The recycling myth : disruptive innovation to improve the environment The recycling myth is the perspective that is preached by industry government advocacy groups and even consumers that if we all do our part and recycle this problem of litter and packaging waste can be eliminated. The goal of this book is an awakening that we must do a lot more than collect a beverage container to solve the problem of waste; we must enable an innovation engine toward science technology and supply chain logistics for real solutions to achieve a paradigm shift in consumer products