Chapter 1: The Recycling Deception

In 1977, New Zealanders were confronted with plastic debris littering their shores, prompting policymakers to seek solutions to curb the escalating plastic crisis. In light of potential regulations that could threaten their business, plastic manufacturers devised a strategy to desensitize the public to plastic waste: the promotion of recycling.

The core idea was straightforward: if consumers believed recycling was effective, they would feel less guilt about disposing of plastic products. The narrative positioned recycling as a remedy, suggesting that if people simply sorted their waste, the pollution problem would vanish. However, industry leaders worried this approach could backfire, leading to decreased demand for new plastics. Their fears were somewhat alleviated by a leaked memo revealing doubts about the economic viability of recycled plastics.

Whenever there was a hint of regulatory action, manufacturers lobbied for efforts to focus on enhancing recycling processes rather than addressing the fundamental issues of plastic pollution. This misleading narrative became a crucial distraction from the real environmental concerns.

Larry Thomas, the former president of the Society of the Plastics Industry, acknowledged the success of this strategy. Despite his later revelations about the industry's deceptions, the recycling concept had become so entrenched in public consciousness that many were reluctant to hold manufacturers accountable for environmental degradation, instead blaming consumers for not recycling properly.

> "If the public thinks the recycling is working, then they're not going to be as concerned about the environment."

> – Larry Thomas, former president of the Society of the Plastics Industry

After decades of effort to perfect recycling systems, only 9% of plastics reaching recycling facilities are transformed into new products; the rest is either discarded or incinerated, releasing harmful toxins into the atmosphere. Unfortunately, Thomas' admission came during the pandemic, a time when major media outlets like NPR and PBS attempted to raise awareness, but few paid attention as single-use plastics continued to proliferate.

Lew Freeman, a former vice president of government affairs at the Society of the Plastics Industry, candidly admitted that recycling was never intended to provide a real solution to the environmental crisis. He stated, "There was never an enthusiastic belief that recycling was ultimately going to work in a significant way."

Section 1.1: The Industry's Optimistic Rhetoric

Despite the lack of substantial progress, current industry leaders maintain that recycling remains in its early stages. Jim Becker, vice president of sustainability at Chevron Phillips Chemical Co., expressed optimism, claiming, “It truly is not just PR… We want to solve this.”

However, this optimism is often contradicted by the interests of those advocating for recycling. Although theoretically, all plastics should be recyclable, current technology requires twice as much energy to produce a product from recycled plastic compared to manufacturing it anew.

With the bulk of funding for recycling research coming from the plastics sector, it is not surprising that advancements have stagnated since the 1980s.

Subsection 1.1.1: The Shift in Revenue Streams

As fuel efficiency improves and electric vehicles become more common, the oil industry faces declining profits from traditional transport methods. In response to this challenge, the industry seeks alternative markets to maintain profitability, with plastics—derived primarily from fossil fuels—presenting a lucrative opportunity.

The largest plastic manufacturers have invested nearly a billion dollars into initiatives aimed at “ending plastic waste.” While some funds support cleanup and research, a significant portion is directed toward marketing campaigns that promote recycling as a solution.

Chapter 2: Challenging the Status Quo