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mind & bodyFuturity

Flimsy plastic is up to 92% more likely to be thrown away than recycled

the gist

People treat flimsy packaging as trash and heavier packaging as having value. A University of Georgia marketing study found that lightweight plastic bottles and cardboard boxes were up to 92% more likely to end up in landfill than sturdier versions. Over the past two decades manufacturers have thinned bottles and lightened packaging to cut cost and waste, and shoppers accepted it at the till. But the researchers found the feel of an item signals its worth, and we are reluctant to discard things that seem useful, even if we never reuse them. A light, crinkly bottle simply feels like rubbish already.

so what

Well-meant sustainability design can backfire: using less plastic helps only if the item still gets recycled. The finding suggests packaging should feel substantial, or that recycling messages need to counter the assumption that light means worthless.