How the plastics industry shifted responsibility for recycling onto you, the consumer
- Written by Jonathan Baker, Senior lecturer in Strategy, University of Adelaide
Australia’s recycling system has been lurching from one crisis to another for decades. Soft-plastic schemes are collapsing[1], kerbside contamination is on the rise[2], and states are still struggling to coordinate a coherent national approach[3].
But the deeper problem isn’t technical. It’s historical — and moral.
For 70 years, the packaging industry has led advertising and lobbying campaigns that trained us to see waste as an individual failing and a municipal responsibility, rather than a design flaw in the market system itself.
How the recycling myth began in the United States
In the early 1950s, Vermont briefly banned disposable bottles[4] after dairy farmers complained broken glass was killing livestock.
Alarmed, beverage and packaging companies mobilised. They founded Keep America Beautiful, a seemingly civic-minded nonprofit organisation that soon became one of the most influential environmental groups of its era.
In a 1961 ad, Susan Spotless helps her father to Keep America Beautiful.The organisation’s famous “litterbug” ads[5] made the problem look simple. People were to blame for pollution. Picking up rubbish became a moral duty. The structural drivers of waste — packaging design, supply chains, and corporate incentives — were hidden from view.
As our new research shows[6], this kind of early market shaping used moral storytelling to influence how the public understood responsibility for waste — redirecting regulatory attention away from packaging and beverage producers.
The same companies later extended their strategy: lobbying for recycling logos on non-recyclable plastics[7] while fighting container-deposit laws. Recycling became the perfect decoy[8]: a feel-good solution that preserved the disposable packaging economy.
Australia imported the same publicity campaign
The message didn’t take long to cross the Pacific. In 1966, Keep South Australia Beautiful[9] was established with support from a glass manufacturer and a brewery — mirroring the American founding coalition of packaging and beverage firms. Its early focus on litter education and civic pride soon grew into a national movement.
By 1974, Keep Australia Beautiful[10] was running television campaigns with slogans such as “Dopes Rubbish Australia”[11] and the notorious “This little pig” ads[12] in the 1980s. The national “Tidy Towns” awards, sponsored by the Keep Australia Beautiful group, follow a similar script.
The “Dopes Rubbish Australia” ad campaign from 1973.The formula was reminiscent of mid-century Americana: shame the public, celebrate personal responsibility, and leave production systems untouched.
How the system was rigged
In the US, industry influence didn’t stop at ad campaigns. Behind the scenes, packaging and beverage companies lobbied governments to make recycling collection and processing a municipal duty[13]. That shifted the costs of their own waste onto municipalities and taxpayers.
Worse, internal industry research showed they knew large-scale plastics recycling was neither technically feasible nor economically viable[14].
Those findings were quietly buried while the public was urged to rinse and sort non-recyclable materials that were destined for landfill anyway.
Half a century later, the same pattern endures. Most government messaging still focuses on what citizens should do[15] — rinse the yoghurt tub, check the recycling label, avoid contamination — while disposable packaging is produced faster than any municipal system can process it.
Globally, only about 9% of plastics ever made have been recycled[16].
In Australia, recycling rates for flexible plastics remain near zero. Virgin-plastic production, driven by cheap fossil-fuel feedstocks, still outpaces recycled material by more than 15 to one.
In short, the system works perfectly — not for the environment, but for the packaging and beverage companies that designed it.
Learning from history
Individual behaviour matters, but it is no substitute for structural accountability. Three policy shifts would make a genuine difference.
1. Deposit-return schemes should be expanded and harmonised nationwide. Evidence from Europe shows these programs routinely recover over 90%[17] of containers, compared with less than 60% for kerbside recycling.
2. Stronger regulation[18] is needed. These “extended producer responsibility laws” would mandate that producers and retailers fund collection and processing infrastructure, rather than leaving costs to local councils and ratepayers.
3. Production of virgin plastics needs to be regulated to make recycled materials competitive[19]. Without capping output of new plastic, recycling markets will always be flooded with cheaper raw material. That makes it impossible to create a circular economy.
The story of recycling is not one of public apathy but of institutional design. It’s a story of how industries used moral narratives to deflect responsibility.
From “litterbugs” to “recycling heroes,” the same asymmetric pattern endures. Citizens do the work, municipalities pay for it, and corporations keep the profits. To fix the system, we must first rewrite that story.
References
- ^ Soft-plastic schemes are collapsing (www.theguardian.com)
- ^ kerbside contamination is on the rise (www.behaviourworksaustralia.org)
- ^ coordinate a coherent national approach (www.mdpi.com)
- ^ Vermont briefly banned disposable bottles (www.bottlebill.org)
- ^ “litterbug” ads (www.youtube.com)
- ^ our new research shows (journals.sagepub.com)
- ^ recycling logos on non-recyclable plastics (p2infohouse.org)
- ^ the perfect decoy (brooklynrail.org)
- ^ Keep South Australia Beautiful (www.kesab.asn.au)
- ^ Keep Australia Beautiful (kab.org.au)
- ^ “Dopes Rubbish Australia” (www.youtube.com)
- ^ “This little pig” ads (www.youtube.com)
- ^ a municipal duty (digitalcommons.law.ggu.edu)
- ^ technically feasible nor economically viable (www.npr.org)
- ^ what citizens should do (journals.sagepub.com)
- ^ about 9% of plastics ever made have been recycled (www.oecd.org)
- ^ over 90% (sensoneo.com)
- ^ regulation (www.sciencedirect.com)
- ^ make recycled materials competitive (apco.org.au)
Authors: Jonathan Baker, Senior lecturer in Strategy, University of Adelaide
