> At face value, these efforts seem benevolent, but they obscure the real problem, which is the role that corporate polluters play in the plastic problem. This clever misdirection has led journalist and author Heather Rogers to describe Keep America Beautiful as the first corporate greenwashing front, as it has helped shift the public focus to consumer recycling behavior and actively thwarted legislation that would increase extended producer responsibility for waste management.
> For example, back in 1953, Vermont passed a piece of legislation called the Beverage Container Law, which outlawed the sale of beverages in non-refillable containers. Single-use packaging was just being developed, and manufacturers were excited about the much higher profit margins associated with selling containers along with their products, rather than having to be in charge of recycling or cleaning and reusing them. Keep America Beautiful was founded that year and began working to thwart such legislation. Vermont lawmakers allowed the measure to lapse after four years, and the single-use container industry expanded, unfettered, for almost 20 years.
> At face value, these efforts seem benevolent, but they obscure the real problem, which is the role that corporate polluters play in the plastic problem. This clever misdirection has led journalist and author Heather Rogers to describe Keep America Beautiful as the first corporate greenwashing front, as it has helped shift the public focus to consumer recycling behavior and actively thwarted legislation that would increase extended producer responsibility for waste management.
> For example, back in 1953, Vermont passed a piece of legislation called the Beverage Container Law, which outlawed the sale of beverages in non-refillable containers. Single-use packaging was just being developed, and manufacturers were excited about the much higher profit margins associated with selling containers along with their products, rather than having to be in charge of recycling or cleaning and reusing them. Keep America Beautiful was founded that year and began working to thwart such legislation. Vermont lawmakers allowed the measure to lapse after four years, and the single-use container industry expanded, unfettered, for almost 20 years.