Recycling was a big topic at Sustainable Brands this year. More specifically, how brands are making money out of trash. A perfect storm of forces has coalesced to make recycled plastics more viable than they used to be, and sometimes more viable than virgin plastics. A persistently weak economy, a generation growing up with terror of environmental collapse, and the passion to do their best to prevent that, and “waste” becoming more plentiful than crude oil. William McDonough’s pioneering work in Cradle to Cradle is finally heading into the mainstream.