London's recovery starts with you
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618 Londoners have responded | 07/08/2020 - 01/10/2020

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The UK low carbon and environmental goods and services sector (green economy) is worth £40 billion in sales and employs nearly 250,000 people. It is worth more to the London economy than the construction and manufacturing sectors combined. Putting the environment at the centre of London’s recovery offers an opportunity to reverse the looming economic downturn by bringing new investment to London, helping businesses to see long-term growth, and providing decent, skilled, local jobs. Protecting and investing in the environment will also improve the health of all Londoners. Read more about the context for this mission.
Mission: “Increase the size of London’s green economy by 2030 to accelerate job creation and to drive a fair and inclusive recovery from COVID-19 that tackles the climate emergency, eradicates air pollution and builds long-term, community-led resilience.”
We’ll need to work together so that:
- Short term - there's a rapid increase in Londoners acquiring the skills needed to access green jobs as well as increase investment in the sector
- Medium term - making transport, buildings, public realm and lifestyles more environmentally friendly
- Long term - we become a zero pollution city by 2030 and zero waste city by 2050
Areas of focus might include:
- Scaling up energy and adaptation programmes to retrofit buildings and accelerate community and renewable energy projects
- Developing safe, connected cycling and walking routes, and support a shift away from cars to public transport
- Funding communities to increase green spaces and support low carbon and circular economy businesses
What do you think of this mission? Is there anything critical to London’s recovery missing from this mission? What does this mean for you personally and your community? What actions or interventions would have the most impact? How will we know that we’ve succeeded? Who has a role to play to meet this challenge?
The discussion ran from 07 August 2020 - 01 October 2020
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Log into your accountPaul Bowers
Community Member 4 years agoWhen it comes to transport too many of londons stations are inaccessible, no lifts or if they are the route to use them are very long and beyond peoples abilities when they are elderly or disabled.
Too many trains and platforms have huge...
Show full commentWhen it comes to transport too many of londons stations are inaccessible, no lifts or if they are the route to use them are very long and beyond peoples abilities when they are elderly or disabled.
Too many trains and platforms have huge gaps and steps making them unusable as there arent sufficient guards to use ramps etc plus too many people pushing disabled and elderly out of the way in their rush to get on and get a seat.
20MPH speed limits create pollution yes its understandable for them to exist outside schools etc during start / finish and break times when they are open but outside that they are pointless, they slow traffic so a lower gear is used that creates releases more toxins
there are too many bus lanes that are left empty whilst traffic sits queuing polluting the atmosphere
Show less of commentpeckhamrecovery
Community Member 4 years agoBakerloo Line Extension & Green Recovery - Public transport should be central to London's Green Recovery plan, so I don't understand why the Bakerloo Line Extension to South London has not been approved. It's planned to cost a fraction of...
Show full commentBakerloo Line Extension & Green Recovery - Public transport should be central to London's Green Recovery plan, so I don't understand why the Bakerloo Line Extension to South London has not been approved. It's planned to cost a fraction of other infrastructure projects, will facilitate billions in investment as well as affordable green housing and jobs in both the immediate & longer-term. It'll contribute significantly to the UK's economic & green recovery.
Approving this project would allow South London's councils to showcase their ideal Green recovery plan in the form of an infrastructure project that is universally welcomed. It'll bring all the usual green benefits of public transport like lower carbon emissions & reduced need for private car ownership, as well as countless economic & social benefits. Banning & taxing cars will only take you so far because after this crisis is over, people are going to need to move around London! Projects like the Bakerloo Line Extension will contribute towards meeting the green targets of 2030 & 2050 by reducing the need for private cars across South London. If the government is serious about tackling emissions then they need to Back the Bakerloo (https://www.backthebakerloo.org.uk/).
MarkAlan
Community Member 4 years ago"The UK low carbon and environmental goods and services sector (green economy) is worth £40 billion in sales and employs nearly 250,000 people. It is worth more to the London economy than the construction and manufacturing sectors combined...
Show full comment"The UK low carbon and environmental goods and services sector (green economy) is worth £40 billion in sales and employs nearly 250,000 people. It is worth more to the London economy than the construction and manufacturing sectors combined."
How is that defined? How much of that is due to government mandated payments / businesses / requirements rather than freely created entities? Construction and manufacturing are delivering value and wealth generation. How many of these green ventures would be loss making without taxpayer mandated support? Which ones generate wealth vs merely charge for mandated services? What is the breakdown to get to this figure and comment?
Show less of commentShiningstar16
Community Member 4 years agoLeave our roads alone!! You are implementing changes that are causing chaos without any consultation!! The old and disabled are trapped in our houses withoit care because no ome can get to us! You cannot build a city from the back of a bike...
Show full commentLeave our roads alone!! You are implementing changes that are causing chaos without any consultation!! The old and disabled are trapped in our houses withoit care because no ome can get to us! You cannot build a city from the back of a bike!! You have been bought out by the cycling lobby and its a disgrace!!
Show less of commentPaul Bowers
Community Member 4 years agoI agree yes cycling is green in theory but there is no investment into roads and infrastructure directly from cyclists alone.
The disabled and elderly cannot move around the city easily so get left behind, buses and trains arent as...
Show full commentI agree yes cycling is green in theory but there is no investment into roads and infrastructure directly from cyclists alone.
The disabled and elderly cannot move around the city easily so get left behind, buses and trains arent as accessible as most people think the more the roads are reduced for space for cyclists the more pollution it creates whilst bus lanes sit empty car sit idle in queues.
most of the cycle highways are on major routes that are miirrored by back streets move the cycles there for safety leave the roads alone and tax the cyclist as you do the motorist to help pay for their road use.
No doubt i'll now be attacked by the cyclists for the suggestions.
Show less of commentjonathancurran
Community Member 4 years agoPaul - vehicle excise duty (car tax) does not go directly to road maintenance. Everyone pays for roads through general taxation, whether they be a road user or non user, as long as they're paying income tax. So a higher paid cyclist will be...
Show full commentPaul - vehicle excise duty (car tax) does not go directly to road maintenance. Everyone pays for roads through general taxation, whether they be a road user or non user, as long as they're paying income tax. So a higher paid cyclist will be contributing more to road maintenance than a low paid driver in an expensive duty rated car.
Show less of commentHelen NW2
Community Member 4 years agoGreat to keep pushing for these 2030 targets and not wait for 2050 - this is simply too late
As health professional this is simply a must and will have huge benefits to NHS re impact on respiratory and cardiovascular disease.
Lets make...
Show full commentGreat to keep pushing for these 2030 targets and not wait for 2050 - this is simply too late
As health professional this is simply a must and will have huge benefits to NHS re impact on respiratory and cardiovascular disease.
Lets make at least zone 1 car free and go from there - Protecting of course tranport for those with disabilities , emergency services etc. Whole public transport fleet and taxis to be electric. Fully support the move by some of the Royal Parks to stop traffic coming through them - a benefit that many users highlighted during the lockdown period
We need to make public transport the choice, make parking permits more expensive and incentivize people to take public transport Where I live brent ,it is cheaper to get a car parking permit for the year than to safely store your bike in secure bike hangar for those of us living in flats- this is crazy.
Replace one side of every road - currently used for car parking with green spaces- - in high streets use them for outdoor cafe space as needed
Public buildings to convert to renewable energy and support private owners to move away from gas
How can we lobby to make sure all London councils/ assembly etc divest their pensions/ investments away from fossil fuel investment
For tourism/ business how are we working with European colleagues to make it cheaper and more pleasant to make travel to London from Europe by train the preferred option in our 2030 vision
Paul Bowers
Community Member 4 years agoHelen,
If you wish to make zone 1 car free how do you propose the elderly, the disabled, hospital transport etc get around in those areas or should they be banned and the hospitals in those areas all closed, as not everyone can get on a...
Show full commentHelen,
If you wish to make zone 1 car free how do you propose the elderly, the disabled, hospital transport etc get around in those areas or should they be banned and the hospitals in those areas all closed, as not everyone can get on a train or tube, your plan would then need to remove buses and taxis as well which leaves cycles and walking as the only other options. you either have to accept a balance or be blanket in your bans. Blanket bans create bigger problems. Petrol stations close, food and other shops cant get deliveries and/or lose customers so are no longer viable, the plan as you propose fail. there would always need to be exceptions which then lead to inequality, inequality is unjust as we should all be able to access the same things and experiences.
Are you proposing horses and carts and a return to the past?
What about anyone who has a car living in those areas will they be forced to buy / rent a garage elsewhere to keep them. What if that car is the only way they can care for a friend or family member?
Banning the car is impractical, improving the roads etc is the way forward to reduce the pollution and empty lanes. Electric vehicles create equal or more pollution once you factor in the creation of electricity and the batteries. So instead of bans a sensible discussion and rethink of how things are done is whats needed.
also you would need to ban gas and electric heating along with coal fires and hot water.
Bans arent the way forward technology is where the answer lies but thats unlikely to be in place within 10 years at an affordable level to all
Show less of commentJumbelina
Community Member 4 years agoI agree with all you have said . As for those who are disabled and need door to door transport in London we have our wonderful black cabs. Disabled people on low incomes should have vouchers for black cab journeys so they are able to get...
Show full commentI agree with all you have said . As for those who are disabled and need door to door transport in London we have our wonderful black cabs. Disabled people on low incomes should have vouchers for black cab journeys so they are able to get out and about. By the way, a woman in my street who is unable to walk well now has an adult tricycle with a container behind so she can get out and about as well and as often as an able bodied person and she can also carry shopping in the container. It also means her legs are getting good exercise even though putting weight on her feet may be painful. (I once sprained an ankle badly and was able to cycle easily even though walking was agony) These vehicles are liberating for many people with disabilities. E bikes are also helpful because they mean people do not have to worry about going uphill if they are not strong enough.
Show less of commentAnonymous - account deleted
Community Member 4 years agoThe most important challenge of our lifetime and one of the best responses to the impending economic downturn.
Decarbonising by 2030 is an absolute must!
I still believe strongly in the Mayor's proposal to incentivise public transport...
Show full commentThe most important challenge of our lifetime and one of the best responses to the impending economic downturn.
Decarbonising by 2030 is an absolute must!
I still believe strongly in the Mayor's proposal to incentivise public transport and close off roads in central London to pedestrianise them (like Oxford Street).
Buildings built which are sustainable and also innovative in hosting trees/plants would also add to the aesthetic of London, a beautiful city!
Paul Bowers
Community Member 4 years agoIn prinicipal its a good idea for everyday traffic but not for anyone who is disabled or elderly
Show full commentIn prinicipal its a good idea for everyday traffic but not for anyone who is disabled or elderly
Show less of commentAnonymous - account deleted
Community Member 4 years ago- promote renewable energy. Switch all government buildings and council homes to use renewable energy. Offer grants to switch from gas to electric boilers. Support community energy projects.
- move away from private car ownership. Create...
Show full comment- promote renewable energy. Switch all government buildings and council homes to use renewable energy. Offer grants to switch from gas to electric boilers. Support community energy projects.
- move away from private car ownership. Create more areas that do not allow private cars. Improve air quality.
- plant more trees in the city.
Anonymous - account deleted
Community Member 4 years agoIncentivise people to use public transport instead of cars, and work towards a completely car-free city. Increase number of public cycle hire bikes available, continue to expand cycle routes.
Make all parking paid for to disincentivise car...
Show full commentIncentivise people to use public transport instead of cars, and work towards a completely car-free city. Increase number of public cycle hire bikes available, continue to expand cycle routes.
Make all parking paid for to disincentivise car use (if you own a private vehicle you should pay to store it privately, rather than on publicly owned roads)
Create more micro green spaces - like a rooftop garden scheme for commercial buildings (reduce reliance on heating and cooling + create a carbon sink), mini community gardens on train platforms to encourage insect biodiversity like bees. Give grants to young people who have ideas to improve green space.
Require all new building developments to have renewable energy, offset their carbon footprint, have green space built in, etc
Require high street fashion stores to have a clothing recycling scheme (fast fashion is one of the biggest polluters in the world)
Paul Bowers
Community Member 4 years agocar free is not compatible with the elderly or disabled.
would you want people to pay to use their own land? not every house house a driveway or anywhere to park so thats penalising anyone who doesnt have their own outdoor space for not...
Show full commentcar free is not compatible with the elderly or disabled.
would you want people to pay to use their own land? not every house house a driveway or anywhere to park so thats penalising anyone who doesnt have their own outdoor space for not living in a house with its own land.
There is already a payment system in place its called Vehicle Excise Duty so do you propose that on top of VED or road tax as its more commonly known. Yes some people dodge taxes but the majority pay them.
Cycle routes are funded from VED amongst other things a cyclist does not pay a dedicated fee just to use the cycle lanes and is not required to carry insurance, so if you remove that investment are you willing to pay more tax to maintain a cycle route or how do you propose to fund them in full?
Show less of commentPositive Agein…
Community Member 4 years agoEvidence shows older Londoners are concerned about the safety of travelling on public transport post COVID which they are reliant on rather than walking or cycling or traveling by car. Whilst social distancing is in place then there are...
Show full commentEvidence shows older Londoners are concerned about the safety of travelling on public transport post COVID which they are reliant on rather than walking or cycling or traveling by car. Whilst social distancing is in place then there are constraints on the capacity of public transport. To support a green economy and the needs of older people, some immediate actions are required for London's public transport:
1. Improve public confidence in travelling by public transport in London through communicating safety provision
2. End the TfL suspension of free travel for over 60s before 9am
3. Priority given to those older people who require it at bus stops and queuing into tube stations
4. Engage with older people organisations in London on any route changes or major frequency changes
5. Ensure hospital transport is protected via bus routes
Anonymous - account deleted
Community Member 4 years agoI would love to see a London where there are more and bigger cycle lanes (the ones we have already and cycle only roads are great!). Lots more people are cycling now, so the roads need to accommodate the demand.
It's important that the...
Show full commentI would love to see a London where there are more and bigger cycle lanes (the ones we have already and cycle only roads are great!). Lots more people are cycling now, so the roads need to accommodate the demand.
It's important that the restrictions on travelling by car do not affect businesses that have to use that method of travel, but would a law on banning cars for personal use in central areas be possible?
Definitely agree with full electrification of buses and taxis.
An initiative to create gardens on top of apartment buildings!
Show less of commentPaul Bowers
Community Member 4 years agoIf you ban all cars what about the elderly or disabled? or even the parent with an infant and toddler, buses are overcrowded as it is
Show full commentIf you ban all cars what about the elderly or disabled? or even the parent with an infant and toddler, buses are overcrowded as it is
Show less of commentAnonymous - account deleted
Community Member 4 years agoHi Paul, I would have thought those with a disabled badge could be exempt from this. I did specify this idea would be used in central areas, not residential areas, which hopefully would help with the parent issue.
Show full commentHi Paul, I would have thought those with a disabled badge could be exempt from this. I did specify this idea would be used in central areas, not residential areas, which hopefully would help with the parent issue.
Show less of commenttuttobene
Community Member 4 years agoAlso I think London is due to address the lack of control and offering of rentable electric scooters. Other countries and cities are already on top of this.
Show full commentAlso I think London is due to address the lack of control and offering of rentable electric scooters. Other countries and cities are already on top of this.
Show less of commenttuttobene
Community Member 4 years agoI had an idea to have rentable woodworking /electrical making workspaces where anyone can access tool to "build your own robot" or solar panels or "invention hubs".
This would include 3D printers, computers, robotic arms, even basic...
Show full commentI had an idea to have rentable woodworking /electrical making workspaces where anyone can access tool to "build your own robot" or solar panels or "invention hubs".
This would include 3D printers, computers, robotic arms, even basic filming and lighting equipment for YouTubers or instsgramers.
Imagine if you thought of a new "eco cup" for the disposable coffee cup problem and was able to use this space to prototype that cup. Then manufacture it locally, in the same workshop space?!?!
It would launch off a new era of "Designed and Manufactured in the U.K." and "Eco-friendly" labels. That would be amazing.
Show less of commentZippyDooDar
Community Member 4 years agoPenalising car drivers by closing roads and forcing everyone down main streets is not the solution to easing pollution - in fact it only causes more. As someone who has is self employed and has to drive for their job (not a cabbie),the road...
Show full commentPenalising car drivers by closing roads and forcing everyone down main streets is not the solution to easing pollution - in fact it only causes more. As someone who has is self employed and has to drive for their job (not a cabbie),the road closures of the so called "rat runs" has only increased time sitting in traffic with engines needlessly sitting idle,increasing the pollution as well as wasting time & money...and this is without the majority of people going back to offices and schools opening again! You can't just brush vehicles under the carpet and expect them to disappear,people are too used to using them and having things delivered to their door as they can't be bothered to go out their front door to get what they need. Also vehicles are essential for some people who rely on them to get around like people with disabilities,mental health issues,OAP's etc as well as services like the police and ambulance. What local councils/government should be doing instead is creating incentives and help finance people to switch to electric vehicles as at the moment they are far too expensive for someone,like me,who doesn't earn much with mortgage and bills already to pay. Charge points need to be installed much more quickly in all boroughs as even if I did have an electric vehicle,my borough has so few local charge points I wouldn't even be garunteed I could come back home after work and be able to recharge my vehicle.
It should be the big energy guzzling companies that should be the first to change and pay more for their consumption and pollution,not the small businesses.
Paul Bowers
Community Member 4 years agoi completely agree but better still safer hydrogen cell vehicles these are even greener as they dont need the same big batteries with limited lifespans
Show full commenti completely agree but better still safer hydrogen cell vehicles these are even greener as they dont need the same big batteries with limited lifespans
Show less of commentusernameXYZ
Community Member 4 years agoThe biggest source of pollution in London is coming from the roads - air pollution, CO2 pollution, noise pollution.
The city should belong to people, but in most places in London it is cars that get most of the public space, not people...
Show full commentThe biggest source of pollution in London is coming from the roads - air pollution, CO2 pollution, noise pollution.
The city should belong to people, but in most places in London it is cars that get most of the public space, not people. Cars lower everyone's life quality and diminishing their numbers should be the #1 priority of any green agenda. A couple of ideas:
(1) finish Crossrail and continue investing as much as possible in rail-based public transport - this is the best long-term investment and London absolutely needs this;
(2) introduce a city-wide speed limit of 20mph, and introduce a city-wide rule that pedestrians and cyclists always have the right of way over cars - like it's done in Belgium and the Netherlands;
(3) replace car parking spaces by trees, or bicycle parking, or wider pavements;
(4) replace one or several lanes of traffic on larger roads by trees, bike lanes, wider pavements;
(5) stop the construction of additional road infrastructure like the new Blackwall/Silvertown tunnel and focus instead on pedestrian and cycle infrastructure including pedestrian/cycle only bridges over the Thames in east London.
(6) forbid access to the city to any personal car above 1.5 or 2 tons - those large cars and SUVs are the most dangerous to pedestrians and cyclists, and simply do not belong in the city. Professional vehicles above that weight should remain allowed.
Rubbish is another issue. An easy target to cut down on rubbish would be the food delivery and take-away places - single use plastics usage there is terrifying.
Show less of commentThe Hun
Community Member 4 years agoI would like to see:
- Full electrification of London's buses and cabs
- Expansion of cycle routes
- Ban of non essential car traffic frm roads mostly frequented by pedestrians for leisure activities. e.g. village centres, park through...
Show full commentI would like to see:
- Full electrification of London's buses and cabs
- Expansion of cycle routes
- Ban of non essential car traffic frm roads mostly frequented by pedestrians for leisure activities. e.g. village centres, park through roads. Exception should be made for the emergency services, the disabled and those for whom the car is essential to complete work (e.g. grocery deliveries, post, building and repair services etc). Such people should be issued FREE permits to continue using the roads as required. These measures would discourage people for whom it is not essential from using their cars and make traffic more efficient for those who have no other choice but to sit in the car.
- Financial support for buying bikes and electric bikes. Besides concerns about road safety, the physical difficulty of getting around with a bike is a major hold back for many people, preventing them from switching from car to bicycle. Electric bikes are a perfect solution as they are completely green, provide means for healthy exercise but have an electric motor to boost performance and make it easier and more comfortable to ride for those not up for long and/or regular rides or carrying their shopping relying on muscle power alone. But electric bikes are quite expensive and therefore out of budget for many. They are still much cheaper than an electric car though so more cost efficient for the government to support. For my own commute I would probably prefer one as it would save me the sweat (literally) and hence the need to shower and change every morning when I get into the office which make the overall bike commute quite a bit longer.
- Protection to all green spaces, support to make green spaces richer with planting trees, shrubs etc. to lure wildlife and biodiversity that support our existence.
Show less of commentAJNSTT04
Community Member 4 years agoI really hope that London does become greener in a way that is socially just. A couple of ideas include:
- Having more allotments and community gardens.
- Making cycling safer with cycle routes and provide more safe places to keep...
Show full commentI really hope that London does become greener in a way that is socially just. A couple of ideas include:
- Having more allotments and community gardens.
- Making cycling safer with cycle routes and provide more safe places to keep bicycles (as bikes get stolen all the time).
- Having green community spaces, plant trees and improve biodiversity (i.e. flowers on roofs for bees etc).
- Reduce traffic and subsidise public transport - invest in it so it is greener.
- Tax private landlords with EPC low ratings
- Have a recycling system like Sweden and move towards a zero waste system (or at least encourage more recyclable plastic that wont be exported abroad and incinerated).
- Tax and ban highly polluting vehicles, tax rebates for companies that use electric vans to deliver goods etc. (Tax rebates for companies that reduce single use plastic, invest in green projects/charities etc).
- Nationalise water, or increase fines for polluting the Thames and wasting water.
- Move the date from 2030 and 2050 to within the next 5 years, so its actually a green new deal.
Show less of commentPaolac
Community Member 4 years agoIt's GREAT,
But a big problem in London is the rubbish. We don't separate it, it's all facade. And we don't minimize product packaging. We are 20 millions day in and day out: this has an immense environmental impact. We should never...
Show full commentIt's GREAT,
But a big problem in London is the rubbish. We don't separate it, it's all facade. And we don't minimize product packaging. We are 20 millions day in and day out: this has an immense environmental impact. We should never consider selling it off to other countries with dubious policies, especially when we do not offer clean separated product.
- rubbish separation policies must be presented in a much clearer and immediate way. After 4 years I still hadn't got them, despite seeing the ads. I had to Google for half an hour. It must be crystal clear what the priorities are, and said in a reasoning that is easy! to remember.
- separated public bins must be tested against efficacy. If they are not reaching the scope, they must be covered with more useful stickers.
- businesses especially in central London must be OBLIGED to separate at least in the most relevant ways to the rubbish disposal process. I worked in many establishments and I can confirm that it is not separated, but by some small diligent pubs. Many big businesses producing loads of trash just play pretend with separation. It's unacceptable. There is a way to do it, especially if it was law.
Thanks.
Show less of commentAnonymous - account deleted
Community Member 4 years agoOne positive about the current situation is the rapid increase in numbers of restaurant tables on the street - it improves atmosphere, increases space for people and the loss of few parking spots is justified.
A great way to support low...
Show full commentOne positive about the current situation is the rapid increase in numbers of restaurant tables on the street - it improves atmosphere, increases space for people and the loss of few parking spots is justified.
A great way to support low carbon and circular business is to run a scheme incentivising people to shop there similar to the eat out help out scheme.
Show less of commentlydiabirtwistl…
Community Member 4 years agoim Pleased to see that the GLA is seeking a Green Recovery and encouraging active travel should be central to that. The GLA should seek to
1. Widen cycle lanes and pavements over the long term.
2. Provide car free zones outside schools...
Show full commentim Pleased to see that the GLA is seeking a Green Recovery and encouraging active travel should be central to that. The GLA should seek to
1. Widen cycle lanes and pavements over the long term.
2. Provide car free zones outside schools and parks, to ensure that parents/children feel safe cycling together
3. Provide free public cycle usage to under sixteens and place docking stations near to schools
4. Prioritise cycle theft, as would-be cyclists may be discouraged knowing that there’s little the police do in the event of a cycle theft
5. Ticket drivers who ‘stop’ in cycle boxes at traffic lights, to allow cyclists to feel seen and therefore, safer
Show less of commentPaul Bowers
Community Member 4 years agoWhat about the cyclists who ignore the traffic lights should they not get ticketed?
sometimes you end up stopped in a cycle box because something happened in front of you that you could not foresee for example perhaps the light is green...
Show full commentWhat about the cyclists who ignore the traffic lights should they not get ticketed?
sometimes you end up stopped in a cycle box because something happened in front of you that you could not foresee for example perhaps the light is green and you were moving but a vehicle in front collided with another forcing people to stop quickly. would it be fair to ticket them for that and do you have any idea how much that would cost to implement and administer?
Show less of commentRue
Community Member 4 years agoWhy not change to a recycling charge on packaging, bottles and cans at source? It's amazing what a financial incentive can do to change behaviour.
Why not change to a recycling charge on packaging, bottles and cans at source? It's amazing what a financial incentive can do to change behaviour.