Consumers are steadily becoming more conscious of environmental issues, and more eager to reduce waste at home and work — but are these enough to translate into action? Moreover, will consumers pay to live up to ‘green’ standards and aspirations in their lives? The success my company, TerraCycle, is seeing with our Zero Waste Box platform seems to indicate that many are willing. Due to the economics of garbage, recycling traditionally difficult-to-recycle waste streams has always been a challenge for us. Overcoming those roadblocks was not easy, but we found a way through our ‘sponsored waste’ recycling programs. Consumer product companies such as Procter & Gamble and Colgate, and major brands such as Tom’s of Maine sponsor our recycling programs, allowing us to offer them to consumers, school groups, offices, and community organizations for free. People join a program; collect waste at home, at work or in their communities; print out a free shipping label and send the waste to TerraCycle for recycling.