‘Recyclers: put more effort into rewriting our narrative’

The recycling industry needs to take greater control of how it is perceived by policymakers, communities and young people, according to California-based recycler John Sacco of Sierra, who addressed delegates at the BIR world recycling convention in Gothenburg, Sweden.

Sacco argued that recyclers are increasingly under the scrutiny of regulators and must work harder to communicate the value they bring to society. ‘We seem to be on the menu for regulators all the time,’ he told attendees. ‘Changing the vocabulary changes our narrative.’

According to Sacco, the industry’s efforts to redefine itself have already begun to pay dividends. He pointed to the rebranding of the Institute of Scrap Recycling Industries (ISRI) as the Recycled Materials Association (ReMA) as an example of how a new approach can improve understanding among government officials and the public.

‘Repurposed’

In 2023, Sacco launched a documentary series on Youtube, named ‘Repurposed’, in which he aims to explain the ‘often-overlooked’ vital role of the recycling industry in modern manufacturing and everyday life.

It all helps to change the narrative, Sacco believes. ‘There is a difference in walking into a government building now compared to five years ago,’ he said. ‘There is a better understanding for what we, recyclers do and the importance of what we do.’

Ban on ‘waste’

A key part of that shift, Sacco argued, is moving away from language that undervalues recycled materials. ‘Don’t call it waste,’ he said. ‘When you call it waste, who puts a value on it?’

Sacco stressed that recycled materials are essential to modern manufacturing, highlighting aluminium as a prime example. ‘Without recycled aluminium, there would not be an automotive industry in the USA,’ he said.

Invite schools

Beyond changing terminology, Sacco urged recyclers to become more active advocates for their sector. He encouraged companies to invest in branding, engage with schools and make greater use of social media platforms to showcase the industry’s environmental and economic contributions.

‘It takes energy to invest in our image,’ he said. ‘It’s time to start branding what you do, get into the schools, use social media — it’s free.’

Raising awareness among younger generations is particularly important, Sacco added, noting that greater visibility can inspire future talent and strengthen public support for recycling.

‘The louder we are in talking about what we do, the more kids become aware,’ he said.

Crucial industry

Sacco concluded with a broader environmental message, arguing that recycling plays a crucial role in reducing the impacts of resource extraction. ‘Mother Earth is going to get beat up because of mining,’ he said. ‘The recycling industry is crucial in coming up with a solution.’