Are we stuck in a 1989 recycling commercial?
By Maggie Dumouchel, GSG’s Business Manager, and a recent transplant to Winnipeg, MB
Is it just me, or does Winnipeg’s approach to waste reduction feel a little … behind the times? Not the people, to be clear. The infrastructure.
As a newcomer to Winnipeg, there’s so much to love about this city. But I have to admit: I was pretty surprised by the state of waste reduction here. Finding a public blue bin downtown or in parks feels like a treasure hunt, and city-wide curbside composting is still a work in progress.
Then I started seeing the local ad campaigns, the "Good Karma" posts, the "You Drink It, You Bin It" slogans, and commercials explaining why we should recycle (including the one guy who does it so people think “he’s one of them Electric Vehicle types”). Honestly, every time one pops up, I’m transported right back to my childhood!
Recycle Everywhere’s “You drink it. You bin it.” campaign
Most of us learned the 3 R's in elementary school decades ago (it’s now the 4 R’s, did you know that?). Winnipeggers don't need a refresher course on why recycling matters, we already get it. The issue isn't a lack of awareness; it's that our waste infrastructure hasn't kept pace with the messaging.
Marketing is great, but an ad campaign can't replace accessible infrastructure. What happens when a campaign ends at a dead end, or a lone garbage can? Money and time are wasted, and genuine effort goes unrealized. And when nobody quite understands what went wrong, the answer is usually another campaign. Hence ads that transport us back to the '80s, when we were still debating acid rain.
That said, I’m genuinely optimistic about what Winnipeg could be. Coming here fresh, I can see how passionate and community-driven this city is. We clearly have the heart to lead on sustainability, we just need the tools to match.
Here is how I’m choosing to respond, and how we can move forward together:
Use the ads as a spark, not a lecture: Let's take the momentum behind these campaigns and turn it into a push for real upgrades, like more public blue bins and expanded community compost hubs.
Focus on what we can control: While municipal systems catch up, we can double down on reducing single-use items, exploring local drop-off options, supporting neighborhood green initiatives, and celebrating (and sharing!) the good news!
Show the city we're ready: Let's prove that Winnipeggers don't need to be persuaded anymore, we just need the bins to put our waste in, and the education to know what belongs where.
Winnipeg has incredible potential. I’m grateful to see any messaging about recycling or sustainability (and honestly, a few of these ads I found quite funny!), but I think the focus has to be given to building up the infrastructure and educating the public on what more can be done than just the blue bins (for instance, did you know you can recycle your old mattress at electronics at the Indigenous owned Mother Earth Recycling?).
Let's build a recycling system that matches the spirit of the people living here. Winnipeg is ready for 2026. Let's leave the 1989 commercials where they belong.
How has your experience with recycling been in your neighborhood? Tell us about it!
