Posted on Sustainable Brands by Tom Szaky, this is an interesting article about a well known but relatively unsexy topic – consumer recycling. Can a communication campaign help make consumer recycling attractive and cost effective? Is raising awareness and education enough to trigger agency and behaviour change?
“A cloud seems to be looming over the recycling industry today. No matter where you turn, the reigning attitude seems about the same — the future of recycling is in trouble. Waste management companies are moving away from recycling now that it’s less profitable; the price of virgin polymer has plummeted; the lightweight packaging trend is removing value from potentially recyclable post-consumer materials, and municipalities and taxpayers are paying through the nose to recycle, making linear disposal methods such as landfilling look more attractive and cost-effective. This ultimately begs the question: What do we need to do — as marketers, recycling innovators and social leaders — to revive recycling?”
Click to read full article: How Marketing and Social Action Can Bring Back Recycling | Sustainable Brands
Image credit: Recycle Across America