Hopeful Skepticism Works

Author and Stanford Psychology Professor Jamil Zaki is making the podcast rounds with his new book Hope for Cynics: The Surprising Science of Human Goodness. Given the fervor of a presidential election year and growing cynicism everywhere, this topic immediately grabbed my attention. While digging into basic differences between cynics and skeptics, Dr. Zaki coined a term “hopeful skepticism” that may be a more constructive way to address key issues, including concerns over plastic pollution.

The hopeful skeptic, according to Dr. Zaki, is open to all evidence positive and negative when viewing issues. Hopeful skeptics are informed by curiosity and show a willingness to adjust their opinions when presented with credible data. Cynics in contrast, assume the worst of people and institutions clinging to their blanket assumptions. They search for negatives to support their assumptions and ignore any positives that may disrupt their narrative.

Holding these definitions, I started thinking about plastic pollution and how hopeful skepticism and cynicism both apply to the problem but drive very different outcomes. And because I represent an industry actively working on this issue and serve on various boards promoting recycling, I see credible work being done. Unfortunately, I also get bombarded with social media and mainstream media coverage that fans cynicism around recycling.

?Beginning with a cynical lens, recycling (plastic in particular) has been called a “scam” and a “myth.” Headlines from polarizing groups like Greenpeace declare plastics recycling “impossible” while decrying the lack of plastics recycling. Cynics read these salacious articles and nod in agreement, continue to toss empty containers into the trash and turn up their air conditioners in September. A circular negativity bias forms and nothing changes. Landfills grow larger and industries looking for post-consumer materials for their packaging are left frustrated.

Conversely, hopeful skeptics look at inefficient recycling systems and find ways to improve them. Our industry alone has invested $100 million to get more of our bottles and cans back by modernizing recycling infrastructure in key areas of the country. Ohio has seen $3 million invested through our Every Bottle Back initiative to help modernize collection, sortation and processing of recyclable materials with leading environmental groups. The Ohio efforts alone will drive an additional 288 million pounds of polyethylene terephthalate (PET) over the next decade.

In an epic battle against recycling cynicism, one Ohio company has built North America’s largest state of the art materials recycling facility (MRF). Rumpke opened their $100 million Columbus MRF which will process 150,000-250,000 tons of recyclables annually from 50 Ohio counties. And for the cynics out there wondering, private businesses don’t spend that kind of money on myths.

Our OhioBev board toured this impressive facility which has already demonstrated that recycling done right can benefit Rumpke, processors seeking more post-consumer materials and industries like ours that want to reduce our plastic footprint and put more recycled content into our packaging. Responding to public doubts about recycling, Rumpke teamed up with COSI and the Ohio State University on an interactive exhibit and research center.

I would encourage skeptics and cynics alike to visit the center and see how serious investment, strong markets and hopeful skepticism continues to elevate recycling in the U.S.