The recycling logo—one of the most recognizable images of the environmental movement—was created in a contest held by a plastics company. It's an icon that persuades consumers we can continue to consume products and materials, because the cycle will create an ecological balance between production and consumption that mitigates the environmental impact. Failure to recycle is placed on the individual consumer, not on the manufacturer—even though many common plastics can't be recycled, and the fact that 91% of plastic not being recycled suggests a systematic failure. Stat: For all its campaigns, the United States recycles less than 10% of its plastics. Campaigns such as "Keep America Beautiful" were also funded by companies that produce plastic waste, such as Coca-Cola and Dixie Cup. The message suggests individual responsibility to keep litter out of our environment, and invokes individual guilt and shame for the pollution that is there. Again, it effectively shifts blame from corporations mass-producing pollutants, the root cause of the issue.