Advancing Recycling

With plastics facing draconian legislative and regulatory threats in California, the industry faced an urgent need to rethink its decades-old “look at all the uses” rebuttal to a toxic “ban it all” narrative. Based on both polling and big data, the answer and the opportunity was clear as the product itself: leverage the power of “advanced recycling” to recapture and reuse every molecule. Then leverage the opportunity to rebut “can’t live with it,” by dramatically illustrating “can’t live without it” deprivation. Results are still pending, but as a preliminary matter, moving in the right direction.