Glass Recycling: A Problem of Alignment

by | Mar 2, 2017

When it comes to recycling, I’m spoiled – I have single-stream, curbside recycling pickup at my house here in Knoxville. When the city recently announced it would no longer accept glass in the curbside bin, I was more than a little disappointed.

Knoxville isn’t the only municipality to experience the fickle economics of glass recycling; municipalities around the U.S. have also ceased to include glass in single-stream pickup. Many municipal recyclers bemoan low demand for recycled glass, which is more expensive to recycle.

Meanwhile, glass processing companies and brands that actually incorporate recycled glass content in their products say they can’t get enough supply of the thing municipalities say there’s not demand for.

This supply/demand equation gets more complex when consumers are brought into the mix: the recycling rate for glass containers in the U.S. has hovered around 33% for at least a decade.

What’s being done to align supply and demand?

We wrote a few weeks ago about Adidas and other big-name brands who are addressing plastic waste in innovative ways. That’s exciting to us and worthy news for the average consumer – people care about what those brands are doing, and plastic pollution has a more nefarious reputation than glass.

But plastic isn’t the only recyclable material that can serve as an ingredient for another product. So who are the players working to create a more robust market for glass recycling? Last year, a diverse group of companies – ranging from brewing companies to fiberglass insulation manufacturers, waste disposal and recycling companies, even investment firms – came together to form the Glass Recycling Coalition. Their mission: “to make glass recycling work” by improving recycling processes and working with municipalities to build up markets.

Only a few names on the list rang a bell for me – mostly the brewers. One of those brands, Heineken, said in a press release, “The extraordinary aspect of the GRC is the fact that it involves membership and collaboration across the entire glass supply chain. For the first time ever, nearly two dozen organizations … will work together to make glass recycling an efficient, high-quality and convenient service that consumers want and expect.”

The collaboration between different levels of the supply chain is becoming more and more imperative to finding lasting solutions – ones that could take us further into a circular economy. We write a lot about the impact environmental reputation has on consumer purchase decisions … but even if your business isn’t in a category that’s front and center with consumers, it’s time to act. Sustainability is a very real driver for how consumers and business decision makers choose products – and the ripples have reached deep into the supply chain.

While the knots in the recycling processes are being untangled, what can we as marketers and communicators be doing?

Talk to consumers: Municipalities that aren’t collecting enough glass to make the economics work should be marketing to consumers specifically about glass – not just recycling in general. Help folks see how they have a role in making glass recycling work. After all, according to last year’s Eco Pulse study, 45% of Americans say buying/using eco-friendly products is an important part of their personal image, and 76% feel at least moderately responsible to change their daily purchase habits and practices to help the environment. Tap into that!

Market to B2B decision makers: If the suppliers are having a hard time finding you, go to them. Industries that need more recycled glass content need good old-fashioned B2B marketing aimed at recycling facilities and municipalities.

For both consumer and B2B marketing, remember you’re talking to human beings – human beings who tend to feel guilty about wasting resources. Tell them about the high percentage of glass that goes to the landfill – according to Recycle Across America, “more than 28 billion glass bottles and jars end up in landfills every year – that is the equivalent of filling up two Empire State Buildings every three weeks.” They’ll get the point – it’s downright dumb to be throwing away an endlessly recyclable resource.

The new channels for dialogue and interaction within the glass supply chain and across industries make me optimistic that the setbacks for glass recycling in places like Knoxville will be temporary – and we’ll get supply and demand lined up soon.

About the Author

Meghan McDonald

Meghan McDonald

Meghan concepts and writes copy for clients and also reviews creative deliverables for clarity, grammar and brand alignment. She brings an interdisciplinary background in environmental studies and journalism to our team. If you want to know the name of a tree or flower, she’s the one to ask.

About the Author

Meghan McDonald

Meghan McDonald

Meghan concepts and writes copy for clients and also reviews creative deliverables for clarity, grammar and brand alignment. She brings an interdisciplinary background in environmental studies and journalism to our team. If you want to know the name of a tree or flower, she’s the one to ask.

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Suzanne Shelton

President and CEO

Suzanne is the voice and the vision of Shelton Group. Drawing on her extensive experience in energy and the environment – and 25+ years in the marketing and advertising industry – Suzanne provides high-level strategic insights for our clients and guidance for our research and creative departments. She regularly speaks at conferences around the country, including Sustainable Brands, Fortune Brainstorm E and the International Builders’ Show, and serves as a guest columnist for publications like Fast Company, Green Builder and GreenBiz.com.

Susannah Enkema

VP Research & Insight

Susannah directs our research team and plays a key role in extracting the nuggets of information that pave the way for recommended marketing strategies and creative approaches. Susannah has nearly two decades of market research and strategy experience, including her role as president of SE Consulting, where she led the services for the likes of DIY Network and the makers of GORE-TEX®.

Penny Kemp

VP Account Management & Strategy

Penny leads our client engagement process, overseeing activities from both a strategic and a tactical level to ensure our work generates desired results. She works closely with Suzanne, President & CEO, to develop strategic marketing plans and with Matt, VP Creative, to foster creative campaign ideas. Before joining Shelton Group, Penny had developed expertise in brand management and marketing while working with award-winning agencies and shepherding programs for the likes of Ritz-Carlton Hotels, Russell Athletic and James Hardie Building Products.

Matt Brass

VP Creative

Matt steers the creative department in concepting, designing and producing campaigns. He ensures sound strategy and deep insights inform everything his team develops, and works closely with the accounts department to ensure copy and designs will meet our clients’ goals. As a designer and filmmaker himself, he’s also a principal contributor to all of Shelton’s in-house photography and videography work.

Glen L. Vesser III

VP Finance and Administration

Glen manages Shelton Group’s finances and administration, ensuring our internal systems run smoothly so we can provide exceptional client service in a seamless and timely manner. Glen’s financial and administrative expertise has been shaped by decades of experience in a variety of industries, including public accounting, media distribution and health care.

Mike Beamer

VP Business Development

Mike joined our team to help provide strategic vision and foster our agency’s growth by overseeing new business leads and managing agency marketing and website content. He arrived in Knoxville steeped in energy efficiency and renewables – he previously led client service for an agency division in Boston dedicated to marketing communications strategy and branding for B2B and B2C clients in that space.