In the 90s and beyond of all of the innovations and branding, and then mentions the subsequent death of those programs.

"NPR tracked down almost a dozen projects the industry publicized starting in 1989. All of them shuttered or failed by the mid-1990s. Mobil's Massachusetts recycling facility lasted three years, for example. Amoco's project to recycle plastic in New York schools lasted two. Dow and Huntsman's highly publicized plan to recycle plastic in national parks made it to seven out of 419 parks before the companies cut funding."