Nur ein Prozent der Seltenen Erden werden über Recyclingverfahren wiedergewonnen. 99 Prozent gehen über die klassische Müllentsorgung verloren. Vorbildlich ist das TerraCycle-Projekt [www.ftd.de/unternehmen/industrie/:terracycle-chef-im-portraet-tom-szaky-der-gruene-zuckerberg/60028575.html] des Jungunternehmers Tom Szaky. In seinem Blog schreibt er [http://boss.blogs.nytimes.com/2011/11/02/terracycles-quest-to-create-negative-cost-marketing]: At TerraCycle, we've done similar things. My book, Revolution in a Bottle, about the company's early days, generated almost six figures in income for the company, while also getting out the word about our products. I'm in the process of writing a second book, and our design team is working on one, too. We're also producing a magazine that will discuss the science of garbage and suggest crafts projects that make use of garbage (and when readers are done, they will have instructions on how to turn the magazine into a fruit bowl). We are partnering on the magazine project with a publishing house. We oversee production of the content, and the publisher finds the advertisers. Of course, we get a cut of the advertising revenue. We also recently introduced a Facebook game called Trash Tycoon [www.trashtycoon.com]. The idea is that a game player lands in a city covered in garbage and wins points for cleaning it up. The player can then build recycling facilities, trash cans, and other things that help clean up the city faster. After just one month, Trash Tycoon already has 360,000 active users. The game, which promotes the TerraCycle brand, was developed by Guerilla Apps at no cost to us. We are partners on all of the advertising revenue.