In a world where sustainability and the circular economy are increasingly prioritized, the recovery of raw materials from sewage water presents a unique and promising opportunity. However, societal acceptance of materials originating in sewage (a faecal contaminated source) and the products derived from them could be a possible point of focus. Is that really the case? And if so, can we overcome potential objections through good communication?
Understanding public perception and concerns surrounding the use of materials derived from sewage is key to overcoming this challenge. To investigate whether societal worries are justified and how to effectively communicate the environmental benefits of using these resources, CirTec partnered with the psychology department at the University of Groningen. As part of this collaboration, Wytse Gorter conducted research for his master’s thesis, specifically exploring the potential psychological barriers and opportunities in promoting acceptance for these materials.
Barriers to Social Acceptance
Gorter’s research identified several key barriers to public acceptance of materials recovered from sewage:
- Perceived Contamination: The association of sewage with dirt and disease creates a psychological aversion to using products made from materials sourced from it. Many individuals are uncomfortable with the idea, even when the materials have undergone rigorous purification processes.
- Lack of Information: Public awareness about the benefits of using recovered materials and the safety standards in place is limited. This lack of knowledge fuels scepticism and resistance.
- Cultural and Emotional Reactions: Cultural norms and emotional reactions play a significant role in how people perceive products associated with waste. Emotional disgust and preconceived notions of cleanliness can override rational understanding of the environmental benefits.
Overcoming Barriers
To overcome these barriers, Gorter’s research emphasizes the importance of transparent communication and education. Key strategies include:
- Educational Campaigns: Providing clear and scientifically backed information on the purification processes, safety measures, and environmental advantages of using recovered materials is crucial. Public education initiatives can reduce the stigma surrounding these products.
- Framing the Environmental Narrative: Emphasizing the positive impact on the environment and positioning the use of recovered materials as a crucial step towards sustainability and waste reduction can shift public perception. When people understand the broader environmental benefits, they may be more willing to accept these materials.
- Highlighting Success Stories: Showcasing successful examples of products made from recovered materials and the companies that already use these sustainable practices can help normalize their use and build consumer trust.
CirTec’s Role and Commitment
CirTec plays a vital role in driving the development and implementation of technologies that recover valuable raw materials from wastewater. These materials include cellulose, phosphorus, and bioplastics, which can be reintroduced into industrial processes, reducing the need for virgin raw materials and lowering environmental impact.
By partnering with academic institutions like the University of Groningen, CirTec is not only advancing its technical capabilities but also addressing the social challenges that come with innovation. The company is committed to bridging the gap between technological advancements and public acceptance, ensuring that recovered resources can play a meaningful role in a sustainable future.
CirTec’s involvement in this research demonstrates its proactive approach to tackling the societal concerns that might otherwise hinder the adoption of circular economy practices. By fostering collaboration between technical experts and social scientists, CirTec is positioning itself as a leader in both innovation and responsible communication.
Conclusion
The use of recovered raw materials from sewage is an innovative solution with the potential to significantly reduce environmental impact. However, societal acceptance remains a crucial hurdle. Gorter’s research highlights that the key to overcoming this challenge lies in education, transparency, and the framing of sustainability as a collective goal. CirTec’s dedication to both technological advancement and public engagement ensures that it is well-placed to lead the water sector in transforming waste into valuable resources, paving the way for a more sustainable future.
