Did you read past that one sentence? It backfired in that the slogan is "reduce, reuse, recycle" and everyone just skips 1 and 2 and thinks recycling is magic a

Did you read past that one sentence? It backfired in that the slogan is "reduce, reuse, recycle" and everyone just skips 1 and 2 and thinks recycling is magic and calls it a day. Which of course has more to do with there not being much profit in the first two but it's relatively easy to cash in on making your product "recyclable" or using "recycled materials" and making the consumers think that this means they're basically resource neutral. You can't buy an Amazon Echo product without Amazon telling you how they're so green it would almost be worse for the climate not to buy them (yes, that's an exaggeration but the messaging is pretty aggressive). Heck, the first two parts of the slogan literally mean "don't buy new things" (reduce = don't buy more, reuse = use what you already have).