Keep Britain Tidy partnered with Litterati to conduct a national baseline study on litter across more than 5,250 locations throughout England, Wales, Northern Ireland, and Scotland.

The sampling strategy was designed to be statistically significant across the UK, ensuring robust, representative data. By integrating additional datasets—including Land Use Type, the Deprivation Index, and Urban vs. Rural classifications.

The first year baseline delivered deep, actionable insights into the sources and distribution of litter; this permitted KBT to prioritize the types of interventions and areas to focus in order to reduce CBL.

 A follow-up study the following year measured the real-world impact of these interventions and showed up to a 17% reduction of cigarette butt littering, demonstrating how data can drive meaningful environmental change. Read More