The Consumer Brands Association and The Recycling Partnership are joining forces to enhance consumer recycling awareness. Through SmartLabel, Consumer Brands’ digital QR code platform, consumers can now access localised recycling instructions directly on product packaging. Recycle Check, provided by The Recycling Partnership, offers package-specific guidance, alleviating confusion surrounding recycling protocols. By scanning the QR code and inputting their zip code, consumers receive clear instructions tailored to their area. This collaboration addresses the challenges posed by the fragmented recycling landscape in the US, with nearly 10,000 local programmes each with unique rules. With 78% of consumers consulting packaging labels for recyclability, this initiative aims to reduce the 66% of household recyclables wasted annually. Companies are already integrating Recycle Check, with Consumer Brands advocating for further SmartLabel adoption. This partnership underscores a commitment to advancing recycling efforts and fostering a circular economy.

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