A new UBC study shows a lottery could change how we recycle. The study ran in B.C. and Alberta. Instead of a 10¢ refund per bottle, people were offered a tiny chance to win $1,000.
The result? Recycling jumped by 47%. People who took the lottery option returned almost three bottles each. Those with the standard refund brought back only two.
Why does it work? Researchers call it “anticipatory happiness.” The thrill of a possible prize motivates people—even if they don’t win. Countries like Norway already do this. Their reverse-vending machines offer either a refund or entry into a draw. Norway’s return rate is nearly 100%.
UBC researchers say the system is easy to roll out. Today’s machines can handle both refunds and lottery entries. They also stress: people should still have a choice. That protects low-income users who depend on small refunds. If used widely, this model could recover millions more bottles.