What's so bad about greenwashing?

I tend to believe that you can't really get too upset about anything if it's for the right reason and isn't causing any real negative impact. For example, I'm sure you know someone who likes to tell exaggerated stories, and although it may give you a chance to exercise your eyes from all the rolling, who is it really hurting? Does the same go for greenwashing - is it really hurting anything? 

I was recently given an article about a pending lawsuit targeting a company founded to assist large, big-name brands make their packaging and/or products more recyclable. They came up with some pretty catchy ideas and were often cited in the news for their innovative office design that was just as eco-friendly as their business strategy. Their existence and mission sounded like a wonderful addition to the recycling industry. 

They needed consumer buy-in. To get people on board, you must limit the amount of additional effort they need to put forth and make it sound simple. The message seemed to imply that you could easily recycle pretty much anything (cigarette butts, diapers, drink wrappers, straws, the list goes on and on). With the message focused on the recyclability of these items, they didn't focus on the quantities, where, how, or, if they did, the message was lost.

We felt an effect in the recycling materials we received. Material already riddled with contaminants began to get new non-recyclable items; cigarette butts, diapers, drink wrappers. Always contaminants but now people were shocked at our "claims" that they were not recyclable. Not only shocked but willing to argue. When we explained although these items *maybe* recyclable in small quantities, at specialty processors and collection sites, that ongoing, consistent markets were not available, and when received at our facility (and most if not all other materials recovery facilities) they were garbage. People were disappointed and would site news articles, advertisements, and social media posts as a source that these items could be recycled easily just like the standard plastic bottles. 

The company and those big-name brands are currently under scrutiny for making it all sound too easy and therefore slightly misleading. Trying to do the right thing but keep the message simple confused many consumers or at least gave them the warm fuzzy, guilt-free way out. So now what? How do we qualify "recyclable" items? How easy and consistent should the recycling option be to be considered truly recyclable? 

It is essential as a consumer to remember: 

1. Recycling doesn't happen until an old item is processed into something new (either in whole or part). Just throwing the material in the bin is not recycling and doesn't guarantee it will be recycled. 

2. Recycling cannot occur if no end-users require or want the raw material. The way you recycle (the contaminants you place in with your material) could eliminate or limit the impact your recycling may have. 

3. Contaminated material can not be a quality raw material to make something new. 

4. If made with recycled content, items can contain from .01% - 100% recycled content. 

5. Although both are better than the alternative there is a distinct difference between preconsumer and postconsumer recycling. Preconsumer never made it to the consumer and is typically recycled from the production process. Postconsumer is returned for recycling after use by the consumer. 

There is currently no standard in place or fact-checker to determine what is truly recycled into something new. As of right now, it's on the consumer to do their research and recycle with care. The best way to increase your recycling impact is to strictly follow processor rules and only drop off material that they can clearly accept and process. If unclear or unsure it's the consumers' job to find out and ask questions. Locate specialty sites that can accept your less common recyclables like grocery bags, batteries, light bulbs, electronic waste, etc. There are so many resources available, please do your homework and your part so that everyone's future will benefit. 

www.recyclewithcare.com