America doesn’t recycle like it should. Despite the billions spent on recycling infrastructure, the nation’s recycling rate has hovered around 34% for the past two decades — far less than that of other developed nations.
The psychology behind America’s recycling reticence is complex, but environmentally concerned companies are getting creative. Take the opens in a new windowPepsiCo Recycle Rally: By enlisting teachers at more than 4,900 schools, the Fortune 100 brand has recycled 100 million plastic bottles and aluminum cans since 2010.
Why did students and families across the country suddenly start listening to the recycling refrain? It wasn’t because a beverage brand asked them to; it was because their teachers did. In a way that almost no other profession does, educators have America’s ear.
Read the full article on opens in a new windowInnovation Enterprise to learn 3 reasons to build teacher-brand partnerships.