Where It All Began
The concept of lottery recycling first gained traction in Oslo, Norway, where local authorities sought creative ways to boost recycling rates. Instead of merely asking citizens to recycle, they offered the chance to win money by doing so. Participants would deposit plastic bottles or aluminum cans into reverse vending machines and receive a lottery ticket in return instantly giving them a shot at cash prizes. The idea sparked “anticipatory happiness,” a term used by psychologists to describe the joy people feel simply by imagining they might win something.
Spreading Across the Globe
Since its success in Oslo, the program has expanded across Europe and beyond. Stockholm and Berlin were early adopters, quickly seeing measurable increases in recycling participation. In North America, British Columbia was among the first to experiment with the model, incorporating lottery incentives into their bottle deposit system with promising results. In the United States, San Francisco, Seattle, and Austin now operate pilot programs, with New York City recently rolling out its own version in several boroughs. Each city or region adjusts the payout system, but the premise remains the same: recycle and earn a ticket for a cash prize.
The Psychology Behind the Success
The combination of environmental responsibility and a possible monetary reward has proven to be powerful. Participants report that even small chances of winning generate the kind of anticipatory happiness that keeps them coming back. It transforms a mundane task into something exciting and hopeful. Studies show recycling rates increased by as much as 40% in cities with active lottery programs.
Looking Ahead
As the climate crisis intensifies, cities are searching for solutions that not only work but engage the public in meaningful ways. Lottery recycling has emerged as an effective behavioral nudge—tapping into human emotion while reducing waste. With more municipalities expressing interest, this playful yet purposeful program could soon become a global standard for recycling innovation.