The Scottish Executive has targeted a ten per cent cut in the volume of household waste generated by direct mail as part of its three-year Household Waste Prevention Action Plan, which aims to trim down the rubbish Scottish households produce by a quarter of a million tonnes.
The Scottish Environment Protection Agency (Sepa) will work with the Waste and Resources Action Programme to eliminate 18,000 tonnes of unwanted mail.
Other key targets include reducing 35,000 tonnes of food waste by cutting down on packaging and improving awareness about wrapping food more economically.
“Every household produces over a tonne of waste per year and that’s still growing every day by around 1.5 to 2 per cent,” Ross Finnie, environment minister, warned.
“We all need to live within our environmental means,” he added.
Responses to the initiative have been positive so far. “People are starting to get that message and have been enthusiastic about recycling and composting,” Mr Finnie said.
Retailers and consumers alike are expected to cooperate to help the Executive reach its target on waste reduction.