Two months ago, a study revealed that the US recycling rate had dropped to just 5% in 2021. Despite new legislation, such as the introduced (but unpassed) US’ Break Free from Plastic Pollution Act and the Plastics Tax in the UK, which took effect last April, there’s a gaping disconnect between the policies and their intent and real-life impact.

Consumers increasingly demand more environmentally friendly products, while retailers are also putting on pressure, spurred by Corporate Social Responsibility (CSR) policies, for more recyclable packaging. So what’s going on? Why are recycling rates so abysmal, and what can brands do to reduce this disconnect to empower consumers?

Of course, design has a pivotal role in tackling this conundrum—and it’s not just about changing materials or introducing limited-edition eco packs.