The Truth Behind Recycling: Lessons Learned from the Tetra Pak

Recycling: The Great Green Illusion?

Right off the bat, let’s get one thing straight. Recycling is not the sustainability saviour we were promised. For decades, we have been told a lovely narrative: that recycling is the key to sustainability. We’ve been encouraged to sort our waste, rinse out our plastics, and drop our empty cartons into the right bin, believing that we’re playing our part in saving the planet. Hate to be the one to break it to you, but this whole system is flawed. “Reduce, Reuse, Recycle” was always meant to be a hierarchy, yet somehow, we’ve been conditioned to skip the first two and jump straight to “Recycle” like it’s a get-out-of-guilt-free card. Who’s to blame? Let’s take a quick history lesson….

 What if we told you that this narrative was designed to shift responsibility away from the real culprits—corporations and manufacturers—and onto us, the consumers? What if, instead of being the solution, recycling is actually a very cleverly marketed disguise for the real problem: unchecked production and corporate greenwashing?

Take the carbon footprint, for example. A term we now associate with personal responsibility for climate change was actually invented by BP (British Petroleum, one of the world’s largest oil companies) in the early 2000s as a public relations strategy to shift the conversation away from the oil industry’s massive environmental destruction. These very same tactics have been used with recycling. The idea that individual recycling alone can solve the waste crisis conveniently distracts from the fact that corporations continue to flood the market with single-use, non-recyclable materials.

Don’t get me wrong, at Fifty Shades Greener we advocate for individual action, we give people the knowledge, values, and attitudes to have sustainable lifestyles and workplace environments through our educational programmes. However, individual actions alone will not solve the crisis, corporations and policy makers hold a much larger responsibility than individuals.

The rise and fall of Tetra Pak is the perfect case study in the flawed system of recycling. Marketed as an eco-friendly alternative to plastic, these cartons were supposed to be a game-changer. But, as it turns out, they’ve only reinforced a cycle of waste, pollution, and corporate deception. And the worst part? They’re not the only example.

Let’s dive into the reality behind recycling, the origins of consumer blame, and why our focus should be on reducing and reusing (and repairing and refusing and remanufacturing and refurbishing and the list goes on, but I think I’ve made my point) long before we even consider recycling.

Recycling as a Corporate Strategy: Shifting the Blame

One of the biggest myths in today’s world of sustainability and environmentalist is that the individual holds primary responsibility for reducing waste. But where did this idea come from? Certainly not from environmental groups or policymakers (because even they would have realised at some point that the global waste crisis isn’t on the shoulders of the individual). It was from big corporations.

At the risk of sounding like conspiracy theorists, let’s revisit the whole carbon-footprint-was-invented-by-BP-thing. So, in 2004 BP launched a massive marketing campaign encouraging consumers to measure their own carbon footprints. They even came out with a “carbon footprint calculator” so you could see how your daily activities were ruining the planet. This, quite cleverly, subtly shifted attention away from the oil industry’s role in global emissions. The message was clear: It’s not us, it’s you. If individuals just drove less, used energy-efficient lightbulbs, and cut down on meat, climate change would be solved. Meanwhile, BP and other fossil fuel giants continued extracting and burning resources at an unprecedented rate.

The same tactic has been applied to waste and recycling. Companies like Coca-Cola, Nestlé, and Tetra Pak, have built their brands around sustainability claims, encouraging consumers to “do their part” by recycling. But this clever marketing leaves out a crucial truth: most of what we put in our recycling bins doesn’t actually get recycled.

In fact, 91% of all plastic waste is not recycled.

What?! That can’t possibly be true! Except it is, and if you don’t believe me, check it out for yourselves. Only 9% of global plastic is successfully recycled. Despite many individuals diligently doing their part, washing and separating waste, and ensuring it all goes in the right bin. How can this be? Mostly through lies, greenwashing, and mismanagement. Which leads us right into what we call “the Tetra Pak Dilemma”.

The Tetra Pak Dilemma: When “Recyclable” Doesn’t Mean Recycled

Tetra Pak, the company behind the universal carton packaging for milk, juice, and soups, has positioned itself as an eco-friendly alternative to plastic. They’re lightweight, they’re easy to store, and they have a cute little recycling symbol on the bottom that makes us feel good about our purchase. But here’s the catch, Tetra Paks are not easily recyclable. In fact, in many places, they are not recycled at all.

So, what’s the problem? Tetra Paks are technically recyclable, but only in facilities that have the specialised machinery required to separate their multiple layers. Tetra Pak cartons are made of 75% paperboard, but the remaining 25% consists of polyethylene (plastic) and a thin layer of aluminium. This complex combination makes recycling incredibly difficult. Unlike glass or aluminium, which can be melted down and remade into the same product, Tetra Paks require specialised facilities to separate their layers. This process is expensive, energy-intensive, and, in most cases, not available.

According to data from the Ellen MacArthur Foundation, only 26% of their cartons are recycled globally. That means 3 out of 4 Tetra Paks end up in landfills, incinerators, or the ocean. And even when they are recycled, they are not a closed-loop system. Which means, they are not turned back into new cartons after being recycled (thus closing the loop). Instead, the paper fibres are extracted and used for things like tissue paper, while the remaining plastic and aluminium become a waste byproduct called “polyaluminum,” which is downcycled into things like park benches or roof tiles—if it isn’t discarded altogether.

So, if Tetra Pak recycling is such a disaster, why do we keep buying into the myth? (HINT: it’s not your fault).

The Blame Game: Why Consumers Are Set Up to Fail

The problem with recycling isn’t just that it’s inefficient and doesn’t work, it’s that it was never designed to work. Large corporations have spent decades pushing the idea that consumers are the ones responsible for solving the waste crisis, all while they continue to churn out billions of single-use products each year.

Think about it. Have you ever felt guilty for forgetting to bring your reusable cup to the coffee shop? Have you ever stood over a bin, agonising over whether your yogurt lid should go in recycling or landfill? Meanwhile, the beverage industry, which produces over 500 billion plastic bottles per year, conveniently avoids regulation by placing the burden of waste management on you. (See, I told you it’s not your fault.)

The same goes for Tetra Pak. They’ve spent millions of dollars on ad campaigns promoting their “recyclability,” all while knowing that most of their cartons will never actually be recycled. This is not an accident or ignorance, it’s a carefully crafted PR strategy that allows them to continue producing unsustainable packaging without consequence.

Lessons from the Tetra Pak: Recycling Alone Won’t Save Us

The takeaway from the Tetra Pak deception is simple: we cannot recycle our way out of the waste crisis. Recycling should be the last resort, not the first line of defence. The real solution lies in reduction and producer accountability.

1. Holding Corporations Accountable

Instead of putting the responsibility on consumers, we need stronger policies that force corporations to take responsibility for the waste they create. This includes:

• Extended Producer Responsibility (EPR) Laws: Requiring companies to take responsibility for the entire lifecycle of their products, including proper disposal. For example, design packaging that is genuinely recyclable and to contribute to the costs of waste management.
• Bans on Single-Use Packaging: Many cities and countries have already implemented bans on plastic bags, straws, and polystyrene containers. This needs to expand to cover more materials in more countries.
• Transparency in Environmental Claims: No more greenwashing. If a company claims their product is “eco-friendly,” they should be required to prove it through independent audits. 

2. Reduce (or Reuse, Repair, Remanufacture…) Before You Recycle

Recycling should be the last resort. And I will say that again for those in the back, recycling should be the last resort! Instead, we should be focusing on reducing and reusing materials in the first place. Some practical steps include:

• Switching to Refill & Reuse Systems: Many companies are now offering refill stations for cleaning products, food staples, and even beverages. Glass bottle return systems should be reinstated on a wide scale, AKA bring back the milkperson (updated from milkman because it’s 2025).
• Incentivizing Circular Business Models: Companies should be rewarded for offering durable, repairable, and reusable alternatives instead of single-use options. No more planned obsolescence, it shouldn’t have been allowed in the first place.
• Educating Consumers on Low-Waste Lifestyles: Instead of promoting “better recycling,” we should be teaching individuals how to avoid disposable packaging altogether.

3. Push for Better Infrastructure

• One of the biggest barriers to effective recycling is a lack of infrastructure. While some materials, like aluminum, have well-established recycling loops, others, like mixed plastics and Tetra Paks, require massive investments to be processed properly. Governments and businesses must work together to build better recycling systems that actually work, rather than relying on consumers to figure it out on their own.

Conclusion: Rethinking Our Approach to Waste

Recycling has been marketed as the ultimate environmental solution, but in reality, it has distracted us from the real problem—overproduction and corporate irresponsibility. The case of Tetra Pak demonstrates just how misleading sustainability claims can be and why we need to push for systemic change rather than placing the burden on consumers.

The path forward is clear: we need to hold corporations accountable, demand truly sustainable alternatives, and prioritise reducing and reusing well before we even think about recycling. Until then, we’ll just keep sorting our trash while big corporations keep selling us the myth that we can recycle our way out of the mess they created.

The question is: are we ready to stop playing along?

Don’t Just Recycle, Redefine the System:

The truth is, we can’t recycle our way out of this mess—but we can rethink our approach to waste. It starts with education, awareness, and demanding accountability from the corporations who created this crisis in the first place.

If you're ready to dive deeper into sustainability, challenge greenwashing, and drive real change, join us! Our sustainability education programmes provide the tools, knowledge, and confidence to take action—whether in your workplace, community, or everyday life. Learn more and take the first step toward a truly sustainable future!

About the Author

Kiri Spanowicz is the Communications Officer at Fifty Shades Greener, bringing a blend of sustainability knowledge and a spirited approach to her content. With a background in marine biology and years as a scuba diving instructor, Kiri leverages her deep appreciation for the natural world to advocate for environmental education. She is dedicated to crafting content that is not only fun and cheeky but also richly informative—believing that learning about sustainability should be as entertaining as it is enlightening. Her work, aimed at making environmental awareness engaging and accessible, has been recognized across various platforms. Follow Kiri's journey on LinkedIn or through the Fifty Shades Greener blog for a lively take on transforming both business practices and personal habits for a greener future.