Commentary: The burden’s on us to prove that recycling is real (and plastics matter)

Let’s face it: the public doesn’t believe in recycling anymore.

Despite billions of dollars spent on the rollout of citywide recycling programs and public awareness campaigns, only 43 percent of Americans with access to curbside recycling actually use it.

Antiplastic advocates have dominated the conversation, and the industry has adopted a reactive stance that allows the negative stories to outweigh the good ones. News stories show plastic waste floating in the ocean and full landfills outside city centers. Consumers read stories online about recyclables piling up on land and in shipping containers. They are left wondering if any of it makes a difference. That 43 percent adoption rate isn't just a statistic; it’s a signal.

The plastics industry faces a trust gap. Many consumers doubt the industry’s commitment to environmental stewardship and the pursuit of a truly circular plastics economy.

Advanced and mechanical recycling are working in places, but people rarely hear about those stories. The plastics industry should be telling the public about the success stories from the companies and people doing it right. We must show the products made with recycled materials and demonstrate the science used to minimize waste and use as little energy as possible.  We need to find new ways to collaborate as we work to craft new conversations around recycling.

People need to see that recycling works. Plastic materials like polystyrene can be collected, sorted, processed and turned into something new. People need to see it in action, in real life—not in a dry PDF report, not in a corporate press release, but in real-time on the platforms they use, such as Instagram, TikTok or YouTube Shorts. Attention spans are short, and we need to meet people where they are. That’s where trust can be rebuilt with the public. Not through slogans or empty promises, but through real, engaging, behind-the-scenes content that puts the truth on display.

It’s essential we listen to the perceived “downsides” of plastic production and encourage genuine conversations about these concerns and the industry’s role. Relying solely on “the science” is not enough. It is critical to highlight the “why” behind plastics: Why should consumers choose our products over alternatives? If people don’t fully grasp what they stand to lose, they will continue to advocate for other options.

We must show them, again and again, that plastic is the most sustainable and effective choice for consumers in many cases, period. It’s easy to vilify plastics until you’re in the hospital and need a sterile tube for oxygen. Having a plastic-free life sounds appealing until you’re shopping for food in a grocery store and realize very quickly how important plastic packaging is to the safety, hygiene and shelf life of food.

We must communicate these benefits to consumers. You can’t wear a wooden bike helmet, for instance, and you wouldn’t want to drive a car with a metal dashboard.

Without clearly communicating these advantages, we risk being mislabeled and misperceived by another generation of consumers.

But what if Gen Z knew that in 90 percent of cases, plastics had a smaller environmental footprint than glass, aluminum or paper? What if Millennials were talking to their Baby Boomer parents about how plastics will play a crucial role in achieving ambitious global decarbonization goals?

Plastics don't have to be the forever bad guy. We have to help consumers realize they shouldn’t shut out an entire category of very useful materials given an unwillingness to look at them with an open mind. We have to bring transparency and urgency to the conversation. We need to support community collection efforts and advocate for government policy changes that make advanced and mechanical recycling centers possible and more visible.

The plastics industry aspires to a revival in public perception, similar to the one paper experienced in the 1980s. Aligning plastics with “sustainability” will single-handedly counter the current deselection efforts.

The truth is that styrenic plastics achieve what competing materials simply cannot. They have enabled modern conveniences, enhanced fuel efficiency in transportation, driven breakthroughs in medical device design and reduced food waste (a major contributor of climate change) by extending the shelf life of food products.

Just because a particular plastic application or material isn’t under threat of being banned today doesn’t mean it’s safe tomorrow. The reality is that many NGOs, or nongovernmental organization, are pushing actively for a future with significantly reduced or even eliminated plastics. This isn’t a fringe perspective; it’s a fast-growing movement gaining real momentum.

The plastics industry needs to act now. We can't afford to be complacent or to assume that innovation alone will shield us. We need collective action, unified messaging and a proactive stance. The future of plastics, as a sustainable, viable material, depends on the steps we take today. Let’s pull in the same direction before decisions are made for us.

Justin Riney is the Commercial Sustainability Manager at INEOS Styrolution America. He actively shares insights and conversations surrounding the evolving plastics landscape. Connect with him on LinkedIn or tune in to his personal podcast, Redefining Plastics.