How Big Oil Misled The Public Into Believing Plastic Would Be Recycled — National Public Radio

From National Public Radio (Laura Sullivan):

Laura Leebrick, a manager at Rogue Disposal & Recycling in southern Oregon, is standing on the end of its landfill watching an avalanche of plastic trash pour out of a semitrailer: containers, bags, packaging, strawberry containers, yogurt cups.

None of this plastic will be turned into new plastic things. All of it is buried.

“To me that felt like it was a betrayal of the public trust,” she said. “I had been lying to people … unwittingly.”

Rogue, like most recycling companies, had been sending plastic trash to China, but when China shut its doors two years ago, Leebrick scoured the U.S. for buyers. She could find only someone who wanted white milk jugs. She sends the soda bottles to the state.

But when Leebrick tried to tell people the truth about burying all the other plastic, she says people didn’t want to hear it.

“I remember the first meeting where I actually told a city council that it was costing more to recycle than it was to dispose of the same material as garbage,” she says, “and it was like heresy had been spoken in the room: You’re lying. This is gold. We take the time to clean it, take the labels off, separate it and put it here. It’s gold. This is valuable.”

But it’s not valuable, and it never has been. And what’s more, the makers of plastic — the nation’s largest oil and gas companies — have known this all along, even as they spent millions of dollars telling the American public the opposite.

NPR and PBS Frontline spent months digging into internal industry documents and interviewing top former officials. We found that the industry sold the public on an idea it knew wouldn’t work — that the majority of plastic could be, and would be, recycled — all while making billions of dollars selling the world new plastic.

The industry’s awareness that recycling wouldn’t keep plastic out of landfills and the environment dates to the program’s earliest days, we found. “There is serious doubt that [recycling plastic] can ever be made viable on an economic basis,” one industry insider wrote in a 1974 speech.

Yet the industry spent millions telling people to recycle, because, as one former top industry insider told NPR, selling recycling sold plastic, even if it wasn’t true…

Here’s the basic problem: All used plastic can be turned into new things, but picking it up, sorting it out and melting it down is expensive. Plastic also degrades each time it is reused, meaning it can’t be reused more than once or twice.

On the other hand, new plastic is cheap. It’s made from oil and gas, and it’s almost always less expensive and of better quality to just start fresh.

All of these problems have existed for decades, no matter what new recycling technology or expensive machinery has been developed. In all that time, less than 10 percent of plastic has ever been recycled. But the public has known little about these difficulties.

It could be because that’s not what they were told.

Starting in the 1990s, the public saw an increasing number of commercials and messaging about recycling plastic…

These commercials carried a distinct message: Plastic is special, and the consumer should recycle it…

It may have sounded like an environmentalist’s message, but the ads were paid for by the plastics industry, made up of companies like Exxon, Chevron, Dow, DuPont and their lobbying and trade organizations in Washington.

Industry companies spent tens of millions of dollars on these ads and ran them for years, promoting the benefits of a product that, for the most part, was buried, was burned or, in some cases, wound up in the ocean.

Documents show industry officials knew this reality about recycling plastic as far back as the 1970s.

Many of the industry’s old documents are housed in libraries, such as the one on the grounds of the first DuPont family home in Delaware. Others are with universities, where former industry leaders sent their records.

At Syracuse University, there are boxes of files from a former industry consultant. And inside one of them is a report written in April 1973 by scientists tasked with forecasting possible issues for top industry executives.

Recycling plastic, it told the executives, was unlikely to happen on a broad scale…

And there are more documents, echoing decades of this knowledge, including one analysis from a top official at the industry’s most powerful trade group. “The costs of separating plastics … are high,” he tells colleagues, before noting that the cost of using oil to make plastic is so low that recycling plastic waste “can’t yet be justified economically.”

Larry Thomas, the former president of the Society of the Plastics Industry, worked side by side with top oil and plastics executives.

He’s retired now, on the coast of Florida where he likes to bike, and feels conflicted about the time he worked with the plastics industry…

Thomas took over back in the late 1980s, and back then, plastic was in a crisis. There was too much plastic trash. The public was getting upset…

So began the plastics industry’s $50 million-a-year ad campaign promoting the benefits of plastic.

“Presenting the possibilities of plastic!” one iconic ad blared, showing kids in bike helmets and plastic bags floating in the air.

“This advertising was motivated first and foremost by legislation and other initiatives that were being introduced in state legislatures and sometimes in Congress,” Freeman says, “to ban or curb the use of plastics because of its performance in the waste stream.”

At the same time, the industry launched a number of feel-good projects, telling the public to recycle plastic. It funded sorting machines, recycling centers, nonprofits, even expensive benches outside grocery stores made out of plastic bags.

Few of these projects actually turned much plastic into new things.

NPR tracked down almost a dozen projects the industry publicized starting in 1989. All of them shuttered or failed by the mid-1990s. Mobil’s Massachusetts recycling facility lasted three years, for example. Amoco’s project to recycle plastic in New York schools lasted two. Dow and Huntsman’s highly publicized plan to recycle plastic in national parks made it to seven out of 419 parks before the companies cut funding.

None of them was able to get past the economics: Making new plastic out of oil is cheaper and easier than making it out of plastic trash.

Both Freeman and Thomas, the head of the lobbying group, say the executives all knew that…

The industry created a special group called the Council for Solid Waste Solutions and brought a man from DuPont, Ron Liesemer, over to run it.

Liesemer’s job was to at least try to make recycling work — because there was some hope, he said, however unlikely, that maybe if they could get recycling started, somehow the economics of it all would work itself out.

“I had no staff, but I had money,” Liesemer says. “Millions of dollars.”

Liesemer took those millions out to Minnesota and other places to start local plastic recycling programs.

But then he ran into the same problem all the industry documents found. Recycling plastic wasn’t making economic sense: There were too many different kinds of plastic, hundreds of them, and they can’t be melted down together. They have to be sorted out…

Industry documents from this time show that just a couple of years earlier, starting in 1989, oil and plastics executives began a quiet campaign to lobby almost 40 states to mandate that the symbol appear on all plastic — even if there was no way to economically recycle it. Some environmentalists also supported the symbol, thinking it would help separate plastic.

Smith said what it did was make all plastic look recyclable.

“The consumers were confused,” Smith says. “It totally undermined our credibility, undermined what we knew was the truth in our community, not the truth from a lobbying group out of D.C.”

But the lobbying group in D.C. knew the truth in Smith’s community too. A report given to top officials at the Society of the Plastics Industry in 1993 told them about the problems.

“The code is being misused,” it says bluntly. “Companies are using it as a ‘green’ marketing tool.”

The code is creating “unrealistic expectations” about how much plastic can actually be recycled, it told them.

Smith and his colleagues launched a national protest, started a working group and fought the industry for years to get the symbol removed or changed. They lost…

In response, industry officials told NPR that the code was only ever meant to help recycling facilities sort plastic and was not intended to create any confusion.

Without question, plastic has been critical to the country’s success. It’s cheap and durable, and it’s a chemical marvel.

It’s also hugely profitable. The oil industry makes more than $400 billion a year making plastic, and as demand for oil for cars and trucks declines, the industry is telling shareholders that future profits will increasingly come from plastic.

And if there was a sign of this future, it’s a brand-new chemical plant that rises from the flat skyline outside Sweeny, Texas. It’s so new that it’s still shiny, and inside the facility, the concrete is free from stains…

Larry Thomas, Lew Freeman and Ron Liesemer, former industry executives, helped oil companies out of the first plastic crisis by getting people to believe something the industry knew then wasn’t true: That most plastic could be and would be recycled.

Russell says this time will be different.

“It didn’t get recycled because the system wasn’t up to par,” he says. “We hadn’t invested in the ability to sort it and there hadn’t been market signals that companies were willing to buy it, and both of those things exist today.”

But plastic today is harder to sort than ever: There are more kinds of plastic, it’s cheaper to make plastic out of oil than plastic trash and there is exponentially more of it than 30 years ago.

And during those 30 years, oil and plastic companies made billions of dollars in profit as the public consumed ever more quantities of plastic.

Russell doesn’t dispute that.

“And during that time, our members have invested in developing the technologies that have brought us where we are today,” he says. “We are going to be able to make all of our new plastic out of existing municipal solid waste in plastic.”

[…]

Analysts now expect plastic production to triple by 2050.