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Rewarding Consumers for Recycling Packaging: Kimberly-Clark Seeks Shared Value
Beckman, Sara L., Stefanie Robinson, and Seren Pendleton-Knoll
Publication date: 1/1/2017, pages 1-21

This case describes how Kimberly-Clark is encouraging consumer recycling of flexible plastic film packaging, which is wrapped around many of its products, including paper towels, toilet paper, and more. An infrastructure already exists for consumers to return this film to retail stores for recycling, but estimated return rates remain low. Furthermore, Kimberly-Clark is not directly involved in the recycling transaction; retail stores collect the packaging and sell it to recycling companies. Kimberly-Clark is considering a consumer rewards program to incentivize store return of the packaging. Funding this will require Kimberly-Clark to identify new sources of value throughout the film-packaging lifecycle.
 


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