America’s most trusted recycling label is teaming up with brand and innovation agency, Vault49, to drive consumer action through new campaign.
NEW YORK CITY, NEW YORK, Sept. 22 — How2Recycle, the most widely recognized disposal label in North America, is on a mission to transform how America disposes and recycles. Today, GreenBlue’s How2Recycle proudly announces its partnership with award-winning strategy and creative agency Vault49 to work together on a national consumer behavior change campaign.
With How2Recycle labels used on thousands of products and more than 800 How2Recycle member companies spanning Walmart, Target, Unilever, and more, the infrastructure for change is already in place. Yet despite this unprecedented reach, millions of tons of valuable materials still end up in landfills instead of staying in circulation. Amid recycling skepticism and environmental fatigue, the label alone can only do so much to improve recovery outcomes.
Now, How2Recycle and Vault49 will partner with How2Recycle members to complement the label through dynamic consumer education initiatives. The campaign will translate awareness into behavior change at the critical moment when consumers decide what to do with their products and packaging.
“All the key factors for a seismic shift in material recovery are in place: We have the most recognized disposal label in North America, hundreds of forward-thinking member companies, and millions of consumers who want to do the right thing,” said GreenBlue Executive Director Paul Nowak. “What we’re missing is a bridge between recognition and action — and we believe this campaign will be that bridge.”
With 78% of consumers already looking on-pack for recycling information, the How2Recycle label meets consumers where they are. How2Recycle’s partnership with Vault49 — the New York City creative powerhouse behind bold consumer campaigns — represents a strategic leap forward that positions How2Recycle and its member companies at the forefront of recycling education.
“How2Recycle has built something extraordinary, now we need to turn that recognition into meaningful action. Change that can make a real difference to our planet and our future,” said Vault49 Founder John Glasgow.
Set to launch in 2026 with the participation of select How2Recycle members, this first-of-its-kind national initiative will combine How2Recycle’s unparalleled consumer reach with Vault49’s creative direction to deliver:
- Creative storytelling that makes recycling and correct disposal culturally relevant
- Community-focused strategies that turn individual actions into collective impact
- Measurable behavior change that keeps valuable materials in circulation
For How2Recycle members, this represents an unprecedented opportunity to co-create the future of recycling behavior alongside the most innovative brands in the space.
“For years, we’ve asked one label to do too much of the heavy lifting on consumer education,” Nowak added. “Now we’re leveraging our collective power to ensure that consumers nationwide don’t just see our instructions — they act on them.”
About GreenBlue
GreenBlue is an environmental nonprofit on a mission to accelerate the transition to a regenerative, just, and sustainable materials economy. GreenBlue is the parent nonprofit of seven projects, including the Sustainable Packaging Coalition and How2Recycle. Through these projects and their hundreds of members, GreenBlue strives to be the most reliable and accurate source of truth compelling the packaging value chain to construct environmentally regenerative, socially responsible systems. Learn more at https://greenblue.org/.
About How2Recycle
How2Recycle is the leading labeling program for packaging disposal instructions with the most recognizable on-pack label across the United States and Canada. Launched in 2012, How2Recycle started as a Sustainable Packaging Coalition working group aimed at providing consumers with clear, standard, and accessible on-pack disposal instructions. Today, with its more than 800 participating organizations, How2Recycle and its members are on a mission to make sure that consumers have the information they need to get waste into the right streams. Learn more at https://greenblue.org/projects/how2recycle/
For media inquiries, please contact marketing@greenblue.org
About Vault49
Vault49 builds brands that are visible and valued in culture. From its roots as a street art collective to a global brand and innovation agency, Vault49 remains dedicated to uncovering and telling human stories that resonate with local and global communities.
With integrity and heart, grounded by its Street-Level approach, Vault49 has proudly partnered with some of the world’s most loved brands and companies such as Baileys, Guinness, Pepsi, Campbell’s, Gatorade, AB InBev, General Mills, and Starbucks.
With an ongoing commitment to community impact within and beyond the creative industry, Vault49 is also a proud founding partner of THE SWAP. This unique creative and cultural exchange program inspires and empowers young people from underrepresented communities.
Find out more at: www.vault49.com
For media inquiries, please contact ali.dawkins@vault49.com
