To tackle plastic pollution, top consumer brands like Nestlé and Unilever are partnering on a service that lets customers buy household items in innovative reusable containers and return them once they’re finished. Here’s how it works.
Two years ago, Tom Szaky traveled from Trenton, New Jersey to Davos with a half-baked idea and a loose plan to pitch it to the leaders of the world’s biggest brands.
At Burning Man, the annual week-long event where participants build a temporary community in the Nevada desert, people inherently trust each other, he said. At Davos, he was able to approach any business leader and, because of a similar type of openness, be granted an audience.Szaky was at Davos in 2017 because TerraCycle had helped Procter & Gamble launch a line of Head & Shoulders shampoo that came in bottles made with plastic collected from beaches.
“I don’t have to rub this in their face,” Szaky said, because the companies are “painfully” aware of their reputations. As customers go through products — use all the shampoo, eat all the ice cream — they fill up the totes with the empties. Unlike traditional recyclables, the packages don’t need to be washed. At the end of the cycle, a UPS driver picks up the tote. Customers can keep repeating the cycle or opt out and recover their deposit. Even banged up packages earn back the deposit — customers only lose that money if they fail to make a return.
Szaky said TerraCycle asked the Loop partners to design packages that can survive at least 100 reuses. Rick Zultner, TerraCycle’s director of product and process development, is more measured; he called that figure a “nice goal to meet.”
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