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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. The key for brands is to be clear and honest in communications with customers.
Meet Jeff. He is a product line manager for a large CPG brand. He has a
corporate mandate to use sustainable materials, and even a specific initiative
around ocean plastic — but he hesitates. Jeff is keenly aware that today’s
shoppers are eager to support companies making a true commitment to
sustainability, yet these same consumers hate unsubstantiated claims and are
quick to call out
Jeff cares about the planet and wants to do the right thing for future
generations but is afraid of accusations of greenwashing — or, even worse,
inadvertently making inaccurate, brand-damaging marketing claims. He also
worries about the reliability of any new material source. He has qualified some
ocean-bound plastic, and read about plastic offsets, but not launched a program.
Does this sound familiar?
The rising awareness of “ocean plastic” motivated shoppers to demand recycled
content and brands to take action — but also reinforced unhelpful material
silos, with each new label attracting 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.
Let’s start with a quick refresher on recycled plastic terminology.
Deep-ocean plastic: Plastic waste removed or harvested from the ocean.
This may also be called offshore plastic. This clearly fits the consumer
picture of recycled “ocean plastic.”
Marine plastic: Plastic waste collected from rivers or beaches via
This can include interventions such as fishing net take-backs that
incentivize fishermen to return nets to shore and not release at sea. This
may also be called waterway, nearshore, shoreline or coastal plastic and is
frequently included under the umbrella of recycled “ocean plastic.”
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Plastic waste removed from the environment within 50 kilometers of a
coastline. Ocean-bound collection programs motivate local entrepreneurs to
recover plastic waste before it reaches the ocean. This may also be called
prevented ocean plastic and may be included under the umbrella of recycled
Plastic waste removed from the environment inland. Collection programs and
interventions offer local social benefits and support a cleaner environment.
This may also be called mismanaged plastic waste or PCR with a story. This
is not ocean plastic.
Post-consumer recycled plastic (PCR): Plastic waste originating from
consumer products. This can include ocean plastic, mismanaged waste, and
formal recycling programs. All of the above labels are sub-categories of
PCR. This is not ocean plastic.
Post-industrial recycled plastic (PIR): Plastic waste generated in a
manufacturing process that can then be directly reused in a production line.
This is not ocean plastic.
Plastic credits or
System for purchasing the removal of plastic waste from the environment.
This removed plastic waste material may or may not be recycled, but it must
be properly disposed of to ensure that it does not end up back in the
environment. If the plastic waste is from an ocean plastic collection zone,
it may be an ocean plastic credit.
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.
While there are no silver bullets to solving ocean plastic pollution, every ton
of material successfully recycled represents meaningful change, which compounds
over time as those practices are repeated and adopted by others. For brand
owners that want to be first movers and position themselves at the forefront,
there are a plethora of good options to choose from and impactful stories to
confidently — and transparently — share.
The best option for many brands is targeting the millions of tons of plastic
waste flowing into the ocean every year (ocean-bound plastic). This material can
be collected at scale in coastal communities before it reaches the ocean. It is
sourced from emerging markets and is cost-competitive and high-quality, and
thousands of metric tons are available each month. What a brand can do: Choose
ocean-bound material for high-volume production.
Further inland, there are tens of millions of tons of improperly managed plastic
waste causing significant environmental harm (averted plastic). This material is
also cost-effective and has a compelling social impact
story. What a brand can do: Be creative,
source averted material, and promote the impact story.
Sourcing plastic waste floating in the ocean (deep-ocean plastic) is a laudable
but limited option. This material is hard to access, usually degraded, and is
only starting to be collected — only a few hundred metric tons
to-date — and made into
products. What a brand can do: Buy
these “deep-ocean” products or donate to collection efforts.
There is always some waste plastic that cannot or will not be commercially
recycled. This is the hardest to capture in a circular economy and a perfect
opportunity for plastic credits or
offsets. What a brand can do: Buy
plastic credits and go plastic neutral.
Lastly, even waste plastic properly recycled in countries including the US
contributes to the ocean plastic problem
Now, the US stands alone in shipping this material
— some of which will be landfilled in emerging markets after a lengthy,
pollution-generating journey. No consumer wants to be a part of that ocean
plastic pollution story. What a brand can do: Buy local PCR and proudly tell
the story of shortening supply chains and driving the circular economy.
When a brand incorporates recycled plastic into its supply chain, regardless of
the source or method, it becomes part of the solution. Each ton means less
pollution in the environment, reduced fossil fuel consumption, and ultimately
less ocean plastic.
The key to a successful ocean plastic program is providing transparency, so
shoppers understand how their product fits into a circular plastic economy.
Transparency may feel risky; but companies that have done their homework or
found a partner such as
or a certifier such as Control
to validate their sources can move forward on their chosen path with
The bottom line is that using any ocean, averted, reclaimed or recycled plastic
is better than using virgin materials for the same purpose. Brands must stop
worrying about which recycled plastic to choose and instead act now, disrupt the
status quo, and celebrate each positive step. No one can solve this crisis
alone. But together, we can change the trajectory on a global scale — as every
brand’s actions and decisions add up to keeping plastic out of our environment
To learn more about how you can make a switch, visit
Published May 10, 2021 8am EDT / 5am PDT / 1pm BST / 2pm CEST
This article, produced in cooperation with the Sustainable Brands editorial team, has been paid for by one of our sponsors.