Littering now ‘socially unacceptable’ among young people

Littering is now seen as ‘socially unacceptable’ among young people – however almost 1 in 4 still do not regard gum as litter.

This is according to new research published by the Gum Litter Taskforce (GLT) today to mark the launch of its 2026 campaign.

The findings highlight that while young people are increasingly conscious of littering, there is still a gap in awareness of what constitutes litter, highlighting that work remains for the Taskforce.

However, more broadly the research showed very high levels of compliance – over 9 in 10 (92%) people now report properly disposing of their chewing gum.

This is the highest level of proper disposal since the Gum Litter Taskforce campaign launched in 2007, which is reflected in the record low levels of gum litter on the streets; gum now makes up just 7.3% of all litter, a 72% decrease in levels since the Gum Litter Taskforce first began.

First established as a collaboration between industry, government and local authorities in 2007, the Gum Litter Taskforce, which is funded by Mars Wrigley, has helped drive sustained behaviour change across Ireland for almost 20 years via interactive roadshows delivered in conjunction with local authorities, and via its school education programme, Bin It!

The Summer Roadshow, which will travel across the country over the months of June, July and August, reinforces the importance of responsible disposal and the wider principles of waste management as part of Ireland’s transition to a more circular economy.

Avril Donlon, Gum Litter Campaign Manager at Food Drink Ireland, added: “This latest research shows real momentum behind the campaign, with more young people not only recognising that littering is unacceptable but acting on it. Our focus is on reinforcing those positive behaviours and continuing to make responsible gum disposal the norm for all demographics. This summer, we’re particularly excited to bring the campaign to festivals across the country and connect with audiences.”

Anne Sheeran, Corporate Affairs Manager at Mars Wrigley, said: “We at Mars Wrigley are proud to support the Gum Litter Taskforce as part of our broader commitment to responsible business and sustainability.

“This campaign is delivering measurable change and helping to shape positive habits, with more people choosing to bin their gum and encouraging others to do the same.

“Through continued collaboration, we can build on this progress and further reduce gum litter in our communities.”

This year’s campaign will include a Summer local authority roadshow visiting counties nationwide, including engagements at a number of festivals across the country, alongside the ‘Bin It!’ schools programme, which will return to primary and secondary schools from October.

A national advertising campaign will also run across TV, online and out-of-home channels, supported by educational resources available at www.gumlittertaskforce.ie.