Here There and Everywhere

ROCKFORD, IL—Nick Sundin used to be neurotic about littering. The 37-year-old pediatrician admits he kept trash bags in his car, and would even pick up and throw away garbage he found on the street. Since boyhood, Sundin said, he was keenly attuned to the environmental degradation littering caused, an attitude triggered by the famous Keep America Beautiful “Crying Indian” public service announcement he saw on television as a young man.

Not anymore.

“These ‘eco’ products are amazing—they’ve totally changed my life,” Sundin said. “Now, I just toss my used Seventh Generation–brand paper plates out the car window, knowing they’ll soon be absorbed into the earth.”

The growing “green” trend in product packaging, which emphasizes the use of recycled, biodegradable post-consumer paper-based materials and relies less on petroleum-derived polymers like styrofoam, has unleashed a spontaneous trashing of sidewalks, roadsides, and pristine wilderness by gratified consumers. Though some environmentalists and scientists were caught off guard by the movement, experts say it is here to stay.