'Zuzu' the Hermit Crab is on a Mission to Reduce Plastic Waste by Making Recycling Work

RACINE, Wis., March 3, 2025- By any measure, the impact of plastic waste is reaching crisis levels, impacting our environment and personal health. Each year, 14 million tons of plastic enter our oceans, threatening marine life, human health and our planet. While many Americans diligently sort and recycle their plastic, only 9 percent of this material actually makes it into the recycling stream rather than our environment.

Today, a new advocacy campaign is launching to encourage public support for collective action, including greater business responsibility, to reduce plastic waste. At the heart of the campaign is Zuzu, an adventurous and courageous hermit crab who undertakes a perilous journey to recycle a bottle left behind by a clean-up crew on his beach.