At my company, TerraCycle, we’re always asking ourselves what the next recycling innovation we can bring to consumers might be. Our first answer came in the form of free consumer-facing collection and recycling programs (sponsored by major brands and consumer packaged goods companies) for pre- and post-consumer packaging waste streams. While this free model has seen a lot of success, our capacity to collect and recycle is limited by the funding we are able to secure from our sponsors. To solve for this economic gap and engage with even more consumers, we began asking ourselves a new question: Are consumers willing to pay a premium for zero waste packaging solutions?