Here we go again — another shiny new recycling initiative promising to solve a minuscule part of our vast waste problem. This time, it’s Gillette’s razor blade recycling programme, offered in partnership with TerraCycle.
It might sound noble: send back your used blades (any brand!) through the post and feel good about “doing your bit.” But to me, this smacks more of greenwash than green good. It doesn’t take much scrutiny to see that this is not a serious solution — and might even be making things worse.
Think about it. Individual consumers are being encouraged to post tiny bits of metal and plastic through the mail. In this case it’s razors, but I’ve seen similar schemes for toothpaste tubes, contact lens cases, and more. Thousands of single-item parcels criss-crossing the country, each with its own carbon footprint.
Has anyone actually done the maths? Because here’s what it looks like from where I’m sitting:
- Transport emissions are wildly disproportionate. The carbon impact of posting tiny parcels one by one is absurd compared to the amount of waste being “saved.”
- Very few people take part. Only the most committed eco-warriors will go to the trouble. Most razors still end up in the bin.
- It does nothing to shift the system. The core business model — based on disposable, hard-to-recycle products — remains untouched.
Meanwhile, Gillette — owned by Procter & Gamble (who should know better) — gets to polish its eco halo. Consumers feel a little better. And the cycle of overconsumption rolls on.
This kind of scheme pushes the responsibility onto individuals, instead of holding companies accountable for better product design, greater durability, and meaningful take-back infrastructure. It’s a distraction — a superficial bit of PR. Frankly, it doesn’t reflect well on the brand to back something so performative, flimsy and short-sighted.
We need companies to make a real and lasting difference — not just burnish their image. That means designing products with circularity in mind from the outset: razors that last, come apart easily, and can be recycled at scale.
Let’s stop pretending we can post our way out of the waste crisis. Come on, Gillette — this is a feel-good fix with no real substance.
👉 Gillette Razor Recycling Scheme, @Procter&Gamble, @Gillette, @P&G, #recycling, #greenwashing, #CircularEconomy, #SystemThinking
A personal footnote:
Having advised Procter & Gamble for many years, I’m deeply disappointed that — as owners of Gillette — they are backing such a misguided initiative. They could and should be leading the way with genuine innovation and impact – and in particular putting their resources behind creating circular economy systems that eliminate waste.
