Rebranding Garbage: The Litter Campaign

This chapter examines the rebranding of garbage as 'litter' by Keep America Beautiful and their efforts to shift waste management responsibilities to individuals. It discusses the media strategies and cultural narratives used to frame littering as a personal failure, alongside the campaign's successes and challenges in the context of environmental awareness in the late 1960s. As counterculture movements rose, the chapter reflects on how public sentiment began to evolve, leading to a need for the organization to adapt its messaging to remain relevant.