WWF’s Cascading Materials Vision: The World Wildlife Fund’s is launching a new effort to promote reuse of materials, including plastics with its Cascading Materials Vision, which seeks to minimise barriers for increased use of recycled materials. While businesses seek to use more secondary materials, there are systematic barriers influencing both quality and quantity. There are 10 guiding principles for the vision, including one that stresses designing products to account for waste management. Other guidelines address sharing responsibility, inclusive solutions, effective policy, adaptability, diversity and science. European Bioplastics, together with the American Chemistry Council, the American Institute for Packaging and the Environment, DuPont Co. and the Recycling Partnership are among the initial group of organisations and companies supporting the idea.