Researchers from the university's School of English discovered that manufacturers and supermarkets utilize language that positions them as assisting and supporting customers in making environmentally friendly decisions. However, research findings indicate that this isn't how consumers see the relationship. The study is the first to examine how language can affect people's attitudes on recycling and reusing plastics.
The team gathered linguistic data to fully understand how individuals discuss plastics in their daily lives and how various linguistic choices can influence behavior. The Sheffield researchers discovered that retailers, manufacturers, and local councils frequently use language that doesn't sit well with consumers after analyzing over 4.5 million words found in advertising, packaging, local council guidance, consumer language on social media, and focus groups with members of the British public. According to the report, the worldwide issue of plastic trash has customers feeling irritated, unsure, disempowered, and overwhelmed. The language they choose implies that consumers are pleading with business and councils to take action on plastics as they try—but fail—to make sense of the plastic catastrophe.
According to research, consumers have a strong sense of dependence on businesses and organizations to bring about meaningful change in the area of plastics, packaging, and their environmental impact.