Finding the right image for this task was not easy. On just about every walk through Dublin, I noticed some kind of CSR or sustainability initiative. While some were much stronger than others, the approach felt distinctly different from that in the U.S.

The above photo was taken during our tour of Airfield Estate. While the setup is simple, the details in the messaging make it a strong example of sustainability. We’ve all seen sorted trash before, but what makes this different?

Firstly, it is clear to the user which items should be disposed of in each bin. The graphics and color coding reduce the risk of improper disposal.

Additionally, there is an underlying message about the goods Airfield Estate promotes to its visitors. The ‘Black Bin’ carries a negative message, highlighting the amount of waste people in Ireland produce each year. In contrast, the ‘Brown Bin’ emphasizes a positive outcome, noting that compostable items can break down into soil within 180 days.

As a sustainable farm, this messaging ties back to Airfield Estate’s sustainable business goals. The more compostable items visitors consume, the more nutritious the soil for the farm.

It’s better for the farm, the visitors, and the environment.