What motivates consumers to make more sustainable choices? A desire to “save the planet?” A drive to improve the health of their community? To preserve their own or their children’s health? Ego? Probably a mix of all of these. And sometimes it’s money. At the end of 2010, TerraCycle partnered with the Walmart Foundation to do the Trash To Cash Collection contest. It’s simple: New Jersey public schools competed to see which could collect the most trash to upcycled/recycled by TerraCycle. The top 6 schools would receive a total of $125,000 in grants. Did it work?