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For decades, our relationship with waste has been defined by disposability and denial. The disposability of everything from coffee cups and cigarette butts to smartphones, and the denial about where it all goes when we’re done with it, means that humans generate over 2 billion tons of waste globally each year, with Americans alone throwing away 290 million tons of waste annually. The convenient fiction is that recycling solves the problem. But the reality is starkly at odds with that comforting idea, and today we explore the challenge with a recycling innovator. Meet Tom Szaky, founder and CEO of TerraCycle, who has spent over 20 years proving that what is considered impossible to recycle is really just unprofitable to recycle—by making the hard-to-recycle profitable. Terracycle has tackled some of the world’s most challenging waste streams, like dirty diapers, cigarette butts, chewing gum, and composite packaging that municipal recyclers cannot handle profitably. TerraCycle now operates in over 20 countries.

Even as TerraCycle proves that many materials can be recycled with the right economic model, Tom has concluded that recycling alone won’t solve waste at its root cause, which led to the launch of the reusable packaging-based consumer good service Loop, which offers reusable packaging at stores in the U.S., Britain, and France. This realization led Tom to the conclusion that the waste crisis isn’t just about recycling better, it’s about redesigning our consumption. Historically, humans have made a mess. Every archaeological site has found waste piles, or what are called middens, alongside human settlements. However, other social species also pile up waste, as well as their dead, in middens. But we needn’t bury ourselves in waste just because humans have always produced trash, as Tom explains, the economics of recycling have limited its success and at a time when we could not track and manage materials, such as during the explosion of trash during the consumer revolution of the 1950s we didn’t have the logistical technology to address the many different materials in our garbage cans, but now we do from scannable codes to optical scanners that sort materials on high speed conveyor belts at materials recovery facilities (MRFs). Terracycle’s pricing today reflects the cost of recycling a material when collection and sorting services, along with localized processing capacity, are not widespread. Now’s the time to take that step towards circularity, a process that needs to start with companies that make what we buy. Tom shares his belief that the most powerful influence is each person’s decisions at the store, which sends a vote to companies; you can send a message by opting for recyclable and reusable packaging. Learn more about TerraCycle and Loop by visiting terracycle.com and exploreloop.com