In a press briefing, from which the Mail on Sunday based an article last week, the company said it was up to councils to ensure that their residents attitudes to waste and recycling were based on fact.
It put forward the argument that for the first time since the Second World War people were being asked to think about waste, as for the last 60 odd years they have been putting all their waste out for collection once or twice a week. And it was wrong to expect them to change this habit of lifetime overnight.
It fears that recycling has become so bogged down in procedure and a box-ticking culture that the core reason for it - environmental protection - has been all but lost. And this is the message that needs to be given to the public
Highlighted in the Mail on Sunday article was EnviroComms view on chipped bins, suggesting that a good way to build trust with residents would be offering to have them removed. It said: This may be seen as a high-risk strategy by the council but providing residents are fully informed as to why they are there in the first place, theres a fair chance of them accepting their presence in the first place and thus it would be an offer that will have very little take up.