Walk along the seafront or through the Lanes after a busy weekend and the evidence is hard to miss.
Takeaway cartons wedged behind benches, coffee cups abandoned and the familiar tangle of plastic bottles, food wrappers and cigarette ends that accumulate wherever crowds gather.
Even in quieter neighbourhoods, windblown litter gathers in gutters and hedgerows, creating a sense that the city is constantly fighting a tide of waste.
I live near a very popular local burger chain. Outside the shop is a bin, but occasionally we get the odd wrapper or paper cup blown into our driveway.
Last week was different. A car parked opposite. They bought some meals and ate them sitting in the car.
Less than six feet away, there is a row of bins that service the flats opposite. Yet the driver and passenger simply rolled down the windows, threw their rubbish out and drove away. Unfortunately, I didn’t get the registration number of the car.
How on earth could they think this was acceptable?
The issue is neither new nor unique to Brighton and Hove, but it feels particularly jarring in a place that markets itself as environmentally conscious and forward-thinking. The problem is not simply the volume of visitors, though tourism certainly adds pressure.
It is the normalisation of littering itself, a creeping acceptance that the beach, the roads and gutters will be strewn with rubbish. This resignation is perhaps the most troubling aspect of all.
Other countries offer a revealing contrast. When I visited Tokyo, I noted that public bins are scarce, yet the streets remain remarkably clean. Why? Because people take their rubbish home as a matter of social expectation.
In Switzerland, civic pride and environmental education create a culture in which littering is seen as a breach of community trust.
Singapore’s famously strict laws punish people who litter harshly. It starts with a $300 fine but can rise to $10,000 or jail for persistent offenders.
In these countries, littering is not just discouraged, it is socially unacceptable.
The UK, by comparison, has struggled to embed such norms, and Brighton and Hove reflect that national challenge in microcosm.
The city’s litter problem is not simply a matter of infrastructure. Brighton and Hove City Council have increased bin provision along the seafront, introduced large-capacity “Big Belly” bins, and deployed seasonal cleaning teams.
Volunteers from groups such as Surfers Against Sewage, Leave No Trace Brighton, and the many neighbourhood litter-picking collectives regularly fill bags with rubbish that should never have been dropped in the first place.
Yet the problem persists, suggesting that the root cause lies not in the number of bins but in the attitudes and behaviours of the people who use or ignore them.
Changing this dynamic requires more than fines and signage. It requires a cultural shift in how people perceive their relationship with the city. Behavioural psychology suggests that people are far more likely to act responsibly when they believe others expect it of them.
In places where littering is rare, it is not because individuals are inherently more virtuous but because the social cost of littering is high. No one wants to be the person who breaks the norm.
Brighton and Hove need to cultivate that same sense of social expectation, where dropping litter is not just frowned upon but embarrassing.
Community engagement is a powerful tool in this effort. The city already benefits from a strong network of volunteer groups, and their visibility helps reinforce the idea that public spaces are shared spaces.
When people see their neighbours picking up rubbish, it subtly shifts the social landscape. But these efforts need to be supported by consistent enforcement.
Fines for littering exist, but are they used enough? The perception that you can drop rubbish without consequence undermines any attempt to shift behaviour.
Visible enforcement, particularly during peak times on the seafront, would send a clear message that littering is not tolerated.
Businesses must also be part of the solution. Single-use packaging from takeaways and beachside vendors is a major contributor to the city’s litter problem.
Encouraging or requiring businesses to reduce unnecessary packaging, provide clearer disposal instructions, or participate in deposit return schemes could significantly reduce the volume of waste left in public spaces.
Ultimately, Brighton and Hove’s litter problem reflects a broader tension between individual behaviour and collective wellbeing.
It raises questions about how people value the spaces they share and the extent to which they feel responsible for their upkeep.
Changing this dynamic will require political leadership that recognises the importance of environmental quality, not just for aesthetics, but for public health, tourism and community cohesion.
Dr James Williams is an emeritus reader in science education and communication.
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