Every damn bit doesn't help when you spend the entire political capital attempting to secure gains amounting to a few percent of the problem. Corporations in g

Every damn bit doesn't help when you spend the entire political capital attempting to secure gains amounting to a few percent of the problem. Corporations in general love participationism because it doesn't force them to change anything about the way they operate. Instead, the issue becomes about the general public, and whether it has the moral fiber to correct for the problematic way the corporation is doing business. That's why you got the campaign to recycle and attacks on littering and ads like the infamous 'Crying Indian' back in the 70's - Coca-cola didn't want to have a market-based solution to recycling, legislated bottle fees, applied to its products. So instead it successfully created a vast cultural infrastructure where we spend enormous amounts of time and money shaming each other over its refuse, meticulously recycling its refuse, or rebelling against same. The rebellion is part of the solution to Coca-Cola's problem, not society's problem, because it keeps the attention focused on bitter cultural distinctions and the ethics of the individual.