From small recycling choice to meaningful environmental impact: Changing everyday recycling habits by making sustainability more accessible, engaging, and actionable for consumers.

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The Industry: Consumer Packaged Goods & Sustainability

The Rub: Did you know that by 2050, more than 9B people are expected to be living the world? by that time, the world’s  resources will be consumed faster than the rate we can replenish them, which ultimately means we need to be smart about consumption today. The bathroom is probably the biggest culprit of wasted consumption.

The Mindset: Either I recycle regularly and I could recycle even more things than I know about, or I’m not a regular recycler and don’t care, don’t have the time, or don’t live in a place that recycles.

The Urgency: Research clearly shows that many Americans aren’t recycling in the bathroom. Every minute that goes by and another toilet paper roll, shampoo bottle or shaving can is disposed in the trash, another pound of waste goes into your nearby landfill. There’s seriously no better time than now to inspire consumers to rethink everyday waste by transforming recycling into a simple act of healthier, more sustainable living.

The KPIs: volumes of recycling per household. Social reviews. Positive press. Youtube video uploads. Testimonials. Recyclable product sales.