Aveda

Going “green” is becoming big business these days. For all the news in recent years about fiscal responsibility, today’s corporate world is marshalling itself for a new mandate: environmental responsibility. Brand owners are increasingly heeding the public call to action – and much of their attention is turning toward packaging. According to the Environmental Protection Agency, the U.S. generated 236 million tons of municipal solid waste in 2003. Just over 30 percent was recovered through recycling or composting. The rest was combusted or land filled. The good news is that recycling recovery rates been climbing steadily in recent years. In 2003, paper and paperboard