Advanced Recycling Rulemaking

The passage of SB 54 allowed for new opportunities in addressing plastic waste through innovative legislative and regulatory solutions. Advanced recycling—which breaks down plastic waste into its original components for reuse in new products—emerged as a key strategy to handle difficult-to-recycle items.

Challenge

Chart a realistic pathway for businesses and consumers to meet the ambitious goals for the future of recycling in California set by SB 54, which aims to reduce single-use plastic waste while requiring manufacturers to manage the end-of-life disposal and recycling of their plastic products through a more sustainable and circular approach to plastic waste management.

Solution

Develop and launch a digital campaign with data-driven, highly creative and compelling assets targeted at key decisionmakers in an effort to impact the SB 54 rulemaking process, which is ongoing.