The 3 Rs (Reduce, Reuse, and Recycle) is no longer simply a mantra for environmental activists, it’s a ticket to saving you money while you consider the planet. The 3Rs ask you to buy less, reuse more, and recycle products at the end of their useful life-wonderful guiding principles for reducing our environmental footprint and bringing our lifestyles into balance with nature. But in practice, how many of us are really willing to cut back on the stuff we want to own, to reuse what we’d like to throw out, and to recycle when doing so is often incredibly inconvenient?

Recycle, the last of the 3R trio, is the most transformative of the Rs. When we recycle, we’re giving used products the chance to be reborn as something new. That’s especially the case thanks to companies like Preserve that has partnered with Stonyfield Farm to recycle its yogurt cups-from organic yogurt, of course-into ergonomic plastic toothbrushes, razors, and an assortment of colorful kitchenware (and now also does the same with Brita pitcher filters). TerraCycle, another green innovator, is on pace to redefine much of America’s relationship with trash. The company that began with its signature Plant Food-made from worm poop, packaged in empty Pepsi bottles and sold at the likes of Home Depot and Wal-Mart-has evolved into an innovation powerhouse that continually introduces new products made entirely from waste. Take the E-Water Trash Cans and Recycling Bins available at OfficeMax for $10.99 each and made from crushed computers and fax machines (that would otherwise end up in a landfill).