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How2Recycle, a disposal label in North America, is on a mission to transform how America disposes and recycles. Today, GreenBlue’s How2Recycle announces its partnership with award-winning strategy and creative agency Vault49 to work together on a national consumer behavior change campaign.
With How2Recycle labels used on thousands of products and more than 800 How2Recycle member companies spanning Walmart, Target, Unilever, and more, the infrastructure for change is already in place. Yet despite this unprecedented reach, millions of tons of valuable materials still end up in landfills instead of staying in circulation. Amid recycling skepticism and environmental fatigue, the label alone can only do so much to improve recovery outcomes.
Now, How2Recycle and Vault49 will partner with How2Recycle members to complement the label through dynamic consumer education initiatives. The campaign will translate awareness into behavior change at the critical moment when consumers decide what to do with their products and packaging.
“All the key factors for a seismic shift in material recovery are in place: We have the most recognized disposal label in North America, hundreds of forward-thinking member companies, and millions of consumers who want to do the right thing,” says GreenBlue Executive Director Paul Nowak. “What we’re missing is a bridge between recognition and action—and we believe this campaign will be that bridge.”
With 78% of consumers already looking on-pack for recycling information, the How2Recycle label meets consumers where they are. How2Recycle’s partnership with Vault49—the New York City creative company behind bold consumer campaigns—represents a strategic leap forward that positions How2Recycle and its member companies at the forefront of recycling education.
“How2Recycle has built something extraordinary, now we need to turn that recognition into meaningful action. Change that can make a real difference to our planet and our future,” says Vault49 Founder John Glasgow.
Set to launch in 2026 with the participation of select How2Recycle members, this national initiative will combine How2Recycle’s consumer reach with Vault49’s creative direction to deliver:
- Creative storytelling that makes recycling and correct disposal culturally relevant
- Community-focused strategies that turn individual actions into collective impact
- Measurable behavior change that keeps valuable materials in circulation
For How2Recycle members, this represents an opportunity to co-create the future of recycling behavior alongside the most innovative brands in the space.
“For years, we’ve asked one label to do too much of the heavy lifting on consumer education,” Nowak says. “Now we’re leveraging our collective power to ensure that consumers nationwide don’t just see our instructions—they act on them.”
