Bring Your Own Cup
If there's a reusable cup in your cupboard, you're not alone... we know that 3 in 4 of us own a reusable cup already (Hubbub, 2024), yet most of us don’t use them day to day. In fact, only a third of us say we use ours at least once a month – that’s a lot of cups just sitting at home!
We’re a nation of hot drink lovers; the average Brit gets a takeaway drink more than twice a week, with 25–34-year-olds most likely to treat themselves. Reusable cups reduce waste and can save people money, but the biggest barrier people report is remembering to take their cup with them.
How do we inspire people to #BYOC?
Our research found that reminders alone aren’t enough. People need to believe in the value of using a reusable cup, like discounts on their coffee or a drink that stays hot. By focussing on the benefits, people will be more likely to overcome the barriers to using them.
Our campaign shared a simple message: by bringing your own cup, you reduce waste, save money, and make your drink truly yours. It’s worth it, every time.
We targeted 25-34-year-olds when they're happiest (and therefore more open to new behaviours) through:
- A pop-up installation in Cardiff, Manchester and London offering free coffee to reward those who brought their own reusable cups
- A playful social media campaign, featuring comedy and lifestyle influencers
- An ad campaign across YouTube and Spotify
What difference have we made?
After seeing the campaign, 97% of people said they're more likely to take positive action towards reuse and 3 in 4 people were more aware of the value of using a reusable cup.
Our pop-up Bring Your Own Cup coffee van served an average of 250 coffees per day, to anyone who brought their own cup, and we had over 4,000 conversations about reusable cups!
Help us spread the word, go on:
- Read and share our impact report
- Pair up with a friend to Bring Your Own Cup – start with our tips for a smooth switch to a reusable cup
- Start a reusables box at your workplace so you always have one near, or just keep a reusable on your desk
Keen to cut down on plastic?
Single-use wrappers, cups and containers can really stack up – that's why we’ve sorted through the noise to give you this 6-step guide on how to make reuse on the go easy.
See Hubbub in action
From Community Fridges that cut food waste to Ballot Bins that halve cigarette litter, our campaigns show what environmental action looks like in practice.