Beyond plastic recycling: What businesses need to do to reduce waste, for real

Reduce, reuse, despair? Recent findings, including a report from the Center for Climate Integrity, underscore what many have long suspected: traditional recycling isn’t cutting it. Despite decades of recycling campaigns and initiatives, it turns out that the majority of plastics still end up in landfills, incinerators, or polluting our oceans.

Between 1950 and 2015, over 90% of plastics were landfilled, incinerated, or leaked into the environment, according to the report. And as of 2021, the US recycling rate for plastics is estimated at just 5-6%.

With this growing awareness about the realities of plastic recycling, consumer skepticism is on the rise—and the pressure is on for businesses to take meaningful action.

Plastic recycling: A reckoning

For years, recycling has been presented as the ultimate solution to the plastic pollution crisis. Consumers could be comforted by the three green arrows on their packages, and know they were doing something good.

…Right? We were, weren’t we?

(🦗 🦗 🦗)

Apparently not. From contamination and inefficiency to the economic infeasibility of processing many types of plastic, it turns out our traditional recycling systems are deeply flawed. In fact, only a small fraction of plastic waste is actually recycled (despite how much goes into the green bins), with the rest contributing to the growing environmental burden.

And while consumers are willing to take action, many feel like the onus should fall on the corporations producing and manufacturing plastics. They’re demanding corporate action and accountability.

Businesses are now confronted with a critical choice: continue to rely on a failing system, or step up and take more substantial action. But how?

To truly address plastic waste, we need to think holistically. This means not only improving recycling solutions, but also reducing plastic use at the source, investing in alternative materials, and educating consumers about the realities of plastic waste.

In doing so, companies can help lead the way in creating a more sustainable future.

Embracing innovation for recycling 2.0

The limitations of traditional plastic recycling have become increasingly apparent. But before throwing the baby out with the bathwater, a number of companies and organizations are working to make recycling more effective.

Enter recycling 2.0. This approach uses innovative technologies and solutions to overcome the shortcomings of conventional methods, offering a more effective and impactful solution to plastic waste.

Recycling 2.0 is all about using advanced tools like AI and robotics to improve the efficiency and precision of recycling processes. These technologies enable more accurate sorting of materials, reducing contamination and ensuring that more plastics are successfully recycled.

Other smart waste management tools help optimize waste management processes through data collection and analytics.

Chemical recycling is another item often included in lists of emerging recycling solutions, thanks to its ability to break down complex plastics into their basic components, making them recyclable. However, there’s a lot of debate as to its effectiveness and some argue it may actually be 10x-100x worse for the environment than plastic production.

Still, recycling alone isn’t enough. True innovation means reducing our reliance on plastic in the first place. Businesses have the opportunity to lead by example, investing in alternative materials that are sustainable, but also meet the functional needs of their products.

More than 40% of plastic waste that escapes into nature comes from packaging, according to the New Earth Project, a sustainable packaging firm.

Compostable and biodegradable plastics, reusable packaging, and minimalist designs are just a few of the alternatives that companies can adopt to reduce their environmental footprint.

Packed with purpose: Sustainable packaging examples, stats, and how-to tips

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Designing for the circular economy

The concept of a circular economy has gained traction as a powerful framework for reducing waste and maximizing resource efficiency.

At its core, a circular economy is about designing products and systems that keep materials in use for as long as possible, reducing the need for new resources and minimizing waste. It goes far beyond recycling of plastic and other materials. For businesses, adopting circular economy principles can help them compete in a world that increasingly values sustainability.

For example, automotive manufacturer Groupe Renault has integrated circular economy practices throughout its operations. They now design vehicles with recyclability in mind, using recycled materials in production, and developing advanced end-of-life processing techniques.

Of course, any business, regardless of its sector, can adopt these practices by starting with product design. This means choosing materials that are easier to recycle, designing products that can be easily disassembled and repurposed, and considering the entire lifecycle of a product—from production to disposal.

Collaboration is key to making this transition. Businesses must work closely with suppliers, recycling partners, and other stakeholders to develop systems that support a circular approach.

That way, they can ensure that the materials they use are sourced sustainably, but also are capable of being reintegrated into the production cycle at the end of their life.

The benefits of a circular economy are significant: reduced environmental impact, cost savings through resource efficiency, and a stronger, more resilient brand that resonates with consumers who are increasingly value sustainable products. It requires investment and innovation, but the rewards are well worth the effort.

Getting real about plastic recycling + sustainability

As awareness of problems associated with plastic recycling grows, so too does skepticism towards businesses’ sustainability claims. Greenwashing—giving the impression of environmental responsibility without meaningful action—has become a major concern. Transparency and accountability are essential components of building and maintaining consumer trust.

Consumers are more informed and discerning than ever before. They expect companies to back up their sustainability claims with real, verifiable actions. This is where transparency comes into play. Businesses need to be open about their practices, clearly communicating what they are doing to reduce plastic waste and how they are making a positive impact on the environment.

Take CVS Health as an example. The company’s made a public commitment to reducing plastic waste. They regularly report on their progress, but also invite consumers to hold them accountable. This openness helps build trust and sets a standard for other businesses to follow.

It’s not enough to set ambitious sustainability goals—businesses must also be willing to track and report their progress, admit shortcomings, and continuously strive for improvement. This creates a feedback loop where businesses can learn from their experiences, adapt their strategies, and continually improve.

What is circular economy: Definition, benefits, opportunities

Instead of the take, make, and waste dynamic of the linear economy, the circular economy is all about recycling, reuse, and repurposing. Learn the benefits and ways businesses can get circular.

Keeping ahead of plastic waste regulations

As the global focus on plastic waste intensifies, so too does the regulatory environment surrounding it. Governments around the world are introducing stricter regulations aimed at reducing plastic use and improving waste management.

In the United States, the Environmental Protection Agency (EPA) has been ramping up efforts to address plastic waste through various initiatives and regulations.

Internationally, frameworks like the United Nations’ Basel Convention, which regulates the generation and movements of hazardous waste (including certain types of plastic), increasingly influence how businesses operate globally.

One of the most significant trends in plastic waste regulation is the rise of Extended Producer Responsibility (EPR) programs. These programs place the onus on producers to manage the entire lifecycle of their products, including the costs associated with recycling and disposal. EPR is gaining traction as a powerful tool to incentivize businesses to reduce plastic use and invest in more sustainable alternatives.

The companies that succeed in this environment will be those that view plastics regulation not as a burden, but as an opportunity to innovate and differentiate themselves. By staying ahead of the curve, businesses can turn regulatory compliance into a competitive advantage, earning the trust of consumers and setting a new standard for the industry for a healthier planet.