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![Consumer Anecdotes
“I value their effort to care for the environment.”
“[I] applaud companies that
care enough to make recycling
easier.”
“Any company that cares to
do their best for the
environment matters to me,
and I will support them.”
“I really appreciate the
extra info and hope that
soon all products will carry
them! Thank you!!!”
“I do find it challenging to reduce waste and find the information needed to
recycle… I appreciate your making more information available through this
program and website… Thanks!”
More products should do this!! It takes
away the "guessing game" of recycling.](https://image.slidesharecdn.com/how2recyclepresentation5-140707110123-phpapp01/75/How2Recycle-presentation-7-7-2014-28-2048.jpg)
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How2Recycle presentation 7/7/2014
- 1. Clear. Consistent. Concise. Recyclinglabels that make sense.
- 2. How2Recycle is anon-package recycling label developed by the Sustainable Packaging Coalition, a project of the non-profit GreenBlue.
- 3. The Sustainable PackagingCoalition An industry working group dedicated to creating a robust environmental vision for packaging… …consisting of approx. 200 member companies, educational institutions, and government agencies involved with the packaging supply chain.
- 4.
- 5. The Problem 1. Unclearlabels confuse, greenwashing is common 2. No consistent labeling system exists across all material types or components 3. Legal guidance is ignored or inaccurately interpreted 4. Consumers desire transparency and proactive sustainability efforts from companies, but remain skeptical http://www.greenblue.org/publications/labeling-for-package-recovery/
- 6. Problem: The “RecyclingNumbers” The “plastic numbers”, or Resin Identification Codes (RICs—formerly known as SPI codes), are not recycling labels. They only indicate the material type. RICs were never intended to be a consumer communication tool or to make recyclability claims, though the requirement remains for their inclusion on certain packaging in over 30 states. The FTC Green Guides state that using a RIC as a recyclability indicator is a misleading claim if it is not placed in an “inconspicuous location” (for those materials not available for recycling by 60% or more of the population). Communities often use RICs to communicate what plastics citizens can recycle. However, consumer testing continues to show that the general public generally does not understand RICs. How2Recycle reduces this confusion with a first line of clear communication, while remaining compatible with communications that continue to use RICs.
- 7.
- 8. Solution: How2Recycle An on-packagerecycling label that follows Federal Trade Commission guidelines, labels each packaging type and format, conveys sustainability leadership, and contributes to larger and cleaner recycling streams.
- 9. What Does FTCSay? 1. If a material is recyclable by at least 60% of the US population, a recyclability claim can be made. Access can be at curbside or drop-off facilities 2. Any recycling claim for a material under 60% access must be qualified. The lower the access rate, the greater the qualification required. 3. If a material is, or contains, a known contaminate to the recycling stream, a recyclability claim cannot be made.
- 10. At least 60%of the U.S. population has access to recycling this package type at curbside or drop-off locations. Widely Recycled Limited Recycling Not Yet Recycled Between 20 – 60% percent of the U.S. population has access to recycling this package type at curbside or drop-off locations. Less than 20% of the U.S. population has access to recycling this package type at curbside or drop-off locations OR This material is a known contaminant to recycling systems. What does How2Recycle Say?
- 11.
- 12. Plastic Bags, Films,and Wraps • “Clean and dry” messaging for HDPE (#2) and LDPE (#4) flexibles • Access at retail drop-off bins • Partner ACC’s Flexible Film Recycling Group supports the plasticfilmrecycling.org website and related materials • Poster for retail use • Additional partnership with the State of Wisconsin includes consumer education campaign • Sponsorship funding available for use on-package
- 13. Design: Based onSuccess • On Pack Recycling Label, a partnership w/ the British Retail Consortium • Used by more than 100 companies on over 60,000 product lines • Companies pay £700 annually to use the label • Retailers say it has improved understanding of recyclability www.onpackrecyclinglabel.org.uk
- 14. Vision Be the “standard”for U.S. recyclability labeling Be on the majority of consumer goods packaging by 2016
- 15.
- 16. Timeline • 2008: SPCmembers initiated; design exercise provided label options • 2009/2010: Qualitative consumer testing; designs refined; Extensive FTC consultation • 2011: Quantitative consumer testing provided by outside research firm • 2012: Soft Launch • 2013: Full Launch, Continued FTC Consultation; Canada How2Recycle soft launch
- 17. Access to RecyclingData Each packaging component is labeled based on actual access to recycling data. The SPC is currently leading a project to develop a consistent methodology for these studies. The following resources were used to determine access rates. Access to Recycling Studies • American Forest & Paper Association (R.W. Beck/SAIC—12/10) • American Beverage Association (R.W. Beck/SAIC—2009) • American Chemistry Council (rigid and film plastics) (Moore Recycling - 4/11; 4/12; update 3/13) Secondary Filter is Technical Recyclability: labels and special messaging adjusted for known problem materials or contaminates in the recycling stream
- 18.
- 19. Consumer Testing • Threequalitative tests over 2010 and quantitative testing in 2011 • Conclusions: – A simple label is best – Consumers do not confuse the label with recycle content – RICs are misunderstood and do not help consumers recycle – 68% of consumers say that “not yet recycled” has no impact on their likelihood to buy – The mobius loop and chasing arrow symbols are very helpful for consumers – The website address conveys the intent of the label: www.how2recycle.info id
- 20. Strategic Partnerships • KeepAmerica Beautiful (KAB) – KAB has endorsed How2Recycle. Ongoing coordination on programs. • State and Local Governments – Working with a variety of governments to provide outreach, education, and congruency with local recycling programs. • Industry Associations- Collaboration with groups collecting access to recycling data or with interest in recycling labeling (ACC, APR, GMA). • Retailers - Providing outreach to retailers directly and through trade groups (FMI). • Endorsements – Including Keep America Beautiful, New York City Department of Sanitation, State of North Carolina, StopWaste.Org, and New York State Association for Reduction, Reuse, & Recycling
- 21. FTC & GovernmentInput • We consulted the FTC extensively for design recommendations and input on consumer testing (Note: FTC does not provide formal “approvals”) • We incorporated design elements per FTC recommendations, including the use of www.how2recycle.info as a method to reinforce the purpose of the label • How2Recycle follows FTC Guidance for recycling claims – Appropriately qualifying recyclability when access is less than 60% – Using specific messaging and instructions when a component causes problems in recycling • We will continue to consult the FTC and government agencies for feedback
- 22. FTC & GovernmentInput • The US Environmental Protection Agency participated in the project team that helped develop the program. • A local government working group led by New York City’s Dept. of Sanitation provided valuable feedback. Specifically, this led to special messaging to make sure certain containers have instructions to empty before recycling. • Local governments help us spread the word and inform their residents about How2Recycle. • We continue to work to collect endorsements from government agencies. • We will continue to consult with the FTC and government agencies for feedback.
- 23.
- 24. Measuring Success • Companyuptake • Feedback from participating brands, local governments • Media impressions • Web visits • Bale audits (in conjunction with ACC) • Consumer feedback survey Annual Report available for download at www.how2recycle.info
- 25. How would youdescribe your experience with the How2Recycle label? Overwhelmingly Positive 40% Somewhat Positive 36% Neutral 19% Negative 5% Somewhat to Overwhelmingly Positive = 76% N=660 Total Population
- 26. Is How2Recycle easyto understand? Easy to Understand 53% Somewhat Easy 31% Somewhat Unclear 11% Unclear 5% Somewhat Easy to Easy to Understand = 84% N=667 Total Population
- 27. If you sawthe label on a product, what is your impression of the company that makes the product? More Positive 80% The Same 16% Less Positive 4% N=639 Total Population
- 28. Consumer Anecdotes “I valuetheir effort to care for the environment.” “[I] applaud companies that care enough to make recycling easier.” “Any company that cares to do their best for the environment matters to me, and I will support them.” “I really appreciate the extra info and hope that soon all products will carry them! Thank you!!!” “I do find it challenging to reduce waste and find the information needed to recycle… I appreciate your making more information available through this program and website… Thanks!” More products should do this!! It takes away the "guessing game" of recycling.
- 29. Some Confusion Aroundthe RICs “I understand the basics of the different plastics 1-7, and I understand that they are different, and generally can't be recycled together, but I don't understand why we can't recycle all 7 types of plastic consistently throughout the whole USA. Also, it gets confusing thinking of styrofoam, foam, pvc, etc as a type of plastic.” “#1 & #2 are the most valuable to the recyclers. The rest in very high percentages end up being bundled and shipped to China in a nitrous oxide spewing ship. Might as well send it to a local landfill.”
- 30. Survey Conclusions • Consumersgenerally have a positive experience with the label at first exposure. • The Store Drop-off Label for plastic film recycling in particular has driven behavioral change. • While there is always a learning curve with new programs, How2Recycle is easy to understand by design. • Consumers think highly of companies that use How2Recycle. They like that companies are making and effort and care about the environment. Consumers also indicated that using How2Recycle showed the company had a broader sustainability motivation.
- 31. MEMBERS OF THEHOW2RECYCLE LABEL PROGRAM
- 32.
- 33. Fees Tiered Annual Feefor company-wide use: Annual Revenue: SPC Members Non-Members Less that $10 million $2,000 $3,000 Between $10 million and $1 billion $3,000 $4,500 Exceeding $1 billion $4,000 $6,000 One-time setup fee of $1,500, waived if License Agreement is signed without negotiation. Companies or individual brands within companies may join using the revenue categories above. If a single brand joins, the fee is based on the brand’s revenue. FEE SPONSORSHIPS ARE AVAILABLE FOR: • Use of the Store Drop-off Label, Courtesy of the American Chemistry Council’s Flexible Film Recycling Group. • Alameda County Businesses, Courtesy of StopWaste.
- 34. Communications & Outreach Website www.How2Recycle.info Info,feedback survey, and photos Social Media Facebook.com/How2Recycle Twitter.com/How2Recycle Print and Web Media News coverage to industry and beyond Presentations Conferences and webinars
- 35. Why Use theHow2Recycle Label? • Support and grow an industry-wide endeavor • Demonstrate leadership and promote recycling behavior • Encourage clear and transparent recycling communication • Easily comply with Federal Trade Commission Guidance • Improve and increase clean streams of recycled materials • Pre-launch consumer testing and current findings confirm How2Recycle’s effectiveness
- 36. Steps to Join 1.Sign the How2Recycle License Agreement. 2. GreenBlue will provide artwork, which must be used unaltered. 3. Send on-package design to GreenBlue for approval (not needed for every SKU). 4. Provide information on relevant company website (GreenBlue provides suggested content). 5. Provide GreenBlue with some basic information to maintain program statistics (details in License Agreement). http://www.how2recycle.info/how2join/
- 37. Thank you! Anne Bedarf SeniorManager, GreenBlue [email protected] 434-817-1424, ext. 314 Danielle Peacock Project Manager, GreenBlue [email protected] 434-817-1424, ext. 327 GreenBlue www.greenblue.org Sustainable Packaging Coalition www.sustainablepackaging.org How2Recycle’s Website www.how2recycle.info How2Recycle Gallery of Packages www.how2recycle.info/gallery