must ensure their sustainability claims are genuine or face reputation damage.
"
["post_title"]=>
string(76) "The Eco-Spin Cycle: how brand’s sustainability claims come out in the wash"
["post_excerpt"]=>
string(139) "Regulators are cracking down on corporate greenwashing, but what does media discussion reveal about its impact on brand-consumer relations?"
["post_status"]=>
string(7) "publish"
["comment_status"]=>
string(4) "open"
["ping_status"]=>
string(4) "open"
["post_password"]=>
string(0) ""
["post_name"]=>
string(72) "the-eco-spin-cycle-how-brands-sustainability-claims-come-out-in-the-wash"
["to_ping"]=>
string(0) ""
["pinged"]=>
string(88) "
https://www.isentia.com/latest-reads/sustainability-mapping-media-and-pr-conversations/"
["post_modified"]=>
string(19) "2024-09-09 02:35:11"
["post_modified_gmt"]=>
string(19) "2024-09-09 02:35:11"
["post_content_filtered"]=>
string(0) ""
["post_parent"]=>
int(0)
["guid"]=>
string(32) "https://www.isentia.com/?p=32225"
["menu_order"]=>
int(0)
["post_type"]=>
string(4) "post"
["post_mime_type"]=>
string(0) ""
["comment_count"]=>
string(1) "0"
["filter"]=>
string(3) "raw"
}
Blog
The Eco-Spin Cycle: how brand’s sustainability claims come out in the wash
Regulators are cracking down on corporate greenwashing, but what does media discussion reveal about its impact on brand-consumer relations?
