In this series, we’ve been diving into the five essential requirements of a functioning recycling system. Building and linking these crucial pieces of the puzzle together is the roadmap for what we're calling The Recycling Reset.
The goal here is to envision what recycling could and should be, as opposed to what it currently is, and then build it, because we owe it to our children to give them a system that works, and our current one isn't just dysfunctional... it's broken.
Everyone knows our current recycling system is seriously flawed. Yet as we push for authentically sustainable and circular solutions we need to be sure we don't burn down the entire recycling barn just to get rid of a few rats.
As we noted in our last post, there are segments of recycling that function rather well despite the many obstacles they endure. Aluminum, fiber products, glass, and very select plastics, for example, make economic and environmental sense when systems function at a basic level.
And yet, these functioning parts of our recycling system can be improved dramatically by doubling down on what we know works and being very transparent about what doesn't.
Whether we're talking materials, money, or energy, the five steps of The Recycling Reset are all anchored in the premise of "use less." By cleansing and simplifying the process for all involved, especially consumers, we stand a far better chance of success.
Fortunately, many states have adopted legislation that they believe will put them on this path. Yet even if they're successful at implementing steps 1-3, which acutely address simplifying the recycling infrastructure, and bringing real truth to labeling, the next crucial step will be educating consumers, and that will involve a massive PR campaign to reintroduce The Recycling Reset to weary consumers.
Step 4 of the Recycling Reset: The Education Overhaul
Once our recyclable (and compostable) logos can be believed, which is no small feat, the next step will be bringing consumers up to speed. We're talking about a fresh, fun, and relentless public education campaign, like the iconic anti-litter PSAs of the 1970s, that will educate and inform people of this new framework, and how easy it will be for consumers to support it.
Anyone who lived through that sweeping campaign remembers how bold, omnipresent, and effective it was in changing public awareness and behavior regarding litter. That’s the kind of effort we’re talking about here.
We envision:
- Nationwide commercials across every public medium, both wide-spread and hyper-targeted to reach every demographic and community.
- K-6 classroom education programs to instill sustainable habits early.
- Billboards, radio and podcast spots, PSAs, and influencer campaigns all over civic gatherings, concerts, sporting events, and social media channels to ensure this message reaches everyone.
The focus of these campaigns will be on making new labeling laws and basic waste management rules crystal clear and easy to follow. People will learn that these new laws exist, and more importantly, how simple they are to follow.
While it would be tempting to start this education plan today, the fact is steps 1, 2, and 3 of The Recycling Reset need to be firmly in place first.
- Facilitating and supporting viable end markets for recycled materials.
- Improve collection and sorting systems to keep material streams clean and efficient.
- Enforce truth in labeling laws to decrease separation anxiety for consumers and collectors.
These first three steps are foundational. They allow us to confidently determine what belongs in recycling (and composting) bins and what doesn’t. Viable end markets inform material recovery centers, which in turn dictate labeling laws—creating a system optimized for efficiency.
The State of Recycling Today
Unfortunately, today’s recycling system is a house of cards. Collection rules vary wildly between municipalities, and labeling laws are a complete farce.
Thankfully, progress is being made. States like California, Colorado, Oregon, Maine and Minnesota have passed Extended Producer Responsibility (EPR) legislation. EPR puts the responsibility for waste management back on the producers, incentivizing them to create less waste in the first place.
While the specifics and implementation of these bills vary by state, they’re all striving toward the same goal: a version of The Recycling Reset.
Looking Ahead
Over the next five years, we’ll start to see which states are leading the way. Success will be easy to measure: whichever state increases recycling (and composting) rates dramatically—at the lowest cost to consumers—wins.
Keeping valuable materials in circulation isn’t rocket science. Neither is creating a system where labels reflect reality and consumer participation is easy.
We look forward to the day when we can launch this nationwide education campaign. But first, we need to lay the groundwork. Let’s build the infrastructure, put the systems in place, and then practice what we preach.