Are New Recycling Labels Misleading Consumers?

When you see a recycling label on a product, it’s natural to assume that the item can be easily recycled. However, the How2Recycle labeling system—a set of on-package recycling instructions being widely adopted by industry—raise important questions about its intent and the potential impact on consumer behavior.

The How2Recycle system, developed by the nonprofit GreenBlue, claims to clarify recycling processes and reduce consumer confusion. It includes designations like “Widely Recyclable,” “Check Locally,” “Store Drop-Off,” and “Not Yet Recyclable.” While at first glance this initiative appears to aim to promote transparency, a closer look reveals that it may have more nefarious intentions. The program received primary funding and support from groups representing producers of plastics that are not widely recyclable. This raises concerns about whether the labels genuinely educate consumers or mislead them into perceiving unsustainable products as more eco-friendly to influence purchasing behavior.

Who Funds How2Recycle?

Companies that use the labels, including major brands, retailers, and packaging manufacturers, fund the How2Recycle program through membership fees. Additionally, industry groups such as the Flexible Film Recycling Group (FFRG) of the American Chemistry Council (ACC) have provided financial backing. Notably, the FFRG represents producers of plastic films and flexible packaging—materials that are notoriously difficult to recycle.

GreenBlue, the nonprofit that developed How2Recycle, also has significant ties to the packaging and plastics industries. Executive Director Paul Nowak brings over 30 years of experience in the packaging sector, including roles at companies like Quad and other industry-related organizations. Additionally, GreenBlue’s Board of Directors includes representatives from corporations such as WestRock, Walmart, and The Clorox Company, representing questionable connections to the same industries producing hard-to-recycle materials.

Plastic films, like grocery bags and bubble wrap, and flexible packaging, such as snack wrappers and pouches, often combine multiple layers of different materials. These multilayer designs render them incompatible with most recycling systems. While some specialized facilities process these materials, limited infrastructure prevents most consumers from accessing these options. Despite this, the How2Recycle label often includes instructions like “Store Drop-Off” for plastic films, which may give the impression that these items are more recyclable than they truly are.

A Potential Intent to Confuse

The involvement of groups representing hard-to-recycle plastics in funding and promoting How2Recycle raises concerns that these organizations might be aiming to:

1. Enhance Brand Perception: A recycling label, regardless of its nuances, can lead consumers to perceive a product as more environmentally friendly. This can influence purchasing decisions, benefiting companies that produce or use such packaging.
2. Shift Responsibility: Recycling labels often place the onus on consumers to determine whether and how a product can be recycled. This deflects attention from producers and their responsibility to design sustainable packaging.
3. Deflect Criticism: Including labels like “Check Locally” or “Store Drop-Off” creates the appearance of addressing environmental concerns without requiring significant systemic change from the producers themselves.

The Reality of Recycling Plastic Films and Flexible Packaging

In Central Ohio, including Columbus, most curbside recycling programs don’t accept plastic films or flexible packaging due to the challenges they pose in recycling facilities. These materials can tangle in sorting machinery, leading to operational issues. While some retailers offer “Store Drop-Off” programs for plastic bags and films, participation is limited, and not all consumers have access to these options.

A Form of Greenwashing?

One might argue that these labels amount to a subtle form of greenwashing. Greenwashing erodes consumer trust and hinders meaningful progress toward sustainability by diverting attention from real solutions, like adopting packaging made from truly recyclable or biodegradable materials.

While How2Recycle has taken steps to provide more nuanced information, such as downgrading the recyclability of certain items, the system still heavily relies on the idea that consumers will navigate complex instructions and regional recycling disparities. For many, this is unrealistic.

What Can Consumers Do?

To navigate potential confusion and make environmentally responsible choices, consumers in Central Ohio can:

1. Verify Local Recycling Guidelines: Recycling capabilities vary by region. In Columbus, acceptable recyclable items include paper and cardboard; plastic bottles, jugs, tubs, and cups; glass bottles and jars; metal cans and cups; and cartons. Items like plastic bags, plastic film, and tanglers are not accepted in curbside recycling bins. City of Columbus – How to Recycle
2. Utilize Local Resources: The City of Columbus operates Waste and Reuse Convenience Centers, such as the one at 1550 Georgesville Road, where residents can drop off various recyclable materials not suitable for curbside collection, providing an alternative for responsible disposal. Franklinton Community Resource Guide
3. Reduce and Reuse: Prioritize reducing the use of single-use plastics and opt for reusable alternatives. By minimizing reliance on disposable packaging, consumers can lessen the demand for materials that are challenging to recycle.
4. Stay Informed: Regularly consult local resources like the Solid Waste Authority of Central Ohio (SWACO) and the City of Columbus’s recycling guidelines to stay updated on accepted materials and proper recycling practices. SWACO

While the How2Recycle labeling system aims to address recycling confusion, its financial ties to groups representing hard-to-recycle plastics call its true motives into question. By understanding the challenges and being critical of labeling systems, we can make more informed choices and advocate for systemic changes necessary to achieve genuine sustainability. Staying informed about local recycling capabilities and utilizing available resources are crucial steps toward reduction of our individual carbon footprint. At the same time, we must continue to pressure industry to develop and produce more responsible, sustainable, and truly recyclable packaging.