For Brands to Truly Commit to Sustainability, We Need to Change Expectations Around Packaging

Recycling has a branding problem

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Every day, there’s a new story about plastic packaging finding its way into our oceans or our landfills. Single-use plastics are a huge problem for the recycling industry, obviously, but it may surprise you to discover that this crisis is also largely about branding. That’s because most plastic is generated by consumer packaging, and packaging is driven by branding.