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J&J launches program after only 20% of Americans found to recycle

By Michelle Yeomans+

22-Oct-2013
Last updated on 22-Oct-2013 at 16:47 GMT2013-10-22T16:47:41Z

J&J launches program after only 20% of Americans found to recycle

The global personal care brand has launched a ‘care to recycle’ campaign in a bid to remind US consumers to recycle more toiletries after 7 out of 10 Americans admitted that they only recycle bathroom items every 1 in 5 instances.

According to J&J, this is the first recycling awareness campaign of its kind to be hosted exclusively on Tumblr and includes a video where visitors are encouraged to help spread the word and show their commitment to recycling bathroom personal care items, along with a number of shareable posts that include information and tips.

"Because many of our personal care products are used or stored in the bathroom, we wanted to understand if Americans are recycling there," says vice president, Paulette Frank on the venture.

"After reviewing the results of the research, we saw a very real opportunity to help reduce waste by educating people about recyclable bathroom items. With its active community of highly engaged content seekers, Tumblr seemed like the ideal platform to help spread the word about recycling in the smallest room of the house and how it can make a big difference to our planet," adds Frank.

Encouraging consumers to recycle

The market research conducted by the Shelton Group, a sustainability-focused advertising and marketing agency, concluded that recycling in the bathroom is simply not top of the mind for many people. In fact, 40% of Americans were found to not recycle bathroom items at all.

Amongst the reasons cited, the agency says 22% reported that they had never thought about recycling in the bathroom and 20% confessed that they didn't even know that products in the bathroom were recyclable. 

"We hope it leads to a change in the behavior of throwing recyclable bathroom items in the trash and a greater awareness that we can all contribute to a healthy planet," says Frank.

The 'Care To Recycle' Tumblr also encourages Users to share the video at various points on the page, which also includes a host of information, tips and resources to be a better bathroom recycler, including which bathroom items can be recycled.

Making great efforts to go green

Just last year the brand announced it was halfway to meeting its 2015 ‘Healthy Future’ goal to innovate better products with smaller environmental footprints by adding a range of new products to its Earthwards portfolio.

According to the industry veteran, Earthwards will never appear as a logo on a product label, but is rather an internal process with tools and resources that drive the type of sustainable product development stakeholders expected of the company.

Sundown Sun Care Products is one of the most recent J&J product lines to undergo packaging changes to incorporate more renewable materials, including a combination of sugar cane-based and post-consumer recycled polyethylene rather than petroleum-derived PE.

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