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Companies have taken this incremental approach because while they have paid more attention to social and environmental issues, their first priority has remained maximizing profit for their shareholders.

Take, for example, companies’ focus on improving the recyclability of single-use products instead of considering new business models that could have greater positive impact, such as shifting to reusable packaging or eliminating it altogether.

One notable example is Heinz. The ketchup maker announced a cap for its ketchup bottle that is 100% recyclable. It was the outcome of $1.2 million invested and 185,000 hours of work over eight years, according to the company.

Fortunately they are more efficient in making ketchup !

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