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Trianon Scientific Communication

Recycable vs. Recycled: understanding the difference and avoiding greenwashing

Updated: 3 days ago

In this era of increasing environmental consciousness, terms like "recyclable" and "recycled" are frequently used in product descriptions and marketing materials. However, these terms are not interchangeable, and misusing them can lead to confusion or even greenwashing. This is a closer look into the differences between the two terms and and a quick guide on how to use them responsibly.



  1. What does "recycable" mean?

It means that a product or material is capable of being recycled - that is, it can be collected, processed, and manufactured into new products or materials after its initial use. However, it's important to understand some nuances about this term:


Potential vs. reality:

"Recyclable" indicates the potential for recycling, not a guarantee that an item will be recycled. The actual recycling depends on various factors such as local recycling facilities, consumer behaviour, and market demand for recycled materials.


Degree of recyclability:

Some items are more easily recyclable than others. For example, aluminum cans are highly recyclable and are often made into new cans. On the other hand, some plastics are technically recyclable but are rarely recycled due to economic or technical constraints.


Conditions for recycling:

Many items are only recyclable under specific conditions. For instance, a plastic container might be recyclable only if it's clean and free of food residue.


Local variations:

What is and what is not recyclable can vary significantly from one location to another based on local recycling capabilities and programs.


Labeling:

If you want to label your product as "Recyclable" in Europe, there are several rules and regulations you must comply with to ensure that the label is accurate, transparent, and legally compliant.


1. European Union (EU) Waste Framework Directive (2008/98/EC) [1]

- The Waste Framework Directive sets the basic principles of waste management and recycling across the EU.

- A product labeled as recyclable must be recyclable in practice and at scale within the EU member states.

- This means that a recycling infrastructure must be in place to process the material in most places where the product is sold.


2. ISO 14021: Environmental Labels and Declarations (Self-declared environmental claims) [2]

- A product should not be labeled as recyclable unless at least 50-70% of the population where the product is sold has access to recycling facilities for that product.

- The term "recyclable" should refer to all parts of the product or specify which parts are recyclable.


3. EU Directive on packaging and packaging waste (94/62/EC) [3]

- This directive outlines the requirements for packaging materials to be recyclable.

- Packaging materials labeled as recyclable must meet certain standards, such as being recyclable by the available recycling systems in the country where the product is sold.

- You must also comply with extended producer responsibility (EPR), which makes companies responsible for the disposal and recycling of their packaging.


4. The Waste Electrical and Electronic Equipment (WEEE) Directive (2012/19/EU) [4]

- If your product is an electronic or electrical item, it must comply with the WEEE Directive, which governs the recycling of electrical products in the EU.

- You should use the crossed-out wheelie bin symbol to indicate recyclability under WEEE, in addition to any "recyclable" label. (Read our article about WEEE waste here)


5. Greenwashing and misleading claims (EU Directive 2005/29/EC on unfair commercial practices) [5]

- Under this EU directive, false or misleading environmental claims (greenwashing) are prohibited.

- The claim that your product is recyclable must be evidence-based and verifiable.

- Avoid using vague or ambiguous terms like “recyclable” without providing details or proof of recyclability.


6. National guidelines

- Each EU country might have additional regulations or specific guidelines on recycling claims.

- For example, Germany has stricter rules under the Packaging Act (VerpackG), and France has additional labeling rules under its Anti-Waste Law for a Circular Economy (AGEC).

- Some countries require the use of specific symbols or logos indicating recyclability (e.g., Grüner Punkt in Germany, Triman Logo in France).


7. Extended Producer Responsibility (EPR)

- Many EU countries have EPR schemes for packaging, where producers must fund or manage the recycling of their packaging waste.

- Register with the national packaging compliance scheme in the country where you’re selling your product.


Example of recycable material:


A plastic water bottle labeled with the recycling symbol and the word "recyclable" indicates that it can be processed in a recycling facility, provided it's properly disposed of and collected.



A plastic water bottle labeled with the recycling symbol and the word "recyclable"
A labelled "recycable" plastic water bottle


  1. What does "recycled" mean?


"Recycled" refers to materials or products that have been processed from a used item or waste material and turned into a new product. Here are some key points to understand about the term "recycled":


Process completion

Unlike "recyclable," which indicates potential, "recycled" means the recycling process has actually occurred. The material has been collected, processed, and manufactured into a new product.


Types of recycled content

  • Post-consumer recycled content: Materials that have been used by consumers and then recycled.

Post-consumer recycled content refers to materials that have already served their purpose in the hands of consumers. These items, once discarded, undergo a transformative process where they are collected, sorted, and recycled into new products. This not only diverts waste from landfills but also conserves natural resources and reduces the energy required for manufacturing.


  • Pre-consumer recycled content: Manufacturing scraps or byproducts that have been recycled before reaching consumers.

Pre-consumer recycled content encompasses materials that are reclaimed from the manufacturing process itself. These are scraps or byproducts generated during production that would otherwise be wasted before reaching consumers. By recycling these materials, manufacturers can minimize their environmental footprint while also optimizing resource efficiency


Percentage

Products can be made from 100% recycled materials or contain only a portion of recycled content. When a percentage isn't specified, it doesn't necessarily mean the product is made entirely from recycled materials.


Quality

Recycled materials can sometimes be of lower quality than virgin materials, which may affect the properties or lifespan of the final product, e.g. recyled paper.


Energy savings

Using recycled materials often requires less energy than processing raw materials, though this can vary depending on the material and recycling process.


Labeling regulations

In many countries, there are regulations about how the term "recycled" can be used in product marketing to prevent misleading claims.


Example of recycled products

A notebook advertised as "made from 100% recycled paper" means that all the paper used in its production came from previously used paper products that were collected and reprocessed.



A notebook advertised as "made from 100% recycled paper"
A 100% recycled paper notebook
  1. The key difference between "recycable" and "recycled"


Stages in the recycling process

- Recyclable: refers to the potential for future recycling.

- Recycled: indicates completed recycling; the material has already been reprocessed.


Consumer action

- Recyclable: requires consumer action (proper disposal) to fulfill its potential.

- Recycled: o further consumer action is needed; the recycling has already occurred.


Environmental impact

- Recyclable: the environmental benefit is potential and depends on actual recycling.

- Recycled: has already provided an environmental benefit by reducing the use of virgin materials.


Manufacturing process

- Recyclable: made from either virgin or recycled materials, with the potential for future recycling.

- Recycled: made partially or wholly from materials that have already been used and reprocessed.


The case of PET

Calling PET recyclable can indeed sometimes border on or become greenwashing. Here is why:


Lack of local recycling infrastructure

If your company promotes PET products as recyclable in regions where no PET recycling infrastructure exists it will not be recycled. Although PET is technically recyclable, this claim becomes misleading when consumers lack access to facilities that can process the material. This practice exemplifies greenwashing, as it creates a false impression of environmental responsibility, despite the product not being recycled in practice for the target market.

Composite or multi-layer PET products

If PET is combined with other materials, such as multi-layer food packaging it becomes ,uch harder if not downright impossible to recycle. Claiming such packaging as recyclable is deceptive because these composite materials typically cannot be recycled through standard processes, even though they contain recyclable PET. Oversimplifying the recyclability of the product amounts to greenwashing, as it is misleading consumers about its true environmental impact.

Coloured PET

Although coloured PET is technically recyclable, claiming it to be recyclqble is misleading because coloured plastics have lower recycling rates and are less valuable due to their limited end-use applications. Discolouring PET sustainably, without reducing its quality, is possible, but by failing to disclose these limitations, the company misrepresents the environmental benefits. Thus this is greenwashing.

Contaminated PET

While PET is recyclable, containers contaminated with food waste often cannot be processed and may even contaminate other recyclables. Omitting this critical information is misleading consumers.


Overemphasising recyclability

If your business markets the recyclability of its product as the primary green selling point, while overlooking other significant environmental impacts, such as the carbon footprint of production. This approach is misleading because it provides an incomplete view of the product's overall environmental impact, diverting attention from its broader ecological footprint. As a result, this tactic constitutes greenwashing.


Lack of recycled content

Heavily promotes the recyclability of PET products while failing to use any recycled PET. This is a form of greenwashing because it shifts the responsibility of sustainability entirely onto consumers, without the company taking meaningful steps to close the recycling loop itself. By focusing solely on recyclability without integrating recycled materials, the company misrepresents its commitment to environmental sustainability.


NB: while PET is generally recyclable, the reality of its recycling is complex and varies greatly depending on local infrastructure, product design, and consumer behaviour.


  1. Common Misunderstandings and Greenwashing


Misusing these terms, may mead to being called out for greenwashing. Here are some common examples:


Recyclable does not guarantee recycling

A company may advertise a product as "100% recyclable," even though local recycling facilities cannot process that material. This creates a false impression that the product will actually be recycled. A more responsible approach is to provide clear information on how and where consumers can recycle the product.


Misleading recycled content claims

Some products are labeled as "made with recycled materials" while containing only a marginal percentage of such content. To avoid misleading consumers, companies should transparently disclose the exact percentage, such as "contains 30% recycled materials."


Recyclable packaging vs. non-recyclable product

Promoting a product as eco-friendly solely based on its recyclable packaging, while ignoring the fact that the product itself is neither recyclable nor made from recycled materials, can be deceptive. It is better to be clear about which parts of the product or packaging are recyclable or recycled.


An example would be a company promoting a single-use plastic bottle of hand soap as "eco-friendly" because the outer cardboard packaging is recyclable, while the cardboard can be recycled, the plastic bottle inside is made from virgin plastic, is not recyclable, and contains no recycled content. By focusing only on the packaging and ignoring the environmental impact of the non-recyclable bottle, the company creates a misleading impression of sustainability. A more transparent approach would be to clarify that only the outer packaging is recyclable, and to offer improvements to the product itself, such as using recycled plastic or designing a refillable system.




a single-use plastic bottle of hand soap with written "eco-friendly" , in a cardboard packaging with written "Recycable" on it.
Greenwashing: False labelling



Technically recyclable but practically difficult

Claiming that a complex electronic device is recyclable without offering realistic ways for consumers to recycle it is a misleading practice. A more genuine approach would involve providing a take-back program or specific recycling instructions, ensuring that the recyclability claim can be fulfilled.


  1. Best practices for consumers and companies


For consumers:

  • Understand that "recyclable" doesn't guarantee that recycling will actually occur.

  • Look for specific percentages when a product claims to be made from recycled materials.

  • Check local recycling guidelines to know what's actually recyclable in your area.

  • Be critical of vague environmental claims. Be very critical!


For companies:

  • Be specific about recycling and recyclability claims, including information on how and where to recycle.

  • Clearly state the percentage of recycled content in products.

  • Invest in making products more recyclable and in using more recycled materials.

  • Provide transparent information about the entire lifecycle of products.



Understanding the difference between "recyclable" and "recycled" is crucial for making informed environmental choices. While "recyclable" products offer the potential for future recycling, "recycled" products have already contributed to reducing waste and conserving resources.


As consumers, we should be aware of these distinctions and look beyond marketing claims.

As companies, the responsibility lies in using these terms accurately and investing in truly sustainable practices. By doing so, we can all contribute to a more circular economy and a healthier planet.


Remember:


It's worth noting that just because something is labeled as "recyclable" doesn't necessarily mean it's environmentally friendly. Nuclear bombs are recyclable, but not necessarily beneficial for the environment.

While using recycled materials is generally better for the environment than using virgin materials,

  • The best waste is no waste!

  • The most sustainable option is often to reduce consumption first, then reuse where possible, and finally recycle.


Let's strive for clarity in our environmental communication and action in our sustainable practices.



This article has been written following a workshop given at the Shifitng economy week 2024 in Bruxelles called: Beyond appearances: Outsmarting greenwashing and social washing.

 

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