Dive Brief:
- On April 21, Recycle Across America (RAA) and television network Pivot will host a summit event in California, bringing in major US brand leaders and celebrities to address problematic recycling programs and their economic and environmental impact on businesses, manufacturers, and oceans.
- The Brand Leaders Solution Summit includes a presentation on standardized labeling for bins—a system adopted by Bank of America, NBC Universal, Whole Foods Market, Hallmark, as well as counties, airports and schools across the country. The standard label has increased recycling levels between 50% and 100%, according to RAA.
- There will be a live-stream photo shoot by celebrity photographer Timothy White, showcased on PSA spots nationwide with subjects including Kristen Bell, Anthony Mackie, Angie Harmon, Alanis Morissette, and Bill Maher, among other famed personalities.
Dive Insight:
Messaging is a powerful mechanism for impacting change, with communication especially key to getting consumers to use and recycle materials as they are intended to be. That is largely what the summit and following party are positioned to do: leverage big names in business and fame to communicate a recycling mantra.
The standardized recycling label works in a similar way, calling attention to the importance of proper recycling. But a label with a clear and consistent message also helps to alleviate confusion among consumers on what can be recycled, ultimately helping to facilitate closed loop manufacturing. A national focus group found the standardized labels were associated with higher recycling levels, better quality of materials, and less contamination.
Speaking of the overall vision for recycling conceptualized by those who will come together for the event, RAA Executive Director Mitch Hedlund said in a statement, "We are proud of the brand and entertainment leaders that are advancing this critical solution to help recycling begin to thrive in the US, at a time when it needs it the most ... Recycling is the number one thing society can do to help the environment, the economy and sustainable manufacturing as well as to protect the oceans, but it requires people to recycle right."
