My Customer's Avatar

For this assignment, I am creating a "customer avatar" that I believe depicts one of my customer segments. I am focusing on what I consider to be my "green" customer. This customer is eco-friendly and would use Recycle Rewards mainly for the environmental benefits rather than for the discounts. I chose to create my avatar as depicted below because I picture this customer as a young female, age 20-35, who is the earthy type. This woman might have a young family, with a few kids and a big dog. She is an active woman who probably practices yoga, cycles and loves being outdoors. She shops organic, makes smoothies, watches Food Network and drives a compact car. This customer is environmentally conscientious and believes that global warming is a real issue. Her favorite social media app is Instagram.

I believe that I have a lot in common with this customer. Although I don't shop all organic, I've been trying to make healthier choices recently. I also love being physically active and spending time outdoors. Although I am not as environmentally conscientious as I should be, I think that preserving the environment is extremely important. Because I want to make more eco-friendly choices, Recycle Rewards would act as a motivating factor to help me do so.

Alternative & Post-Purchase Evaluation

Last week, I analyzed the need awareness and information search process for a "green" customer who is eco-friendly and focused on conservation. I learned that need awareness can be triggered by little day-to-day situations, like seeing trash on the side of the road. The information search can be done online and sometimes the local Waste Management supplies the appropriate information for the customer.

This week, I am analyzing how customers decide between alternatives and evaluate their experiences after making a purchase. Instead of focusing on the "green" customer again, for this assignment I am looking at the general iPhone using customer segment. This customer has an iPhone and has at least minimal knowledge as to how technology and apps work. They are capable of downloading apps and using them as they are intended. This segment doesn't have any specific demographics as there are many people of different ages, gender, background that use iPhones.

I've included my interview below. Again, I was only able to get one interview, but I found this one to be particularly insightful. I tried to ask generic user-experience based questions about app satisfaction because app experience is a major component of my concept. Recycle Rewards will be judged based on its functionality and content.

Interview

I thought it was interesting that the person I interviewed emphasized his dislike for ads and user data collection. My proposed app would feature a few small banner ads to generate some revenue, but I never had the intention to bombard users with pop-ups and spam. I know how annoyed I get using apps when ads keep popping up so I definitely would want to minimize this aspect. User experience is one of my main focuses with Recycle Rewards.

As for privacy concerns, most of my revenue generation would have to come from user content. The barcodes that consumers scan to track their recycling efforts would be compiled and sold to companies. Perhaps I can include a disclaimer that explains that this app has an opt out structure. This would mean that someone who is using this app is automatically signed up to have data collected unless they manually opt out. I know that this sounds a bit shady, but America has become a country of opting out and the importance of big data is huge nowadays. I think that younger users will be more willing to share their data in exchange for personalized experiences. Given the information I gathered from this interview, I may need to redefine my user segments.

The person I interviewed would fit into an older iPhone user segment and would likely use the app for the ecological benefits rather than for the personalized rewards. This user wants an easy-to-use application that meets their basic expectations and provides a smooth customer experience. The fact that Recycle Rewards will be free will probably appeal to this segment, especially if they are satisfied with the quality of this app.

Catfe- A Portmanteau Experiment

For this assignment, I turned to the NY Times to find interesting words to combine as my portmanteau. After some searching, I came across an article called "At a Cat Cafe, Sipping and Purring" and decided to combine "cat" and "cafe" to create catfe.  I couldn't think of a more in-depth definition that I use frequently enough in day-to-day context so I decided to stick to a simple definition just to see if people would catch on.

Catfe  (adj): used to describe a statement or phrase that is astonishing or unbelievable

Example: "You're telling me that it takes 24 trees to make 1 ton of newspaper? No way, that's so catfe!"

When I tried using this adjective at first, people would make faces of confusion but did not directly question it. For example, my coworker was telling a story about how she fainted once and I said how that was catfe and must've been so scary. Everyone in the conversation just looked at me kind of confused but nobody asked me to clarify. The first week, people kind of ignored my word, assuming they misheard me or that I unintentionally messed up what I was saying. As more time passed, people were catching on that I was using catfe on purpose, and I could tell that people were getting tired of me using this word. I used it at home once and my parents told me that it sounded dumb. I agree with them. A few others asked me what the word was and thought it was weird. After explaining this assignment, they understood more but still thought the word wouldn't really catch on.

I guess you could say that my little experiment was a bit of a failure. Nobody picked up my use of the word. That's probably because of the context and how weird it sounded in general. I think for a portmanteau to really catch on, it has to flow off the tongue and just feel natural, like chillax. Chillax is easy to say and the definition is easily discernible. Catfe definitely felt forced.

Looking at my experience testing my portmaneau, I felt really silly implementing my word in day-to-day use. I actually forgot to use it sometimes because it was such an unnatural combination of syllables. At the end of the day, this assignment did help me think more creatively. I also realized that not every idea you have will be a success, and that's OK. Use that information as a lesson to help you improve in the future.

Halfway Reflection

Wow, I'm still in shock that Summer C is halfway over. Time's flown by, and I've learned a lot. Reflecting on this course so far, I've certainly been pushed out of my comfort zone and pushed to think outside the box. I personally think that taking this course online has been a bit of a challenge, but challenges are never a bad thing if you're willing to rise to the occasion. I'm currently taking this class online (along with two others) from home this summer and just started a 40 hr/week internship. Being at home made it difficult for me to come up with substantial interviews for some of the assignments, but I never let that stop me. Even if I couldn't come up with all of the material necessary, I still completed each assignment in depth and took time to analyze the information that I did have. The key is to persevere and to create a better plan. Now that I'm working a full work week, I need to adjust how I will tackle my assignments from here on. You could say that tenacity is a must.

...

For this reflection, I am addressing "tenacity" and its importance. I'm finding it hard not to think of "Tenacious D" every time I hear tenacity, so I'll just include a picture and move on. Those of you who get the reference, you rock.

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To start out, the most important part about taking an online course is staying on top of assignments. To be successful, you have to plan ahead. Many of these assignments required a bit of effort and could not be completed in just one day. The behavior I have used the most to stay on top of my coursework this summer is effective planning. For the interviews, I had to brainstorm my questions and then create a plan to find people to interview. For the book reviews, I had to start reading way before the assignment was actually due. Both types of assignments required me to look ahead to see what was due when and to work backwards to determine the amount of time I needed to accomplish the assignment. 

Another important behavior I have developed in this course thus far is the behavior of "putting yourself out there". Before taking this class, I was leery about posting my ideas and opinions on the Internet for others to see and judge. I've learned that entrepreneurs are constantly putting themselves out in front of people. Sometimes the response is great. Other times, not so much. Although I haven't received any negativity from my ENT3003 classmates, even the action of posting blogs has allowed me to become more comfortable with the idea of criticism. Not everyone is going to agree with everything you do and once you realize that, you can channel that negativity into a positive response. This class has helped me use constructive criticism and judgments (good and bad) to better myself and my ideas. When you are tenacious, failure, rejection and negative responses only fuel you to do better. 

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Tenacity encompasses an attitude of determination, and with any course, material gets tougher as time progresses. The first time I felt a bit overwhelmed was during week 3 when we had to choose the venture concept used for the majority of our future assignments. I didn't necessarily feel like "giving up" in this situation, but I was certainly psyching myself out by focusing too much on the big picture. I've always been a very determined person so I don't give up easily, but sometimes seeing the whole picture can be intimidating. In this situation, I told myself to just brainstorm a bunch of ideas and that one of them had to stick. Sometimes the hardest part is just overthinking an idea to the point that you cannot think about it anymore. This course has definitely helped me develop a mindset akin to that of Nike. Tasks aren't that difficult when you put your mind to it and "just do it".

...

Three tips I would offer to next semester's students would be:

1) Read the assignments ahead of time and PLAN, PLAN, PLAN!

2) Start thinking about your passions and interests on the first day, and brainstorm some venture concepts that actually mean something to you. You'll have a much easier time writing about something close to your heart than a random topic you chose last minute. 

3) Don't be afraid to step out of your comfort zone. Take advantage of situations that make you feel uncomfortable (ie. interviewing a stranger). This will help you grow as a person. 

...

I hope you have found this post to be helpful and take my tips into consideration. Best of luck, future ENT3003 students!

Need Awareness and Information Search

The customer base for Retail Rewards can be segmented into three categories: the retail-driven user, the "green" user, and the knowledge seeker.

For this next assignment, I am focusing on the "green" customer. This customer segment encompasses all smartphone owners who would use Recycle Rewards for the ecological benefit. They are not using the app solely for discounts and retail rewards. Instead they are genuinely concerned about the health of the Earth and want do their part in making the world a better place. The age demographic doesn't really include a specific range. Anyone who owns a smartphone could have the drive to use this app to "feel good about doing good".

Unfortunately I was only able to record one interview this week, but one provides more information than none! I've attached the link below. I learned from this interview that even if a person thinks highly of recycling and values conservation, they still may feel like they're not recycling efficiently and may forget to recycle. Sadly, sometimes it takes litter on the ground or an animal eating trash to remind people that recycling is important. This probably has something to do with the principle of "out of sight out of mind". Recycling probably isn't constantly in someone's mind and because of that, we need to make recycling a habit.

Sometimes Waste Management provides residents with information on recyclables, but this isn't always the case. I have this thought that the recycling information search isn't very in depth or social, and if people have a doubt about if something is recyclable, they just throw it out in the garbage to be safe.

Interview 1

Based on what I learned about this segment, these potential users value the Earth and realize that it is important to conserve. They are aware that the Earth is in danger of being overrun with trash and want to help. Part of the issue is due to lack of information and the other part is due to motivation. The information search to determine what is recyclable may be easier for some depending on how a location handles their recycling. Someone who is given a "Garbage Gram" will have a much clearer picture of recycling than someone who is provided with no information.

Idea Napkin No.1

In order to further define my business concept, Recycle Rewards, I have to look deeper into the "who", "what" and "why" of my idea. In this assignment, I'll be defining what separates me, as an entrepreneur, and my business concept apart from the rest.

1. You.

Before analyzing my business concept further, I am taking a moment to focus on my skills, strengths and preferences. As an entrepreneur, my talents include my optimism when it comes to difficult tasks and my ability to creatively address situations. I have held a position as a Data Science intern for a local startup in the past, so I have seen how hard it can be to bring an idea to life and how much work is required. In addition, I have had experience brainstorming ideas with team members in FBLS, a business club at UF, and have been able to explore my creative, idea-generating side. Regarding my aspirations, one day I would like to own a business and grow it into a success. If I chose to actually pursue Recycle Rewards, I would want to dedicate all of my effort towards it. Since I know how much work it takes to create a startup, I wouldn't want to pursue an idea that I couldn't dedicate enough time and energy towards. I am a passionate person and pour my passion into anything I do, therefore I would choose to focus solely on my business concept.

2. What are you offering to customers?

With Recycle Rewards, I will be offering a platform to motivate people to recycle more while providing information for them to track their conservation efforts. I am hoping that my app will not only incentivize people through the rewards program but also educate them about the importance of their eco-friendly actions.

3. Who are you offering it to?

Recycle Rewards will be available to any iPhone owner. There is not a strict demographic for this app, as pretty much anyone can use it. All of my customers should share an interest in learning more about recycling and wanting to recycle more efficiently. They should also value retail rewards and the intrinsic satisfaction of making eco-friendly decisions.

4. Why do they care?

Although my customers do not have to pay to use Recycle Rewards, this app is valuable to them because it is a way to connect with national charities and foundations while earning rewards that they can translate into savings. Other companies that provide Recycle Rewards with the discount and coupon rewards benefit by generating brand awareness and sales. They also have the opportunity to purchase consumer data from us to learn more about what products people are purchasing and recycling.

5. What are your core competencies?

The features that set Recycle Rewards apart from other apps are as follows:
- Tailored reward system
- Up-to-date local recycling information
- Thousands of codes recognized
- Partnership with local and national environmental agencies, charities, and foundations


I believe that these elements of my business concept fit well together. I think that having a broad consumer base will allow for a larger potential market. This app appeals to people of all demographics and I think the core competencies will help draw people in and keep them interested. Combine that with my optimism and drive to execute tasks well, I think that my business concept has strong elements.

Reading Reflection No. 1

For this Reading Reflection assignment, I had to read a biography about a famous entrepreneur. Limited by the poor selection of books at my local library, I chose to read Steve Jobs by Walter Isaacson. Let me tell you, this book was mighty intimidating to pick up. Nearly six-hundred pages of technological brilliance can be a lot for someone to take in. I started reading the book with the mindset of "ripping off the band-aid". I thought to myself, "OK just read the book for the assignment, and just get it done with".

I couldn't have been more wrong with my judgements. The book was captivating, and Jobs' quirky and strange personality made the book very interesting. After learning more about Jobs' upbringing and life, I realized he was indeed a very unique person. The biography also helped me put into perspective the immense impact he had on the technological world.

1) I think what shocked me the most about Steve Jobs was that he was essentially a Buddhist hippie. When I think of computer scientists, I think of men wearing glasses and plaid shirts tucked into their khaki pants. Jobs was definitely not the stereotypical "computer geek", and I think that really set him apart. He was a brilliant man with a passion for technology, but that drive combined with his appreciation for the arts and spirituality created a unique perspective on technology.

I really admired Jobs' perseverance. When he was told he couldn't do something, he would go against all odds to do it. He was a man who knew what he wanted and worked hard to get it. On the other hand, I wasn't a fan of his management style and his lack of loyalty to close friends. I understand that you have to do things to be successful, but I am a strong believer in treating everyone fairly. When people would approach Jobs with their ideas, he would tell them that their ideas were awful, and then if he liked an idea, he would claim the idea as his own. In another situation, Jobs withheld shares of stock from Wozniak and lied to him about it. It amazed me how cold Jobs could be towards a loyal friend.

Steve Jobs definitely encountered adversity at times throughout his life. Being abandoned by his birth parents and adopted by a new family, Jobs faced adversity at a young age and experienced turmoil from the emotional pain it caused him. I think that this pain lit a fire in him to be a troublemaker and to go against the norms. Jobs would rebel against his teachers as a student, and as an adult, he went against the "norms" of the technology industry to create a huge transformation in the industry.

2) Jobs exhibited perseverance and saw the world in a different light. He saw opportunities where others did not and had the resources and knowledge to make things happen. In addition, he knew how to make a business successful and how to have an "edge" against competitors. Jobs was definitely ahead of his time. He was able to efficiently innovate changes in the computer industry that would've taken significantly longer to implement. His ability to see the big picture while also focusing on the details consumers valued was a huge contributing factor to his success.

3) One part of the reading that I found to be confusing was understanding some of the technical terminology. Jobs and Wozniak created many systems and programs in their time. Isaacson did a good job going into detail about the projects Jobs completed without being overly complex, but I still found it hard to understand some of the terms. Also, since laptops and iPhones are so common today, I found it strange to picture a "prehistoric" version of the technology we have today.

4) If I were able to ask Steve Jobs two questions, they would be:

- What was the most difficult project/experience you've had to deal with?

- Did you ever find yourself discouraged and close to giving up on your ideas? Why/How did you get over that slump?

I would ask Jobs these questions because I have often heard about how entrepreneurs face a lot of adversity. FBLS, a business club at UF that I am very passionate about, has had local entrepreneurs speak to our members, and each one talked about difficult obstacles they had to overcome and their moments of discouragement. Since Jobs had the mindset that anything could be accomplished, I wonder if he ever felt like some obstacles were harder to tackle than others.

5) I think Steve Jobs valued hard work, but he valued successful hard work more. He believed that the world had no obstacles and that anything could be achieved. If someone said a certain code was impossible, he would withhold that information from them and they would end up succeeding! The biggest obstacle is your own mind. I share that opinion that anything can be achieved as long as we do not create mental blocks. I find that when I am facing a challenge, the less I focus on how intimidating the big picture is, the more successful I am. If you do not know that something is unachievable, is it really unachieveable?

Elevator Pitch No. 1

This next assignment requires me to pitch my business idea. I've attached the audio recording and the corresponding script below. Please feel free to leave any comments! Constructive criticism is always appreciated :)

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Pitch:

https://soundcloud.com/user-948069494/pitch-1


Script:

My name is Carolyn Ward and my product is Recycle Rewards. I believe that this free app will be able to transform the meaning of recycling. According to Duke University, the average person throws out 4.3 pounds of garbage a day. That's about 30 pounds a week! Nearly 220 million tons of trash is disposed of in a year, and over half of that is sent to landfills. As the U.S.'s population rises, our waste generation rates will increase as well. See the problem here? We are close to living in our own waste. Once landfills become over full, land will have to be cleared to make room for more. You get the picture. Think of the barren wasteland in the movie WALL-E.

The problem is, a lot of people don't place value on the act of recycling and therefore don't make an attempt to recycle. So how do we counter that? Recycle Rewards not only will provide local and general recycling information to make recycling easier, but it also offers rewards for recycling. Our technology will feature a high tech scanner that recognizes thousands of barcodes and an intuitive platform for our users. The best way to get a dog to do something is with treats, right? So our goal is to incentivize people to take a minute to do something good for the Earth. The Earth benefits, and so do our customers.

*Screenshot of the scene from WALL-E that I mentioned in my pitch.*

Tweaking the Innovation

For this next assignment, I am going more in depth with conceptualizing my product. My product will be an app that allows users to scan their products to determine if they are recyclable or not. Users will press a button that takes them to a page with all of the different recycle symbols. The user will then press the recycle symbol that matches the one on their item and will be brought to a page where they scan the barcode. After scanning the barcode, a blurb will pop up instructing them of whether their item should be recycled or not. As a user reaches a certain number of scans, they will be presented with a "reward" consisting of either a tailored coupon based off the items in their scan history or in-app credits that can be put towards donations or bigger "rewards". The app will also feature screens that provide users with local-based recycling info, such as where the nearest recycling centers are, as well as general recycling information.

Since I am planning on this app being free, I have to come up with alternative ways to generate revenue from it. I am hoping that I would be able to get local or national charities and foundations to pay a small fee to sponsor the app. In return their logos and organizations would be featured for donations on the app. This would also "legitimize" the app and hopefully draw in more users.

***

A large component of conceptualization is determining the product/service mix. As I've thought more about what I want my app to accomplish, I've come up with some potential revenue drivers their corresponding items. I provided a list below,

*I color-coded my items to represent the product/service levels: core, tangible, and augmented*

Revenue Drivers:

1. In-app advertisement sales

Items:
       - Bottom(standard) banner ads
       - Hyper-local targeted ads
       - 1 month ad subscription
       - 3 month ad subscription
       - 6 month ad subscription
       - 1 year ad subscription
       - Ad upgrade fee
       - Subscription extension fee

Offering purchasable advertisement slots gives different types of companies the opportunity to increase their brand awareness. I am planning on offering two main types of ads and a subscription service. Companies interested select a banner type and then a subscription. The fee is composed of the actual cost of the banner selected plus the subscription cost.

The bottom banner ads will appear at the bottom of select pages and would be the cheapest to purchase. Hyper-local targeted ads would cost a bit more and allow for more precise and tailored ads based on a user's location. These ads may take on the form of banner ads or full screen ads, but I want to limit the number of full screen ads my app features. I personally find full screen ads to be a turn off and I am sure many other people feel the same way. To me, user experience is more important than the extra cash I would make from selling more full screened ads.

For all of the subscriptions, a company selects which ad size and location they want. The subscription acts as a placeholder for the specific ad location and the company may update their ads as they please. I wanted to include a small ad upgrade fee to allow companies already in subscriptions to change their ad size and location. The subscription extension fee is self-explanatory.


2. Selling consumer data

Items:
       - Basic consumer data package 
       - Advanced consumer data package 
       - 3 month data subscription (Basic)
       - 3 month data subscription (Adv)
       - 6 month data subscription (Basic)
       - 6 month data subscription (Adv)
       - 1 year data subscription (Basic)
       - 1 year data subscription (Adv)
       - Reduced extension fee for existing subscription

I plan to collect consumer information such as basic demographics, location, and product consumption data. When users scan their barcodes, we learn about what products they consume, what store they were purchased from, when they were consumed, etc. This information can be very valuable to retailers and can be used to provide a more customized experience for the individual customer.

The app will only offer two data packages. The basic package includes basic demographics such as age, location, gender, email address and the advanced package include the basics plus product consumption data. Both of these packages will be offered on a subscription basis, and subscriptions can be extended for a reduced fee.


3. Selling "reward" placeholders to companies

Items:
       - 1 month subscription 
       - 3 month subscription
       - 6 month subscription 
       - 1 year subscription
       - Subscription extension fee

Companies can purchase subscriptions to have their discounts and coupons circulating in our rewards library. The company can update the coupons at any time or add new ones, and the app's data will assign rewards to users with matching consumption patterns. Through the reward system, users will be exposed to more products and coupons, which in turn can really increase brand awareness and sales for a company. I am still deciding how to split up the subscriptions and toying with the idea of creating packages based on the number of coupons/discounts a company wants in circulation at a time.


4. Charities and foundations pay to sponsor app

Items:
       - 3 month subscription
       - 6 month subscription 
       - 1 year subscription
       - Subscription extension fee

My last revenue driver involves finding charities and foundations to sponsor the app. These organizations would pay a small fee to have their logos featured on the app and to have their organizations included as options to make a donation to. As users rack up rewards and/or in-app credits, they will be given the opportunity to put those credits towards donations. Organizations benefit from this revenue driver by getting their name out their and also earning donation money. The organizations are offered subscription choices for their sponsorship.

***

The next part of this assignment involves describing my innovation. Two ways to introduce my innovation would be either by appealing to foundations/organizations or companies. My app has three types of customers: app-users, companies and corporations, and organizations and foundations. Since the app is free, there are only two customers I can generate revenue off of.


Choosing to focus on foundations first, an example of the the product/mix levels may be as follows:

Core: Foundations benefit from increased awareness and donations
Tangible: Foundation logos are featured on the app visibly and foundation names are listed under donation options
Augmented: The foundations are offered varying sponsorship subscriptions.


Looking at the other customer, businesses and companies, an example of the product/mix levels includes:

Core: Businesses benefit from brand awareness and increased sales from advertisements and coupons
Tangible: Coupons and discounts are displayed on the screen as users reach certain "checkpoints"; Ads are also displayed on various screens
Augmented: Companies are offered different subscriptions and choices for ad purchases and coupon placements.

***

If you made it this far in my post, congratulations! You've finally reached the end! This blog post was a bit longer than I was expecting, so thank you for sticking around and reading my full post. I hope you've enjoyed what you've read!

Testing the Hypothesis, Part 2

Before I start on this next blog post, I am providing a brief recap for anyone who has not yet been exposed to my "venture" idea.

Recap: Last week, I conducted five interviews to determine if my chosen opportunity actually exists and if my hypothesis is valid. I decided to focus on my belief that Americans are not recycling at full capacity and after interviewing some people, I quickly realized that other people felt the same way. All of the people I interviewed understood the importance of recycling on conservation, indicating that there truly is an opportunity there. For my solution, I proposed the creation of a recycling app that incentivizes people to recycle more and offers general and local recycling information.

*You can reference Testing the Hypothesis, Part 1 and My Solution for more information.

***

This week, I will be focusing on the outside of the scope of my opportunity. I am taking a look at the side that does not support my aforementioned hypothesis, targeting the people who do not think we need to improve our recycling efforts as a whole or who are unwilling to believe that a product could improve our current state of recycling.

Since I am at home for the summer and am currently transitioning into my internship this week and the next, I will not be conducting interviews. Also, I believe that it will be very difficult to find people with these opposing views as recycling is a widely-known concept and most people are aware of certain consequences on the environment. That being said, an entrepreneur should never give up on diligent research, so instead I will be conducting my analysis using online research, previous knowledge, and previous interviews (linked below) to draw conclusions.

Testing the Hypothesis, Part 1 Interviews:

Interview 1

Interview 2

Interview 3

Interview 4

Interview 5

***

As mentioned in the assignment instructions, it can be easy to perceive our opportunities as way larger than they actually are. Although recycling is a matter that really affects everyone, directly or indirectly, I will be careful not to extrapolate the importance and potential success of my product solution. I understand that there are many limits that can hinder the success of an idea. Some people may not share the same beliefs that recycling is important and can be improved. On the other hand, others may simply be too busy or just do not care enough to use my proposed app. I have taken these limits into consideration in determining what features to focus on to appeal to the majority.

Below, I have developed a table to help distinguish varying factors between potential users (Inside the Boundary) and nonusers (Outside the Boundary).

	Inside the Boundary	Outside the Boundary
Who is/isn't in	People who currently recycle or want to recycle better.	People who feel like recycling isn't important or that their efforts won't make a difference anyway.
What the need is/isn't	This need deals with having motivation to recycle, an easier recycling experience, and assurance that recyclables will end up where they are supposed to.	This need isn't about changing recycling as a whole and implementing a new process. It is about making the current process more efficient.
Why the need exists/doesn't	With consumption rates at their highest, we are constantly producing trash. When we don't recycle, we are polluting our environment and destroying ecosystems. The Earth is only so big and the more we throw out, the more space for landfills is required, due to the fact that the rate of decomposition is not as fast as our rate of consumption.	People may feel like this need doesn't exist because they think that they're already recycling well or just don't care about recycling.

The following are websites I used as references to draw conclusions from:
http://www.recycling-guide.org.uk/importance.html
http://recyclenation.com/2010/03/case-against-recycling
http://www.care2.com/greenliving/5-reasons-why-people-dont-recycle-and-5-reasons-they-should.html
http://www.care2.com/greenliving/i-dont-recycle.html