Plastic recycling was an advertising campaign, and the man who ran the industry's own trade body has said so on the record.
1971. A television advert shows a Native American paddling through rubbish with one tear rolling down his cheek. People start pollution, it says, and people can stop it. It was paid for by Keep America Beautiful, a group founded by the companies making the cans and bottles. The actor was an Italian-American from Louisiana called Espera de Corti. Even the Indian was packaging.
1974. An industry insider tells his colleagues, in a speech, that there is serious doubt plastic recycling will ever pay for itself.
1988. The Society of the Plastics Industry launches the chasing arrows symbol and lobbies to have it stamped on the bottom of everything, including plastics nobody on Earth had any plan to recycle.
Larry Thomas was president of that society. In 2020 he explained the thinking to NPR: if the public believes recycling is working, the public stops worrying about plastic. Selling recycling sold plastic.
And it did. Production went from 2 million tonnes in 1950 to over 400 million. Of all the plastic ever made, 9% has been recycled. The rest is in the ground, the sea, the rain and, according to the surgeons, you.
You have rinsed yoghurt pots for 30 years. You sorted, you flattened, you put the right bin out on the right Thursday, in the dark, in your dressing gown. You were the only part of the system that ever functioned.
The little triangle of arrows on the bottom of the tub is the longest-running advert in history, and you have been washing it up.