I want to disagree with Larry, I'm sorry. Maybe not 100% is possible, but I do believe that 99.9% is possible.
I think there are really two things keeping us from getting there. The first thing is alternatives that are cheaper. When I say “alternatives”, I'm talking about landfilling. As a former municipal politician who had a landfill in my municipality, it was just so damn attractive to save money by shipping it off there. It was short-term thinking, because landfills are long-term problems.
If you created the stick part of what I was getting at before by making it more expensive by putting in place a landfill tax, you would find that people would be a lot more interested in finding an alternative. Once you have the stick, match it with the carrot, which is the social marketing to make people aware of what they can do to become more responsible. Particularly youth today are much more likely to jump on that bandwagon.
It won't happen overnight, but I do believe it can be done. We have a saying in our business, “Making more from waste”. We feel that waste is an asset. It's a resource that needs to be managed properly, not only for the betterment of the environment but to make money. I'm all for doing that as well.