"Can plastics be circular? At a recent conference, companies' answer was a resounding yes."
"At a conference in Seattle this summer, Coca-Cola set up shop in an exhibition hall to show off one of its most recent sustainability initiatives. A six-foot-tall interactive jukebox invited passersby to listen to “recycled records” — seven audio tracks that, according to Coca-Cola, represent the world’s first album made with recordings of the plastic recycling process.
The project, produced for Coca-Cola by the DJs Mark Ronson and Madlib, was meant to celebrate Coke’s decision to move from green to clear plastic bottles for three of its brands: Sprite, Fresca, and Seagram’s. Because clear plastic bottles are easier to recycle than green ones, Coca-Cola said they would advance a “closed-loop bottle-to-bottle economy” that uses materials more efficiently and creates less waste.
“Green plastic gets stuck in single-use ruts,” the company proclaims. “Clear plastic unlocks loops as sweet as donuts.”
It was just one of many creative displays at Circularity 23, an annual conference whose objective is to accelerate the “circular economy,” a term that generally refers to market systems that minimize raw resource extraction and waste. For two and a half days, 1,400 attendees — mostly from the world of corporate sustainability — wandered the halls of the Hyatt Regency hotel in Seattle, where companies like Coca-Cola were promoting their own ostensibly circular business practices. Many of these involved plastic: “reclaiming” it from rivers to create disposable mailing envelopes, melting it into its chemical building blocks so it can (theoretically) be used again, advertising its recyclability with QR codes on labels."
Advertisement 
