Today, global recycling giant TerraCycle is announcing its plan to make single-use plastic a thing of the past. The company unveiled its new initiative, Loop, at the World Economic Forum in Davos alongside massive brand partners such as Unilever, Procter & Gamble Company, Coca-Cola, and PepsiCo. They have all agreed to veer away from disposable packaging and distribute more food, beauty, and personal care products in reusable packaging. The kicker? TerraCycle will activate postal services around the world to pick up people's empties right from their home. It's similar to a curbside recycling service, except the "trash" collected won't have to be broken down and reassembled. In fact, it won't really be trash at all—just a container that can be used again and again. "When consumers purchase virtually any product, they don't want the packaging. Loop solves for that." Eric Rosen, a publicist for TerraCycle tells mindbodygreen. Beyond being convenient for consumers, this more circular supply chain is better for the planet. And the fact that some of the biggest companies in the world are already signing on to it means that the day of reckoning for single-use plastic could (finally!!!) be upon us. Why reusable is the way of the future. "The garbage problem just keeps getting worse and worse," TerraCycle founder and CEO Tom Szaky told mbg last spring. China's decision to stop accepting foreign recyclables has left many countries with a backlog of trash, a reminder that to really get our waste under control, we all need to look beyond the blue bin. "Recycling is like Tylenol: You take it when you have a headache, but there are better ways to never get the headache to begin with," Szaky said. In an ideal world, we'd all buy a lot less—and the things we do buy wouldn't result in any trash. Loop is the first program of its kind to get so many manufacturers on board with shifting from a disposable mindset to a more durable one. "With this program, the idea of waste is eliminated," beams Rosen. Article continues below How Loop will make your recycling bin way lighter. In March, Loop will launch its first pilot program in Paris, followed by one in the New York City area. Consumers who sign on will be able to go online and order products from the Loop website (think: Häagen-Dazs ice cream that comes in a reusable can and Clorox disinfecting wipes in a sturdy metal dispenser), which will be delivered to their door in a special tote that Rosen likens to a big cooler. "When the tote gets filled back up with empties, it's sent back to Loop. All of the packaging is then cleaned in a state-of-the-art cleaning system that is also new and has been developed for each of the products," he explains. From there, each container is cleaned, sanitized, refilled, and sent back out. The idea is that when your tote is en route back to Loop, a new one will already be on its way back to you. Needless to say, this system will make shopping for household staples a whole lot easier. "Part of the allure of Loop is the convenience that comes with it," says Rosen. The convenience factor is key; it busts the myth that living more sustainably has to be a sacrifice. If you're eager to try out this program, keep an eye on Loop's website for instructions on how to sign up. In the meantime, check out other companies looking to disrupt the retail model and push for a more circular economy, such as For Days, a subscription apparel company that lets you send in old shirts to be broken down and spun into new garments, and Harper Wilde, a bra company that offers a similar service.

New schemes to rid the world of plastic waste are popping up faster than spring dandelions. The latest one involves a coalition of the largest consumer product companies and international recycling leader TerraCycle, which unveiled a global, first-of-its-kind shopping system called Loop (not to be confused with Montreal-based Loop Industries Inc.). The initiative was designed to change the world’s reliance on single-use packaging and offer consumers a convenient circular solution while securing meaningful environmental benefits. Announced at the World Economic Forum’s annual meeting in Davos, Switzerland, Loop is designed to enable responsible consumption of a variety of products in customized, brand-specific durable packaging that is collected, cleaned, refilled and reused. The content, if recoverable, will be either recycled or reused. A who's who of consumer product companies, including Procter & Gamble, Nestlé, PepsiCo, Unilever, Mars Petcare, The Clorox Company, The Body Shop and Coca-Cola European Partners, along with Carrefour, UPS and Suez are on board. The founding partners want to demonstrate their commitment to developing more circular supply chains from package design and manufacturing to consumer use. The aim is to offer a zero-waste option for the world’s most popular consumer products while maintaining affordability, improving convenience and returning used disposable or durable items to a circular life cycle, either through reuse or recycling. The environmental benefits of Loop durable packaging versus single-use packaging have been proven and verified in Life Cycle Assessments under use pattern assumptions that will be further validated in pilot trials that will launch in the spring in Paris and New York City (covering New York, Pennsylvania and New Jersey). Additional markets are expected to launch throughout 2019 and 2020. TerraCycle founder and CEO Tom Szaky told PlasticsToday in a telephone interview that this system shifts packaging from disposable and owned by the consumer to durable and borrowed by the consumer. “The brand owners own the packaging but you use the contents,” Szaky explained. “When you buy a bottle of shampoo you want the shampoo, not the bottle, but you have to deal with the bottle when the shampoo is gone. Plastic is okay but it has to be Eastman’s Tritan or PC and other high-value plastics, instead of low-value plastics.” The consumer goes online and orders a variety of products with different fulfillment options. The products are then put into a tote—a large camera-case type of luggage with an exterior made of PE fabric. The inside is lined with a PP “corrugated” board to impart rigidity. The tote is divided into sections separated by HDPE foam padding to hold and protect the different items, including a cooler insert for ice cream, which can keep it frozen for up to 30 hours. Nestlé said that it will ship its Haagen Dazs ice cream in these totes. When consumers are finished using the products, they put the empty containers in the tote and arrange for shipping through UPS. The consumer also pays for shipping the totes. The empty containers and bottles are then cleaned at TerraCycle and shipped to the various CPGs for refilling. Depending on what the consumers have chosen from fulfillment, the products they return triggers reshipment of those products. People order and consume, and the products come in containers that the manufacturer owns, not the consumer. When the tote is returned, it will be washed and reused. Ideally, Loop hopes to not have to wash the totes every time they are returned. In case of spills or if the tote gets messy it can be disassembled, with the fabric being laundered and the rigid components going through a dishwasher. When the tote has reached the end of its useful life, the various components will be disassembled and recycled. Only certain products will be available by the launch date, consisting of the most popular products from each of the brand partners. For example, P&G will have its Pantene and Tide products ready for the Loop platform and Nestlé will provide five or six flavors of Haagen Dazs ice cream, Szaky explained. “We’re trying to make it easy and convenient for the consumer,” said Szaky. “It can’t be too inconvenient for the consumer.” Szaky notes some 200 products have been foundationally redesigned by the world’s largest CPGs to accommodate this platform. “That means designing packaging to be reusable rather than recyclable,” he said. Haagen Dazs’ paper containers cannot be recycled so the containers had to be redesigned to be reusable, for example, and Unilever deodorant containers were not locally recyclable by the way they were constructed and also had to undergo a redesign. David Blanchard, Unilever’s Chief R&D Officer, said, “We’re acutely aware of the causes and consequences of the linear ‘take-make-dispose’ model of consumption. And we want to change it. That’s why we’re proud to be a founding partner of the Loop Alliance with nine Unilever brands. These brands have all embraced the challenge to redefine how consumers access the products they love, whilst eliminating waste. We believe this collaboration will complement our existing efforts to help create a packaging system that is truly circular by design.” With the redesign some labeling had to be changed to accommodate the reuse of containers which must undergo washing in hot soapy water to ensure sterilization. In some cases the labels remain on the containers. Szkay said that “it’s up to the supplier to do the design and labeling, which would be adhesive or glue-on, or etching or printing directly on the package.” When asked about a cost comparison between Loop’s platform and traditional plastic production, given the resources and energy used in two-way shipping, cleaning, potential relabeling and so forth, Szaky said that “if you add together the cost of the bottle depreciation and cost of washing at scale, it gets to about the same price. The packaging is an asset that amortizes over the number of uses.” Szaky concuded that “Loop will not just eliminate the idea of packaging waste, but greatly improve the product experience and the convenience in how we shop. Through Loop, consumers can now responsibly consume products in specially designed durable, reusable or fully recyclable packaging made from materials like alloys, glass and engineered plastics. When a consumer returns the packaging, it is refilled, or the content is reused or recycled through groundbreaking technology.”

A new initiative pushes the responsibility back to the manufacturer.

 

  Instead of a use-it-once ice cream pint, Haagen Daaz containers in the Loop program are made of double-walled stainless steel, which keeps ice cream colder and available for hundreds of uses down the road. (Photo: Courtesy TerraCycle) It's now well-known that the packaging for our food and personal products is an unsustainable, garbage-producing mess. Even stuff that's recyclable mostly isn't — especially plastics. In all the years we've been diligently recycling, the truth is we haven't gotten very far. According to the Environmental Protection Agency, just 9 percent of plastic was recycled, 16 percent of it was burned, and 75 percent was sent to landfills in 2015. Looking at these numbers, it's easy to see why our oceans, and the animals that live there, are choked with plastics, and our beaches strewn with the stuff. Clearly the "recycle more" mantra has failed and we need another solution to packaging. Even the experts agree: "While recycling is critically important, it's not going to solve the waste problem," according to Tom Szaky, the CEO of TerraCycle, a company that has worked on issues around packaging and recycling for over a decade. Enter Loop, a program with a mission to "eliminate the idea of waste," says Szaky. Loop takes up the first part of the mantra "reduce, reuse, recycle" by creating returnable, reusable packaging for common consumer items. The idea for Loop was founded at the World Economic Forum by TerraCycle and some big names in the consumer products business, including Procter & Gamble, Nestle, PepsiCo, Unilever, Mars Petcare, The Clorox Company, The Body Shop, Coca-Cola European Partners, Mondelēz International, Danone, Jacobs Douwe Egberts, Lesieur, BIC, Beiersdorf, RB, People Against Dirty, Nature’s Path, Thousand Fell, Greenhouse, Grilliance, Burlap & Barrel Single Origin Spices, Reinberger Nut Butter, CoZie and Preserve.   A huge variety of products are already part of the Loop roll-out, from shelf-stable foods, to personal-care items. (Photo: Courtesy TerraCycle) How did TerraCycle come up with this large-scale reusable packaging concept? Szaky says he and his team dug deep and looked at some hard truths over several years: "If recyclability is not the foundational answer [to our waste problems], what's the root cause? The root cause of waste is disposability," says Szaky. And while it's easy to say "use fewer disposable items" — something many of us have dedicated serious time to, the truth is that all the rah-rah-reuse enthusiasm and personal changes it may have engendered hasn't been even close to enough. Our waste has increased over the past decade. It's time to get real: "Disposability is easy to vilify, but we also need to look at why disposability won — because it's cheap and convenient. That speaks to why consumers want it — they're willing to sacrifice the environmental negatives for the cheapness and convenience," said Szaky. It's not pretty to hear, but it's true. So, instead of trying to change the behavior of billions, TerraCycle looked at how to solve the root cause of waste, while still maintaining the virtues of disposables, like affordability and convenience. The birth of a circular system Loop works by creating a circular system — rather than a linear one — for packaging. (Photo: Courtesy TerraCycle) Loop takes some of its DNA from AirBnB and Uber, by understanding that consumers have no interest in owning a package, or having to deal with its disposal. Just like many people don't want to own a car, they just want to get from A to B, so Loop shifts the packaging responsibility back to the companies that make the products we want (the ice cream, olive oil or deodorant that's inside the packages). Szaky says some of the cues for this came from the past: "In the milkman model, the package wasn't owned by the consumer, but owned by manufacturer — so they were motivated to make it long-lasting. When packaging was shifted to become the property of consumer, it was all about making it as cheap as possible, to drive price down," says Szaky. How does Loop work exactly? You order from the Loop store, and your stuff will be shipped to you. On the first transaction, there's a deposit for the container — say 25 cents for a Coca-Cola. Once it's returned to the store, or sent back in the reusable shipping container, "no matter what state it's returned in (even if broken, because the container is the manufacturer's responsibility), you get your deposit back in full," says Szaky. Durability becomes a goal again Deodorant in reusable containers means you pay what you always did for the product, but it looks much higher-end in your bathroom vanity. (Photo: Courtesy TerraCycle) If you sign up for auto-refills timed to your schedule for personal care stuff (or, let's face it, ice cream!) the deposit stays in your account and you simply get your deodorant, toothpaste or razors refilled automatically — with literally no waste. You get what you want — the product inside — and the package is the company's to deal with. (Yep, you can even return dirty packages.) The huge boon to a new packaging model isn't just for the consumer or the planet we all share. It benefits the companies that make our stuff, too. When Pepsi owns the package, and the consumer owns the contents, the number of times the package can be reused becomes more important than its cheapness — and a durable package could even cost the company less in the long run if designed well — a win-win for the company and the environment. Durable, reusable packaging also allows companies to make containers that are more functional (like the Haagen Daaz container that keeps ice cream colder, longer). It also allows for way more fun, interesting and marketable design possibilities. Even Pampers gets a circular packaging upgrade in the Loop program. (Photo: Courtesy TerraCycle) Imagine: Instead of ugly, wasteful plastic bottles, what if we used high-design glass ones for our mouthwash? In the age of Instagram, it's actually a genius PR move for companies to make their product containers beautiful as well as functional. In France, Carrefour grocery stores have partnered with Loop, and a pilot program at Tesco in London will debut sometime later in 2019. About 125 products will be available for U.S. consumers in New Jersey, Pennsylvania, and New York via the Loop store, starting in March. Some of the biggest ocean-plastic polluters (see the Greenpeace list here) are the same companies that have invested in Loop. We've asked for a change, and they're giving it to us. This container sure looks a lot prettier than a disposable plastic one. (Photo: Courtesy TerraCycle)  

A first-of-its-kind, global shopping platform, Loop™ aims to offer zero-waste packaging options for the world’s most popular consumer products. Just a week after the launch of the Alliance to End Plastic Waste — a cadre of global companies from the plastics, chemicals and CPG value chain that has banded together to advance solutions to environmental plastic waste — a coalition of the largest consumer product companies, along with international recycling leader TerraCycle, today unveiled a first-of-its-kind, global shopping system called Loop™. The initiative is designed to change the world’s reliance on single-use packaging and offer a convenient and enhanced circular solution to consumers, while securing meaningful environmental benefits.   Launched at the World Economic Forum’s Annual Meeting in Davos, Loop will enable consumers to responsibly consume a variety of products in customized, brand-specific, durable packaging that is collected, cleaned, refilled and reused. The content, if recoverable, will be either recycled or reused.   The idea for Loop was founded at the World Economic Forum by TerraCycle and consumer product companies Beiersdorf, BIC, The Body Shop, Burlap & Barrel Single Origin Spices, The Clorox Company, Coca-Cola European Partners, CoZie, Danone, Greenhouse, Grilliance, Jacobs Douwe Egberts, Mars Petcare, Mondelēz International, Nature’s Path, Nestle, People Against Dirty, PepsiCo, Preserve, Procter & Gamble(P&G), RB, Reinberger Nut Butter, Teva Deli, Thousand Fell and Unilever. Additional partners are leading food retailer Carrefour as the founding retailer, with leading UK retailer Tesco to pilot Loop in the UK later in the year; along with primary transportation company UPS and sustainable resource management company Suez.   This approach to shopping was made possible as a result of innovation investments made by the founding partners, and their commitment to developing more circular supply chains from package design to manufacturing through consumer use. The aim was to offer a zero-waste option for the world’s most popular consumer products while maintaining affordability, improving convenience and returning used disposable or durable items to a circular life cycle either through reuse or recycling.   The environmental benefits of Loop durable packaging vs. single-use packaging have been proven and verified in Life Cycle Assessments under usage pattern assumptions that will be further validated in pilots scheduled to launch in the first quarter of 2019 in France and the northeastern United States. Additional markets are expected to launch throughout 2019 and 2020. “As a response to the global challenge in managing waste and the opportunity to improve consumers’ experience, a group of committed global brands, retailers, infrastructure companies, along with the World Economic Forum have come together to create a new way to more responsibly consume products.” said TerraCycle CEO Tom Szaky. “Loop will not just eliminate the idea of packaging waste, but greatly improve the product experience and the convenience in how we shop. Through Loop, consumers can now responsibly consume products in specially-designed durable, reusable or fully recyclable packaging made from materials like alloys, glass and engineered plastics. When a consumer returns the packaging, it is refilled, or the content is reused or recycled through groundbreaking technology.”   How Loop works:

• Shop: Consumers will go to the Loop website or Loop partner retailer’s websites and shop for trusted brands now redesigned to be packaging waste-free.
• Receive: Consumers receive their durable products in Loop’s exclusively designed shipping tote that eliminates the need for single-use shipping materials such as cardboard boxes.
• Enjoy: Consumers experience elegance and convenience all while eliminating the idea of throw-away packaging waste.
• Loop picks up: There is no need to clean and dispose of the package; as consumers finish their products, they place the empty package into one of their Loop totes, which Loop will pick up directly from their home.
• Loop cleans: Loop’s team of scientists has developed custom cleaning technologies so that each product packaging may be safely reused.
• Loop refills, recycles or reuses: Loop promptly replenishes products as needed and returns the refilled shipping totes to the consumer. If there is recoverable product, it will be reused or recycled.

  “At P&G, we are building on 180 years of innovation and world-class consumer insight to enable responsible consumption at scale,” said Virginie Helias, VP and Chief Sustainability Officer at P&G, also part of the Alliance to End Plastic Waste. “Through leading brands such as Pantene, Tide and Cascade, we have developed new, durable and refillable packaging that is delivered in a waste-free and hassle-free way as part of the LOOP platform.”   Along with the P&G brands Helias mentioned as being included in the service, Crest, Ariel and Febreze are also available in durable, refillable packaging; and toothbrush heads by Oral-B, and razors and blades by Venus andGillette will be recycled by the service. And Pampers and Always will be test-collecting used hygiene products from consumer homes for further recycling, using groundbreaking, proprietary technology developed by Fater — a P&G and Angelini Group Joint Venture — that turns used absorbent hygiene products into secondary raw materials for higher-value applications.   Roberta Barbieri, Sustainability VP at PepsiCo, commented: “Taking action to design our packaging to be recyclable and reusable is a critical goal of ourPerformance with Purpose agenda; and as we look to build a PepsiCo where plastics need never become waste, we are also exploring a number of ideas to reinvent the ways consumers can enjoy our products. Our participation in Loop builds on this commitment as well as providing the added convenience of e-commerce and home delivery.   “Initially we will be launching Quaker and Tropicana offerings in Paris, and have created vessels which we hope will excite our consumers, combining durability with high aesthetic design. As we work towards our sustainable packaging goals, we will continue to explore our own in-house innovations as well as participate in collaborative efforts to reduce waste.” Brands are responsible for designing their own packaging; TerraCycle consults on the packaging development process and tests all packaging for cleanability and durability prior to approval in the platform. The lifespan of each package will vary, as variables including aesthetics can cause a package to be taken out of circulation and recycled.   “We want to put an end to the current 'take-make-dispose' culture and are committed to taking big steps towards designing our products for reuse," said Alan Jope, CEO of Unilever. "We’re proud to be a founding partner of Loop, which will deliver our much-loved brands in packaging which is truly circular by design.” Loop already offers hundreds of products across its two dozen partners; as partners are added, this number will constantly increase.

A UPS apresentou hoje no Fórum Económico Mundial, uma solução de embalagem reutilizável e retornável para a gestão de embalagens de produtos de consumo. O sistema, intitulado Loop™, será testado em Paris e Nova Iorque como um primeiro passo para a implementação global nos mercados de consumo.

24 Jan 2019 --- Recycling specialist TerraCycle has launched a first-of-its-kind reusable packaging home delivery service in partnership with a host of leading global brands. Taking place today in Davos at the World Economic Forum (WEF), the launch fuses e-commerce and sustainability in a way that a green-minded public has long been calling for. Consumers will be able to use durable, reusable or fully recyclable packaging made from materials such as alloys, glass and engineered plastics. Could this be a step closer to saying goodbye to single-use plastics? Innovation in the booming e-commerce market must, arguably, go further than recyclability. Within the online groceries market alone, growth is occurring at a double-digit rate in the past years. However, the levels of waste in e-commerce packaging remain high, which coupled with extended fuel usage for personal deliveries, makes it a market with sustainability issues. Within the booming industry, only 2 percent of companies use reusable or returnable packaging models, according to Jan Berbee, Partner in the reusable packaging for e-commerce startup, RePack, tells PackagingInsights. Global giant P&G will be introducing reusable and refillable packaging on some of its most popular products. The freshly launched Loop is a global packaging and shopping circular solution which aims to offer an improved environmental performance compared to current e-commerce solutions. The basic premise of the initiative is that consumers will order their product, receive it via shipping then after use it will be picked up at their homes. The products are then cleaned, refilled and either reused or recycled. Available products range from detergent and toothbrushes to ice-cream and peanut butter. The platform will launch in Paris and New York in the spring of 2019. Among the brands taking part are Procter & Gamble (P&G), Nestlé, PepsiCo, Unilever, Mars Petcare, The Clorox Company, The Body Shop, Coca-Cola European Partners, Mondelēz International, Danone, Jacobs Douwe Egberts, Lesieur, BIC, Beiersdorf, RB, People Against Dirty, Nature’s Path, Thousand Fell, Greenhouse, Grilliance, Burlap & Barrel Single Origin Spices, Reinberger Nut Butter, CoZie and Preserve. “As a response to the global challenge in managing waste and the opportunity to improve consumers’ experience, a group of committed global brands, retailers, infrastructure companies, along with the World Economic Forum, have come together to create a new way to more responsibly consume products,” says TerraCycle CEO Tom Szaky. “Loop will not just eliminate the idea of packaging waste, but greatly improve the product experience and the convenience in how we shop. Through Loop, consumers can now responsibly consume products in specially designed durable, reusable or fully recyclable packaging made from materials like alloys, glass and engineered plastics. When a consumer returns the packaging, it is refilled, or the content is reused or recycled through groundbreaking technology.” Personal care Global giant P&G will be introducing reusable and refillable packaging on some of its most popular products. An array of the company’s brands, including Pantene, Tide and Oral-B, will be participating.

• Pantene is introducing a unique bottle made with lightweight, durable aluminum for its shampoo and conditioner.
• Tide's purclean plant-based laundry detergent will be available in a new durable bottle made from stainless steel with a simple twist-cap and easy pour spout.
• Cascade has developed a new ultra-durable packaging for Cascade ActionPacs which enable consumers to skip the prewash.
• Ariel and Febreze are participating with durable, refillable packaging that is also available in stores, testing a new direct-to-consumer refill and reuse model.
• Oral-B will test circular solutions for both its electric rechargeable and manual toothbrushes.
• Oral-B CLIC, a new iconic design for manual toothbrushes features a durable handle equipped with a unique mechanism that allows consumers to only exchange the brush head. The Loop platform will recycle used brush heads for both manual and electrical brushes.
• Pampers and Always will test collecting used hygiene products from consumer homes for further recycling using ground-breaking proprietary technology developed by Fater, a P&G and Angelini Group Joint Venture. The technology turns used absorbent hygiene products into secondary raw materials for higher value applications.

“The time to act is now. We are passionate about harnessing the power of our global reach and the strength of our trusted global brands to scale-up more sustainable solutions. Transformative partnerships are key to achieve this mission as no one can succeed alone,” says Virginie Helias, P&G’s Vice President and Chief Sustainability Officer. Among the participating brands is also Nestlé’s Häagen-Dazs. Food and beverage Among the participating brands is also Nestlé’s Häagen-Dazs. With the launch of Loop, Häagen-Dazs is debuting a reusable stainless steel double-walled ice cream container, designed by Nestlé’s global research and development group in Bakersfield, US. The design and transportation will keep the ice cream fresh and cold from the moment the canisters are filled until they are delivered to consumers’ homes, the company report. The canister also ensures that when it is opened, the ice cream melts more quickly at the top than at the bottom of the container. Consumers shopping for Häagen-Dazs on Loop can select from non-dairy options (Chocolate Salted Fudge, Coconut Caramel and Mocha Chocolate Cookie) or from traditional favorites (Vanilla or Strawberry) during the New York City pilot of the program, scheduled to launch in the first half of 2019. At the moment of the launch, no information on the costs of the initiatives on the participating consumer have been shared. A key theme at the World Economic Forum is the adoption of a circular economy over a linear one. The Loop initiative is a clear example of how a rapidly growing market, which will undoubtedly continue to grow as the year continues, can adapt to sustainable calls. It no longer needs to be “business as usual.” By Laxmi Haigh

Major brands are testing out reusable packaging in an attempt to cut down on plastic waste. Häagen-Dazs ice cream in a reusable metal container. Loop Some of the world’s biggest companies, including Unilever, Nestlé, and PepsiCo, are rolling out reusable packaging for certain products in an attempt to phase out single-use plastics — and to alleviate their own reputations as polluters. This move, still in the planning stages, is a necessary step in shifting the conversation on reducing carbon emissions from a consumer focus to one that holds companies responsible. Starting in May, Unilever’s Axe and Dove deodorants will come in refillable steel containers that are expected to last eight years. PepsiCo will start selling Tropicana orange juice in glass bottles and certain flavors of Quaker cereal in steel containers. Häagen-Dazs, owned by Nestlé, will come in refillable stainless steel tins. Procter & Gamble’s Pantene shampoo will come in aluminum bottles, and its Tide brand detergent will come in stainless steel containers. The idea is to get consumers to cut back on the single-use plastics that have become an indispensable part of everyday life. Businesses and consumers have long concentrated on the third “R” in “reduce, reuse, recycle,” but with this initiative, companies are renewing focus on the first two. (By the way, an estimated 25 percent of all recyclable products end up in landfills anyway.) And instead of encouraging changes on the supply side — i.e., putting the onus for sustainable living on the consumer, which was a common theme in arguments about whether plastic straws should be banned — this move indicates that companies are starting to accept their outsize contribution to global carbon emissions. This initiative, which is part of a partnership with the recycling company TerraCycle, according to a report by the Wall Street Journal, suggests that businesses are becoming increasingly uncomfortable with the suggestion that their practices contribute to global pollution. “I sometimes wonder if it’s a fair accusation that we’re in the branded litter business,” Unilever CEO Alan Jope reportedly said at a conference this week. Helping people cut down on plastics is certainly a good way of challenging that accusation, but there’s a catch. For now, the TerraCycle program is in a pilot phase. It will be available to 5,000 shoppers in Paris and New York City in May, according to the Journal’s report, and will expand to London later this year and to 10 additional cities, including Toronto and Tokyo, in 2020. Here’s how it works: Consumers who get selected for the trial get the chance to order hundreds of products online. Those products arrive in a reusable tote bag with no extra packaging. Once the containers are empty, TerraCycle picks them up, cleans them, and delivers refilled containers back to customers. “People talk about recyclability and reuse and say they’d like to be involved in helping the environment, so let’s see if it’s true,” Simon Lowden, the president of PepsiCo’s global snacks group, told the Journal. “You simply have to start somewhere to test it and see what the barriers are and who actually buys into the model,” David Blanchard, chief of research and development at Unilever, told the paper. It’s not surprising that these companies would want to test out costly new initiatives before offering them to the general public. But given the urgency of climate change — an October 2018 report by the United Nations’ Intergovernmental Panel on Climate Change said we have just 12 years to make unprecedented changes if we want to stave off the worst effects of global warming — it’s worth asking whether a lack of consumer interest or a perceived lack of sufficient profits will prevent reusable products from being offered to a wider consumer base. Nestlé, one of the companies participating in the TerraCycle initiative, is also planning to phase out many of its single-use plastic products and make all of its packaging recyclable by 2025. The company plans to completely eliminate certain “hard to recycle” plastics — like films, ice cream cone wrappers, and laminated paper cups — from its packaging. As Fast Company’s Mark Wilson pointed out, this isn’t going to come cheap — there’s “no immediate financial gain” to be made from going green. Companies can either absorb those costs, as Nestlé appears to be doing here, or pass them on to shoppers, which seems to be the case with the TerraCycle program. According to the Journal’s report, the reusable versions will cost “roughly the same” as their single-use counterparts, but users will have to pay deposits of $1 to $10 per container. Shipping starts at approximately $20. Given a choice between cheaper single-use products and more expensive reusable ones, why wouldn’t a cash-strapped shopper go with the cheaper option? (The answer, of course, is existential guilt and fear of watching a climate catastrophe play out in their lifetime, but not everyone can afford to go green.) Megacorporations aren’t the only ones redesigning products to make them more eco-friendly. The period underwear company Thinx recently designed a reusable tampon applicator that retails for $60, and other startups are making reusable versions of common household products like plastic wrap and Ziploc bags. In a world where consumers are often blamed for not being green enough — remember all the debates about whether banning plastic straws is actually good for the environment? — the TerraCycle program, despite being in its initial stages, suggests a future where the onus for changing consumption habits is placed on corporations rather than individuals.