The rising awareness of “ocean plastic” has motivated shoppers to demand recycled content and brands to take action — but it has also reinforced unhelpful material silos. Each new recycled label attracts fans touting its merits along with detractors decrying it as greenwashing. The result has been a confusing clutter of competing claims from industry professionals, brands and the press covering them. This uncertainty has made it hard for brand owners to confidently wade in. While the terminology soup of recycled plastic sourcing is daunting, at the end of the day every ton of plastic recycled and put back into a circular economy is part of the solution — no matter where it is sourced. The key for brands is to be clear and honest in communications with customers.

Read the full article on Sustainable Brands.