“Recycle. Reduce. Reuse.” If you grew up in the ’90s, this phrase was almost as prevalent as the Pledge of Allegiance. The concerted efforts in schools to teach children about the environment led to an entire generation hyperaware of the consequences of pollution.
It seems all the campaigning for saving the planet — environmental fairs, cartoons, children’s books, TV specials, the media marketing works — has shown to be effective. According to a study published by the Keep America Beautiful campaign, between 2020 and 2025, litter along U.S. roadways and surface waterways has declined by 34%.
Breaking down these numbers reveals the collective efforts of organizations and individuals to reduce the most overt human footprint. Along road- and waterways, per capita, litter has declined from 152 to 96 pieces per person. This is a 22% decrease in roadway litter and a 45% decrease in waterway litter.
In almost every category — plastic, glass, paper, metal, smoking and tobacco products, and organics — litter has seen significant declines.
Regarding the decline in smoking and tobacco product waste, cigarette butts, in particular, have decreased by 62%. According to the study, this outpaces the actual decline in smokers in the U.S.
While the data is extremely promising, we must never lose sight of the goal. The numbers are very encouraging, but Keep America Beautiful does want to caution us against slowing down in the wake of progress.
“Nearly all Americans (94%) view litter as a national problem,” the study reveals. However, ” 55% say litter levels in their community are about the same as five years ago, while only 17% believe conditions have improved. This disconnect between measured progress and lived experience underscores how litter remains highly visible in peoples’ daily life and why sustained, place-based efforts are essential to making progress feel tangible.”
David Scott, Ph.D., Senior Vice President of Data and Research at Keep America Beautiful, says, “Litter tells the story of how we live. Right now, it’s telling a story of progress, but it’s also showing us exactly where we need to focus next.”
As Dr. Scott suggests, there’s more that we need to do to maintain this steady environmental improvement. “Without sustained effort and smarter strategies,” he insists, “these gains could be reversed. We must continue to act with urgency, double down on what’s working and tackle the challenges that remain.”
The Bright Side
Since the mid-1950s, the Keep America Beautiful campaign has given us hope that we can and will keep our environment thriving.
The Earth is our home, and we must continue to do more to keep our home clean. Remember: “Recycle. Reduce. Reuse.” With real, intentional effort and work, we can close the endless loop of litter and unnecessary pollution.
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