"Everyone knows it’s important for sustainable, responsible products to become mainstream. But if 'green' products aren’t as affordable, fun, or fashionable as traditional products, they never will become the status quo," says Lauren Taylor of TerraCyle. "We believe it’s important to make our eco-products desirable and cool, so kids want to use them, even if they don't know it’s the responsible thing to do. We’ve accomplished our goal when our products sell just because they’re 'cool' -- without us having to promote their 'greenness.'