With the climate crisis a chief concern of worldly citizens, Fortune 500 corporations, the United Nations, and even the U.S. Department of Defense alike, a “made from recycled water bottles” origin story has practically become ubiquitous. Now more than ever shoppers in particular strive to pat themselves on the back for their “more responsible” consumer choices, and it’s easy to say that supply-chain transparency is “so hot” right now. Greenwashing is rampant. The not-for-profit organization First Mile, though, doesn’t see recycled bottles as a marketing ploy; they see them as a tool for empowering consumers to demand more from brands, just as these brands are trying to meet the demands for exactly these kinds of products. But with that urgency, it’s also necessary to ensure the coveted recycled materials are ethically sourced.