Something that I remember from when I was a kid and the first big recycling awareness programs kicked off was how much they emphasized all "Three Rs" at first, how much all three were required hand in hand, and also how quickly that tapered off (both accidentally and presumably some cases intentionally) until people mostly forgot the other two Rs. The original campaign goals to focus on Reduce, Reuse, and Recycle. Recycle was always meant to be the fallback after you've worked to Reduce and Reuse. Recycle is easier to claim action on, you've got the right bins and they are marked and you sort some of your junk stream, so you are doing your part. Reduce and Reuse are so much harder. It's certainly hard to pat yourself on the back individually for reduce/reuse goals: those are the system goals, the big collective behavior problems.

I do sometimes wonder what some of the educators would change in hindsight based on the overall failure of Reduce and Reuse to be the stronger messages over Recycle in the long term. I bet there is some frustration there because they tried.