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MAma nature webpage

Introducing Mama Nature!

Mama Nature loves to celebrate be-yooo-diful behaviour when it comes to Kiwis doing the right thing with their rubbish. But if you're caught littering ... beware the wrath of Mama Nature!

KNZB have developed the Mama Nature campaign to remind us all to ensure our litter ends up in the bin. We have completed stage one of our research, which saw us investigate behaviours associated with littering. We surveyed in public places, near bins, during the day. Some of our initial findings show:

  • Cigarette butts were the most commonly littered item (78%)
  • Nearly half of the people who littered, did so within 5 metres of the nearest bin
  • Research shows that almost all Kiwis think it is key for New Zealand to maintain its clean, green image
  • A quarter of the people observed littering were aged between the ages of 25 and 34, with 53% being male
  • 66% of New Zealanders believe that people litter because they're lazy and don't care
  • A great outtake of the study is that Kiwis do care about keeping New Zealand Beautiful - 99% of respondents thought that it was very or extremely important New Zealand maintains its clean green image

This research is part of the first phase in our campaign to understand New Zealand's litter problem and there are a lot more insights to come from the second phase of our research - the national litter audit that we are undertaking with Statistics NZ later in the year.

To view the full report, click here. To view the executive summary report, click here.

To view the campaign press release, click here.

For media enquiries, please contact Kath Doubleday -

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