In a moment where sustainability claims are increasingly questioned, the brands that stand out are no longer the loudest. They are the most consistent.
Plastic responsibility today is not defined by a single campaign or perfectly recyclable material. It is defined by what a company does over time: how it reduces plastic at source, how it takes responsibility for what remains, and whether its claims can withstand scrutiny from regulators, auditors, and communities alike.
August’s renewed partnership with Plastic Collective reflects this shift. It is a long-term commitment built around plastic reduction, certified plastic recovery, and independently verified plastic claims. It is designed to hold up not just now, but years from now.
Why plastic claims now demand proof, not just intent
Plastic claims are entering a new era.
Across markets, regulators are tightening guidance on environmental marketing, from the US FTC Green Guides to global ISO standards. At the same time, consumers and civil society are asking more precise questions:
What does this claim actually mean? Who verified it? And what changed on the ground because of it?
This shift has made one thing clear. Good intentions are no longer enough. Plastic claims must now be measurable, independently audited, and transparently disclosed or they risk losing credibility altogether.
It is within this context that August’s approach matters. Rather than relying on broad sustainability language or short-term goals, the brand has embedded plastic responsibility into a multi-year system. That system combines plastic waste reduction certification, certified plastic recovery projects, and third-party verification under leading global standards.
One of the most closely examined elements of that system is August’s public plastic claim.
What does August’s “100% net recycled at end of life” claim mean?
August makes a “100% net recycled at end of life” claim in relation to its plastic footprint. This claim does not mean that August’s products contain no plastic, nor does it suggest instant circularity.
Instead, it means that the equivalent weight of plastic placed on the market is permanently removed from the environment and recycled, through independently certified plastic recovery projects, beyond what would have occurred under a business-as-usual scenario.
This claim is made in line with recognised guidance and regulatory expectations, including:
- ISO 14021 (Environmental labels and declarations)
- World Business Council for Sustainable Development guidance
- Applicable national rules, including the US FTC Green Guides
Crucially, the claim is supported by public disclosures, registry-listed serial numbers, and annual reconciliation conducted by Plastic Collective. This ensures plastic claims compliance, traceability, and audit readiness not just at the point of publication, but over time.
Why this matters for brands, regulators, and communities
Plastic responsibility goes beyond the materials in your products. It is about accountability across the value chain.
For brands, credible plastic neutrality and recovery claims help:
- Reduce greenwashing risk
- Prepare for tightening EPR and disclosure requirements
- Demonstrate due diligence to investors, retailers, and regulators
For communities in plastic pollution hotspots, high-integrity recovery systems can improve livelihoods and environmental outcomes, when they are governed responsibly.
August’s partnership with Plastic Collective intentionally connects these realities. Corporate responsibility is paired with verified environmental impact and social safeguards, backed by recognised standards rather than marketing language.
How August’s certified plastic commitment works
From 2026 to 2028, August will purchase each year:
- 20 Waste Collection Credits (WCCs)
- 20 Waste Recycling Credits (WRCs)
These certified plastic credits support the ASASE Foundation Project in Ghana, a Plastic Collective-certified recovery and recycling project operating in a plastic pollution hotspot, with a women-led governance model focused on community-based waste management.
Each credit represents one tonne of plastic that:
- Would not have been collected or recycled otherwise
- Is processed to an acceptable end-of-life outcome
- Is uniquely issued and tracked on the Verra Registry
This builds on August’s earlier three-year commitment from 2023 to 2025, during which the brand funded the collection and recycling of 22 tonnes of plastic annually (22,000 kg) through the Greencore project, totalling 66 tonnes (66,000 kg) over three years.
Plastic reduction comes first
Plastic credits are only one part of August’s approach.
Alongside certified recovery, the brand has focused on absolute plastic reduction across its products and packaging. This includes:
- Eliminating PE tampon wrappers
- Transitioning plant-based compostable pad wrappers to paper
- Removing plastic film from online retail packaging
- Transparently accounting for remaining plastic components
These changes have resulted in significant plastic reduction despite unit growth, reinforcing a core principle of credible plastic stewardship: reduction before compensation.
Why the ASASE partnership goes further
The ASASE Foundation Project is certified under multiple standards, including:
- Verra Plastic Waste Reduction Standard
- ZPO Ocean Bound Plastic Standard
- ZPO Social Plus Standard
This means August’s support contributes to:
- Recovery of mismanaged plastic within 50 km of waterways
- Payment of a minimum 10% premium above market rates
- Provision of PPE, healthcare access, and safer working conditions
- Zero tolerance of child labour
- Empowerment opportunities, particularly for women
The project’s strong female empowerment focus aligns closely with August’s broader impact mission, showing how certified plastic recovery can deliver social value alongside environmental outcomes.
Insight: durable claims are built on systems, not statements
As enforcement around environmental claims accelerates globally, one lesson is becoming increasingly clear:
Claims without systems do not last.
August’s partnership demonstrates what durability looks like in practice:
- Clearly defined claims
- Third-party certification
- Public, consistent disclosures
- Annual plastic footprint reconciliation
This is what separates credible plastic claims verification from aspirational language and what regulators increasingly expect.
When responsibility is designed to last
Plastic responsibility is not achieved in a single year. It is built through consistent action, transparent systems, and long-term commitment.
August’s renewed partnership with Plastic Collective shows how brands can reduce plastic, support verified plastic waste reduction, and make credible, compliant claims without oversimplifying a complex challenge.
FAQs
What are waste collection credits (WCCs)?
A waste collection credit represents one tonne of additional plastic collected from the environment, beyond what would have occurred without the project.
What are waste recycling credits (WRCs)?
A waste recycling credit represents one tonne of plastic recycled into an approved end-of-life pathway.
Are plastic credits independently verified?
Yes. Plastic Collective–certified credits are issued under the Verra Plastic Waste Reduction Standard and independently audited by accredited third-party verification bodies.
Does “100% net recycled” mean August uses no plastic?
No. It means August takes responsibility for its plastic footprint by ensuring an equivalent amount is collected and recycled through certified plastic recovery projects.
