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Though Barnett has been “obsessed with trash” her whole life — growing up, she visited recycling centers and made impromptu stops to inspect roadside trash with her mom — she was also once afflicted with “recycling bias,” she says. She attributes the phenomenon to a long-running messaging campaign aimed at getting Americans to take responsibility for their trash. For decades, Keep America Beautiful, a nonprofit backed by corporations including Coca-Cola and McDonald’s, has been running anti-litter and pro-recycling advertisements. The campaign had the effect of shifting the blame for trash pollution to individuals, rather than the companies that designed products to be disposable.