Debunking the Plastic Recycling Myth with Susan Keefe

What if I told you that the plastic cup you just tossed into a Starbucks recycling bin will never actually be recycled?Our guest is Susan Keefe. Susan founded a consulting business called Eco Forward, which is certified as a California Green Business and she also works as, the Southern California Director for Beyond Plastics. She’s, an environmental advocate fighting to reduce single-use plastics via education and the creation/enforcement of strong plastic policies. She also works to expose false recycling claims and demand honesty from corporations and local municipalities. Last year, Susan personally investigated Starbucks' so-called "recyclable" plastic cups alongside her colleague, retired chemical engineer, Jan Dell. They brought the story to CBS television to prove that, despite the custom-labeled recycling bins found in many Starbucks stores, the plastic cups and lids aren’t being recycled at all. The reason? It’s not economically or technically feasible, and there’s no market for them. The plastic waste ends up in landfill, or worst incinerated. Is It’s piling up, and consumers are being misled.But thanks to relentless advocacy and media investigations, Starbucks has finally begun transitioning away from plastic cups in certain states—a small but crucial first step.In this episode, we’ll dive into Susan’s groundbreaking investigation, why corporate accountability is critical, and what you can do to be part of the solution. If you’ve ever believed in the power of recycling, you need to hear this conversation. Timestamps: 03:20 Introduction to Sustainability and Personal Journey.07:45 Environmental Awakening.15:40 Investigating Corporate Responsibility: The Starbucks Case.20:00 The Reality of Plastic Recycling.24:15 The Economics of Plastic Waste.30:00 Recycling or Exporting Waste?31:40 Microplastics and Their Impact.33:15 Health Risks of Plastics.36:50 Corporate Responsibility: Starbucks' Shift.43:40 “We're All Plastic People Now”.47:45 Beyond Plastics Organization: Susan’s New Role.51:10 Government Accountability.53:45 The Reality of Plastic Waste and Greenwashing.59:00 Taking Action: Community Engagement for Sustainability.01:04:55 Empowering Consumers: Small Steps Towards Change.01:10:20 Innovations in Sustainability: Opportunities Ahead.01:13:30 Susan’s Definition of Happiness.Correction Note (29:20):At around the 29:20 mark, Susan Keefe misspoke when referring to a "material recycling facility." The correct term is "material recovery facility" (MRF). While the two are often confused, a material recovery facility is the accurate term used in the waste management industry. We appreciate Susan’s attention to detail and her dedication to providing clear, accurate information. Books mentioned in the conversation:Drawdown: The Most Comprehensive Plan Ever Proposed to Reverse Global Warming by Paul HawkenToms River: A Story of Science and Salvation by Dan Fagin Documentaries mentionedToxic TownWe're All Plastic People Now Recommended reads:The Fraud of Plastic Recycling | Center for Climate IntegrityThe Fraud of Advanced Recycling | Center for Climate Integrity Where to find Susan Keefe:LinkedIn: https://www.linkedin.com/in/susan-keefe/Instagram: https://www.instagram.com/ecoforward.socal/Instagram Beyond Plastics: https://www.instagra m.com/beyondplastics/Website Beyond Plastics: https://www.beyondplastics.org/staff/susan-keefeWebsite: https://www.eco-forward.comBlueSky: @stopplasticwaste Where to find Juan and Wave Business Excellence Footprint:Website Wave BEF: https://www.wave-bef.com/Website: Health, Happiness & Planet: https://www.wave-bef.com/health-happiness-planetInstagram: Health, Happiness & Planet: https://www.instagram.com/health_happiness_planet/LinkedIn Juan Steigerwald: https://www.linkedin.com/in/juan-eduardo-steigerwald-01710b1/YouTube WAVE BEF: https://www.youtube.com/@wavebusinessexcellencefoot1034 Feel free to contact Wave team at any time.