An informed consumer is an engaged consumer, but how do we turn that engagement into action?
Every day with our members, How2Recycle seeks to turn information (disposal instructions) into consumer action (recycling what’s recyclable and disposing what’s not). And because we’re in the business of changing behaviors to improve environmental outcomes, we knew that The Blue Paradox exhibit would elevate the stakes of our work, making the consequences of plastic pollution even clearer to our community.
At The Blue Paradox Exhibit in Chicago, we saw the movement follow a foolproof formula for enacting environmental action:
- First, you meet people where they are
- You look clearly at the problem with them
- Then, you provide accessible avenues for action
Let’s dive into what our community can learn from The Blue Paradox movement during the How2Recycle Summit.
What’s The Blue Paradox?
The Blue Paradox is a movement to drive collective action on reducing plastic pollution in marine ecosystems and in our everyday lives. Why do they call it the “Blue Paradox”? According to the movement, there’s a paradox of plastics: that plastics are an essential part of our lives, but overuse threatens the oceans we rely on for survival.
This Fall at the How2Recycle Summit, we went on an SC Johnson sponsored tour of The Blue Paradox exhibit in Chicago’s Museum of Science and Industry. In the 25,000 square-foot exhibit, we were immersed in a hidden world beneath the surface: the world of plastic pollution.
During our tour, we saw how effective environmental education can lead to lasting behavioral change. Let’s explore how each phase works.
Phase 1: Meet People Where They Are
At The Blue Paradox: Every year, the Chicago Museum of Science and Industry welcomes approximately 1.5 million guests, which means that The Blue Paradox is literally meeting people where they are. Psychologically, the exhibit:
- Uses clear language and refrains from using any industry-insider or overly scientific jargon
- Shows real-world examples, like demonstrating that a single-use coffee cup could release 25,000 microplastic particles
- Makes statistics tangible — for example, instead of saying that people ingest five grams of microplastics per week, it says that they could ingest a credit card’s worth of microplastics each week
In your organization: How can you meet consumers where they are when it comes to recycling? Right now, 78% of U.S. consumers look to the product or product label for its recycling information. With accurate, recognizable disposal instructions (8 in 10 consumers recognize How2Recycle labels), you can meet your customers where they are and empower them to make informed recycling or disposal decisions.
Phase 2: Look Clearly at the Problem
At The Blue Paradox: The Blue Paradox doesn’t shy away from the problems of plastic pollution in our marine and everyday environments. The exhibit opens with calling plastic pollution one of the biggest environmental issues of our time. It uses data visualizations to make the scale of the crisis clear. It shows the world’s biggest plastic waste producers (the U.S. at No. 1); plastic contribution by industry (packaging at No. 1); and real-time statistics for amount of plastic produced, recycled, and shipped in the U.S.
In your organization: Aside from adopting a How2Recycle label, companies can also reframe the plastics conversation to inspire action. Check out this resource from our sister nonprofit, the Sustainable Packaging Coalition, on how you can practice environmental transparency, avoid greenwashing, and inspire action with your customer base.
Phase 3: Provide Accessible Avenues for Action
At The Blue Paradox: Despite the scale of the plastics pollution crisis, The Blue Paradox exhibit doesn’t overwhelm museum-goers. How? It doesn’t simply share daunting statistics and send you home.
Research shows that it’s best to combat feelings of disempowerment by providing “clear direction on what meaningful actions people can take.” The Blue Paradox exhibit does exactly this – it provides museum-goers with accessible actions they can take to address the crisis. The exhibit pointed to EPR legislation as a key lever for action, and the movement offers five simple actions anyone can take to help mitigate the crisis.
In your organization: One of our best tools for preventing pollution is helping consumers put their waste into the right stream. That’s why we’ve conducted rounds of testing and research to ensure that our refreshed How2Recycle labels are as clear and actionable as possible — and why we encourage our members to use the labels even if their packaging isn’t widely recyclable yet.
How Can You Make a Difference?
If you’re a member interested in increasing your consumer education efforts, reach out to get involved in our consumer education campaign. And if you’re not a How2Recycle member, we encourage you to get involved in our program to provide your customers with North America’s most recognizable on-pack instructions.