Recycling terminology can mislead consumers, study finds

Researchers at the University of Manchester, UK, have found that the language used to describe end-of-life solutions for plastic packaging waste may influence consumer perceptions and potentially hinder progress toward a circular economy.

In a new study published in Cambridge Prisms: Plastics, the researchers point out that directional terms, such as “upcycled,” “downcycled,” and “recycled,” have proliferated on packaging labels, skewing consumer perceptions of the potential environmental benefits.

The researchers explain that “downcycling” implies the production of a less favorable or “less good” recycled end product material, while “upcycling” has positive connotations.

They highlight that in real life, a “downcycled” stream may produce a high-value product, while an “upcycled” path may have a greater negative environmental impact than alternative routes.

Michael Shaver, professor of polymer science at the University of Manchester, says: “The confused terminology surrounding the fate of plastic waste often lacks a consideration of value and unintended consequences.”

“As these terms are now used to promote technologies outside of a sustainable system, we felt it important to argue for clarity and caution when presuming quality from this directional terminology.”

Improving clarity

The researchers say that end product materials from packaging industry waste could be used in other sectors, such as automotive, textiles, building, and construction, assuming the material has been adapted to the appropriate quality.

The scientists call for greater clarity in valuing end products. They propose a “spiral system” of reuse, where plastic is seen as a complex mixture that can be chemically deconstructed at the end of its life and transformed to become other longer-lasting products.

They also suggest, given that PP recycled from packaging is used in multiple industries, a cross-sector approach to plastic waste reuse could create greater value than focusing solely on single-use packaging.

Co-author Claire Seitzinger says: “Building a circular plastics economy means looking at the whole system, not isolated solutions pitched against each other. Policy, industry, innovation, and collaboration across sectors are essential for a sustainable future.”