Fashionable?  Well, maybe not to my taste.  Smart marketing?  I think so.  TerraCycle (http://www.terracycle.net/) is a company that collects food wrappers and containers and upcycles them into other products ranging from pet clean up products to school supplies. The program is somewhat similar to some of your favorite loyalty programs; Yoplait's "Save Lids to Save Lives,"  General Mills "Box Tops for Education" or Campbell's soup wrapper program.  Like those programs, groups, such as schools, can collect wrappers or containers and get ~.02-.03 per unit as a donation.  The wrappers and containers must be from specific sponsoring brands/products such as Frito Lay, Mars Candies and Kimberly Clark.  The sponsoring companies get "green"  halo from partnering with a green company, build consumer loyalty since TerraCycle only collects waste from specific products and then get major retailers like Home Depot and Walmart selling book bags, folders, Christmas bows, etc made from their packaging.