Data, Butts & Behavior Change
🚭 Keep Britain Tidy x Litterati
What happens when you combine smart data, tough questions, and thousands of cigarette butts?
You get real change.
In 2025, Keep Britain Tidy and Litterati completed the UK’s most ambitious cigarette litter study ever, tracking pollution across more than 5,000 locations and two years of interventions.
The results?
📉 A 17% drop in cigarette butt litter across England
📍 Big reductions in the most affected areas: town centers, roadsides, retail spots
🧠 Smarter targeting in deprived areas, where impact was highest
🧰 Portable ashtrays, targeted messaging, local authority partnerships, and it worked
This wasn’t just awareness. It was behavior change, backed by AI, on-the-ground action, and sharp strategy.
And the best part?
It proves something we believe at Little Corners too: If you measure what matters, people show up. And things get better.