Many Americans recycle today and more say they are educated on environmental issues than ever before. Still, levels of recycling could be increased greatly, despite heightened visibility of public recycling receptacles and the existence of curbside programs in about 60% of communities. In 2012, Americans, generated about 251 million tons of trash and recycled and composted almost 87 million tons of this material, equivalent to a 34.5 percent recycling rate.
The Recycling campaign, sponsored by Keep America Beautiful, aims to reinvigorate the recycling brand. The campaign also generates awareness, explains how and where to recycle, mobilizes individual ownership and emotional connection to recycling through community building, and transforms recycling into a daily social norm. The campaign shows consumers that their recyclable materials want to be something more, and promotes recycling as a way to give garbage another life.