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

SC Johnson, Conservation International and EarthEcho International are working with celebrity partners on an advocacy campaign that calls for collective action and urges greater business responsibility

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.

Watch Zuzu's story at joinzuzu.com, an online hub where people can learn about the plastic waste crisis affecting the Earth and sign a new petition to advance legislation around recycling infrastructure.

The advocacy campaign is led by SC Johnson and its long-time partners in the advocacy and impact community – Conservation International, EarthEcho International and Plastic Bank. The campaign is also supported by a variety of sustainability-minded famous faces, including Orlando Bloom, Nina Dobrev, Dylan Efron, and more.

Dobrev, advocate and actress, said: "Ocean conservation has always been close to my heart, and the reality is that our planet can't wait. Every piece of plastic we keep out of the ocean makes a difference, but we need businesses to step up and do more. That's why I'm so excited to join forces with Zuzu to spark real change. Let's turn awareness into action and make recycling actually work."

New Survey: Consumers Demand Better Recycling Solutions
A new survey, commissioned by SC Johnson, of more than 3,000 U.S. adults revealed a substantial disconnect between people's feelings about the plastic waste crisis and their own ability to make a difference.

• While awareness of the problem is high – with 83 percent of Americans concerned about the scale of the issue – only 28 percent feel they have a strong understanding of how they can help.
• Right now, only 2 in 5 people say they strongly believe their recycling efforts make a difference. When asked about who should solve the problem, 86 percent agree that businesses should take more responsibility for plastic waste.
  
  

The strong level of public opinion for the idea that businesses should take more responsibility for plastic waste shows that people expect corporate leadership around sustainability. Given the size of the problem, collective action is needed with a focus on pragmatic, practical solutions that can be implemented with the least disruption to the economy and consumers.

Impactful Solutions
One solution to help mitigate the plastic waste crisis is Extended Producer Responsibility, or EPR, a policy framework designed to make producers responsible for the entire lifecycle of their products, especially when it comes to disposal and recycling. This approach has proven effective in other markets such as Canada, where some provinces already have EPR programs in place. British Columbia, for example, achieved over a 75 percent recycling rate for packaging materials after implementing EPR, according to a study from The Recycling Partnership. That same study found that if EPR was implemented in the U.S., residential recycling rates could increase by as much as 48 percentage points.  

Zuzu's Journey, Resources & Engagement Opportunities
While on his recycling journey, Zuzu made an unexpected appearance at Hollywood's biggest night during "Live From E!:The Oscars." Striking a pose for E!'s Glambot, Zuzu took center stage to grab people's attention, spark curiosity and build momentum for the movement.

• Over the next few months, Zuzu will appear as part of culturally relevant moments – like World Recycling Day on March 18 – and work with meaningful partners to inspire change and turn frustration into solutions.
• The public is invited to engage with Zuzu's journey, learn practical tips on reducing plastic waste at home and add their voice to the call for stronger legislation on plastic waste by signing the petition on joinzuzu.com.
• Follow Zuzu on TikTok and Instagram @JoinZuzu and make sure to watch Zuzu's first Instagram Live today, March 3, at 12:00 p.m. ET where Zuzu will premiere his short film chronicling his recycling journey.
  
  

Taking action today can create a cleaner, healthier planet for future generations – whether through signing the petition, making sustainable choices, or engaging with Zuzu and spreading awareness on social media.

Survey Methodology
In partnership with Zeno Group, SC Johnson fielded an online survey of 3,001 U.S. adults that reflect the general population ("Gen Pop"). The overall margin of error for the Gen Pop sample +/- 2 percentage points at a 95% confidence level.

ABOUT SC JOHNSON
Founded in 1886 and headquartered in Racine, Wisconsin USA, SC Johnson believes that a more sustainable, healthier and transparent world that inspires people and creates opportunities isn't just possible – it's our responsibility.

A heritage of innovation and bold, transparent decisions is why our high-quality products and iconic brands – including OFF!®, Raid®, Glade®, Windex®, Scrubbing Bubbles®, Ziploc®, Mrs. Meyer's Clean Day®, method®, Autan®, Baygon®, Mr Muscle®, Duck®, Lysoform® and more – are in homes, schools and businesses in virtually every country worldwide.

As a global, purpose-led company, we are committed to making the world a better place today and for future generations. That means relentlessly bringing our expertise in science, innovation and partnerships to bear on some of the world's most pressing environmental and health issues like reducing plastic waste and eradicating malaria. Around the world, we use our resources to unlock greater economic and educational opportunities for people and communities where access may be limited, but curiosity and potential are limitless.

See how SC Johnson is a Family Company At Work For a Better World by visiting scjohnson.com or joining us on Facebook, X, LinkedIn,  Instagram, YouTube and TikTok.

ABOUT CONSERVATION INTERNATIONAL
Conservation International protects nature for the benefit of humanity. Through science, policy, fieldwork and finance, we spotlight and secure the most important places in nature for the climate, for biodiversity and for people. With offices in 30 countries and projects in more than 100 countries, Conservation International partners with governments, companies, civil society, Indigenous peoples and local communities to help people and nature thrive together. Visit Conservation.org for more, and follow us on ConservationNews, Facebook, Twitter, TikTok, Instagram and YouTube.

ABOUT EARTHECHO INTERNATIONAL
For information about EarthEcho International, please visit www.earthecho.org and follow us on social media:

Facebook:www.facebook.com/earthecho
Instagram: @EarthEcho
Twitter/X: @EarthEcho