World Wildlife Fund (WWF)

Our Work:
Nationwide survey, public awareness research, panel survey, public policy

World Wildlife Fund (WWF) has made combating plastic waste a top priority. To inform this work, WWF twice retained Corona Insights to conduct research aimed at understanding public awareness of the issue, current behaviors around plastic usage and recycling, and general attitudes toward plastics in the United States. In addition to understanding the distinct public views on plastic as a material, especially for consumer packaged goods, we also explored public support for potential solutions to plastic waste, and perceptions of the responsibilities of various entities. To ensure the reliability of results, we paid careful attention to survey design and sampling, implementing a probability-based panel to ensure the results would be representative of the US population overall. While results from this research were used to inform messaging campaigns directed toward the general public, the report itself primarily assisted WWF’s efforts to craft legislation around plastic waste management. Results were also shared with members of Congress and their staff and were widely publicized by WWF, which led to widespread coverage in numerous national publications including Forbes and The Hill.