The Gigantic Team at CRRA 2026 Conference

September 22, 2026 The Gigantic Team

Kas, Stef, Myer and Lisa at opening reception of CRRA 2026 — Kas, Stefanie, Myer and Lisa at the opening reception of CRRA 2026

As usual, the Gigantic team had a great time at this year’s California Resource Recovery Association (CRRA) Conference, and the beautiful surroundings in San Diego were a huge plus. Here are some of the team’s chief takeaways:

Stefanie

I hadn’t attended CRRA in person in a couple years and loved seeing so many colleagues, clients and friends. Honestly, I might have enjoyed the mingling a bit more than the actual sessions, though I did catch some really good ones. The textile EPR presenters impressed me with their creative (and lucrative!) fashion up-cycling partnerships with athletic teams to turn surplus merchandise into limited-edition collectibles.

I also learned that compost is even more amazing than I thought. Not only does it filter out toxic runoff during post-fire cleanups, but it’s also home to the most adorable micro-invertebrates called water bears. Lisa and I actually got to watch them munch on plant matter under the microscope inside the Magic Soil Bus. It’s such a fantastic educational tool—what kid will not be fascinated by composting after seeing that?

Lisa

I also can’t unsee this soil microorganism, on display inside the Magic Soil Bus’s traveling soil lab. LA Compost has designed an eye-catching display and an engaging lesson for students to understand how decomposition creates compost.

I was inspired by the City of Long Beach’s session, “Community-Driven Approaches to Outreach: Incorporating Multilingual Strategies” and their work with Community-Based Organizations (CBOs) to help bring recycling and organics messaging to the Latino community. We have long known that new information is most likely to be well received when it comes from a trusted messenger, but that can be challenging to implement. The City shared results from piloting different strategies and concluded that CBO outreach – meeting the community where they are gathering – is more cost effective and delivers better results than door-to-door outreach.

Myer

I also attended the session by City of Long Beach. It highlighted how municipalities can successfully drive statewide organics collection by partnering with community-based organizations (CBOs).

One key tactic I found particularly valuable and would like to implement with our clients who serve these similar communities, is the use of SMS texting. This proved far more effective than email for reaching Latino residents with limited internet access. My primary takeaway is the immense value of leaning heavily into CBOs. Even if these grassroots partners lack prior experience with your specific messaging, the foundational trust they inspire allows them to easily become cost-efficient, enthusiastic advocates who “meet residents where they are” and empower “neighbors to teach neighbors.”

Kas

I truly appreciate my time at CRRA each year, and San Diego was no different.

Even though I was busy putting the finishing touches on the Trivia Game for Wednesday’s plenary—and writing a few last-minute yuk-yuk jokes—I still found plenty of time to enjoy being with my Gigantic colleagues and friends from across the state. CRRA is somewhere between going to summer camp and taking grad classes: lots of learning, lots of familiar faces, and plenty of fun. One highlight was serving as a rogue mentor at the mentor/mentee networking event (I promise to make it official next year!).

The conference was packed with great sessions. A few standouts for me were Michael Martinez’s inspiring plenary, “Composting for Climate and Community Resiliency”; Hawai‘i Island’s Ho‘i Return Reusable Packaging effort, with its perfect tagline, “Enjoy. Return. Repeat.” and “Sew It Up: How SB 707 May Transform Fast Fashion,” which offered an interesting look at the potential unintended consequences for small fashion manufacturers and retailers.

As always, I came home from CRRA energized, better informed, and grateful for the chance to spend a few days learning and laughing with such a committed community.

See you next year in Sacramento!

AI’s Transcription Reveals Startling Results

July 21, 2026 Nancy Roberts

At Gigantic, like so many others, we have been using Artificial Intelligence (AI) in our work, to see how/if it saves time or increases creativity or quality of work, with mixed results (see past blogs here and here). A recent experience we had with AI raised some serious questions. We are sharing this to help others choose how to work with this tool to get the most useful results.

Can AI Save Time and Heartache?

The Gigantic team conducted a workshop at a recent statewide conference on illegal dumping. As part of the exercise, attendees were asked to come up with headlines that could describe the steps to a future free of illegal dumping in California. Participants filled out simple forms, writing in pen. These were collected at the end of the session. Transcribing can be a time sink, so we decided to see if AI could save some time and heartache. We asked ChatGPT to transcribe the handwritten forms, which it did, very quickly.

Startling Examples

I certainly expected to see some misspellings and misinterpreted words, and there was some of that. But what we found led to going over each sheet, word by word, comparing what we saw with what ChatGPT interpreted. Some of the “interpretations” were startling…and disturbing.

Here are just a few of the many examples we found:

Original handwritten:

Headline: Plastic Now a Thing of the Past

Subhead: Reuse and recycling are now so mainstream that the plastics industry is nearing extinction

ChatGPT transcription:

Headline: Plastic Now a Thing of the Past

Subhead: Reusable packaging are now mainstream what was once considered weird is now the norm

The above is not a misreading of individual words. It feels like a purposeful hiding of the original intent of holding the plastics industry responsible for its products’ pollution.

Another example did not recognize the widely discussed “billionaire tax”:
Original:

Headline: Billionaires tax funds Illegal Dumping department in largest cities.

Subhead: Trash identification software for safe sorting, robotic trash retrieval systems and state of the art cameras are now in use.

ChatGPT:

Headline: Billions in funds allocated to illegal dump reduction in most cities

Subhead: State funded cameras and prosecution of repeat offenders

“Prosecution of repeat offenders” seems to be a strange substitution for the technological solutions originally listed.

My favorite mistake shows that ChatGPT is not sensitive to satire:

Original:

Headline: Surveillance state achieved!

Subhead: AI cameras on every corner monitoring activities

ChatGPT:

Headline: Governor signs Acton? (sic)

Subhead: AI cameras reduce waste management costs

How AI “Transcribes”

As you know, AI works by scraping the Internet, then “guessing”, based on previous patterns and content, the answers to questions that are put to it.

I had some suspicions about why these particular words/ideas were being changed. I asked ChatGPT, and got the answer:

This is called “hallucination”

In AI, a hallucination occurs when the model generates information that is plausible but not actually present in the input.

With handwritten documents, hallucinations become more common because:

- handwriting is ambiguous;
- scans or photos may be low quality;
- some words are partially obscured;
- the model is optimized to produce coherent language.

Rather than outputting:

“[illegible]”

it often substitutes something that “fits the topic.” (my quotes)

Sure, OK. We have heard of hallucinations — AI does not always tell the truth.

Another concern is that the information sources “scraped” by AI are dominated by particular interests and points of view. This algorithmic bias has been extensively documented. Also concerning is that it is estimated that as much as 50% of current web content is already AI generated, which then could be re-absorbed by AI scraping. Surely this will lead to amplified bias, a dumber Internet…and dumber humans?

And for those of us in the environmental space, the toll of AI on resources presents thorny ethical challenges. Should we use this tool – that is radiating climate-damaging heat, using up water and making untenable energy demands – to help people make better recycling choices?

What Have We Learned?

In the end, the necessary cross-checking of some 70 handwritten sheets took about the same amount of time as entering it from scratch. While time was not saved, we gained some valuable insights into how to use – and not use – AI.

If you want to repeat the transcription exercise (or something similar), one lesson is to be alert to bias and to be very specific in your instructions. Tell the AI (below is suggested by AI):

“Transcribe the handwriting exactly as written. Do not rewrite, summarize, interpret, or improve the text. If any word is uncertain, reproduce your best reading and mark it with [?]. If a word cannot be read, write [illegible]. Preserve spelling, grammar, punctuation, and line breaks exactly.”

However, more broadly, I think these examples show how dangerous and disingenuous relying on AI can be. AI is only as smart as the content it has absorbed. The content it has absorbed is the Internet. Think about some of the slop you’ve seen and ask yourself, “Is this what I can trust?”

Good luck out there!

The Many Worlds of Recycling at NCRA Update

April 7, 2026 The Gigantic Team

It can be difficult to find ‘good news’ these days, particularly when it comes to environmental issues. But we can always count on Northern California Recycling Coalition (NCRA)’s annual spring Recycling Update to provide a glimpse of some important work happening in the Bay Area and beyond. Four members of the Gigantic team (Peter, Nancy, Lisa and Myer, pictured above) share their impressions of that very busy day:

Peter:

One particularly energizing session was delivered by Tony Hackett with Californians Against Waste. Tony delivered sobering statistics about the challenges with disposing of the various components of vapes. Before this, I had only thought about the personal health impacts of vaping; kudos to Tony for a great presentation that illuminated the damaging environmental health impacts of rising vape usage in California and around the world.

After lunch, the Banana Slug String Band kept the energy high in the room – an amazing performing group of outdoor educators that have been raising awareness with kids and adults alike for over 40 years!

For many, the Bay Area is synonymous with ‘tech’ – but what’s not often discussed is inequities in access to these tools. Ulises Zatarain with Tech Exchange presented on this divide and what the Bay Area Tech Exchange can divert e-waste and simultaneously empower communities with access to technology.

Nancy:

I was heartened by the opening presentation by Caitlin Steele, SFSU’s Director of Sustainability and Energy. The University has a longstanding “sustainability literacy” requirement, which recently morphed into a climate justice requirement…that’s some excellent preparation for any career! I was also inspired by the contributions of two young entrepreneurs: one who started a (sport) shoe recycling program at UC Santa Barbara and another who started a “radically sustainable” business, making wallets out of used skateboard parts. It all has to come full circle!

Myer:

I particularly enjoyed the presentation by Clementina Martinez-Masarweh titled ‘Mend the Future: Building Climate Literacy Through Reuse, Repair, and Policy Action.’ The scale of waste in the fast fashion industry was staggering; it was mind-blowing to learn that producing a single t-shirt requires 2,700 liters of water and that even if we stopped production today, there is enough clothing already in existence to last seven generations!

This theme carried over into the SCRAP SF presentation, which showcased an after-school program for middle and high school students. By teaching students to rework existing garments and sew excess fabrics, the program empowers them to make environmentally conscious decisions. As the Communications Lead Laki Rajan noted, when students rework their garments, they develop a deeper, more meaningful relationship with their clothes. I believe this is a powerful way to inspire long-term stewardship. Instead of viewing the garment as temporary, we’re teaching the next generation to value items they can repurpose and reuse in many different fashions- pun intended.

Lisa:

All of the presentations were informative, and I was struck by how our profession benefits from so many different types of expertise – there’s truly a place for everyone. I enjoyed the wonky data on PFAS and their impact on textile recycling (is there any product those forever chemicals AREN’T in?) by Claudia Richardson. Like Myer, I also appreciated the insights shared by Clementina Martinez Masarweh, who showed us how mending is part of Mexican culture, done with pride and artistry, becoming a fashion statement while extending the lifespan of fabrics in response to California’s SB 707 Textile Recovery Act. We were also happy to see the San Mateo Compost Improvement campaign featured and appreciate all the feedback and support for the work!

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Make Storm Drains the Star of Your Next Stormwater Campaign

March 3, 2026 Lisa Duba

Storm drains are everywhere, but what are they for? While our team (and maybe your team) thinks about our stormwater system A LOT, the average person doesn’t. Since 2009, Gigantic has continually evolved outreach to catch the attention of average residents to help them understand how storm drains connect to local creeks and San Francisco Bay. This understanding encourages action to prevent pollution of the stormwater that flows to our waterways. Below we share a few examples of content we’ve created that successfully engaged people online and in the real world, using storm drains as an unlikely star of the campaign.

This year’s “A Clean Bay Begins Here” campaign launched March 1 for the Alameda Countywide Clean Water Program. To capture attention, we partnered with Bay Area artist Joanna Sokua to raise the visibility of the county’s storm drains and send a simple message: that there is “No Dumping” on our streets, because storm drains lead directly to the Bay. Sokua has received media and social media attention for her work, such as her BARToons, which combines photos with cartoon-style illustrations and elements of humor. Our campaign uses her drawings of native wildlife—including the western pond turtle, river otter, red rock crab, California newt and harbor seal, and of course, Program mascots Fred & Izzy. “The focus of this campaign is close to my heart. I loved creating art that hopefully makes people laugh, and piques their curiosity,” Sokua says.

Ads will run on BART platforms, buses, billboards and at events. An online pledge campaign with prizes will help people take the next step: commit to taking action to prevent pollution—including picking up litter, using reusables, less-toxic gardening and proper disposal of HHW and pet waste.

Storm drains also starred in our 2025 Alameda County Fair exhibit booth, which won four blue ribbons! Visitors took a journey through the storm drain, starting on the street, and ending up in a creek. Fun View Master slides and flip signs lent an old-school hands-on approach—a big hit with both kids and adults. Over 300 people pledged to take action!

For the Watershed Watch Campaign in Santa Clara County we’ve created short-form vertical videos (Reels/Shorts) in trending styles to show residents aspects of storm drains they don’t see, including maintenance, trash capture devices, and creek connections. Last year, our “Dirty Jobs”-style video showing a storm drain cleanout, was our most engaging content for Watershed Watch—with over 1,500 likes and dozens of comments. It was nothing fancy, just an interesting peek into the work that our clients do every day, which provided an engaging way to deliver stormwater educational messaging.

In February we launched a video on trash capture devices for Watershed Watch, which showcases the technology “hiding under our streets” that local agencies have installed to meet state goals for trash load reductions in waterways.

Also in Santa Clara County, for West Valley Stormwater Authority we created a YouTube short that shows exactly what kinds of items get stuck in the storm drain and how the Authority’s ongoing work keeps things flowing. The video has over 4,600 views and counting.

We encourage anyone doing stormwater outreach to create engaging content that lets residents take a peek inside the storm drain to see all the great work local agencies do to develop and maintain these important systems!

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California’s Bag Law Goes into Effect: Not a Ban, It’s a Benefit!

January 14, 2026 Nancy Roberts

comic showing a plastic bag of groceries breaking; reusable bags are the answer — This comic, currently on the Livermore Recycles website, reminds residents that reusable bags are the smart solution.

Environmental outreach professionals here in California are probably well aware of SB 1053. As of January 1, grocery stores and similar businesses may no longer offer plastic bags of any kind at check-out, and paper bags carry a minimum 10 cent fee.

“What!” we hear residents saying to themselves and others, “My rights are being invaded! Government overreach!” How dare we take away their microplastic polluting, enviro littering, fossil-fuel-based plastic convenience?

All kidding aside, as we know, Californians want solutions and they don’t like waste; for this law, at least, the solution – use reusables – is pretty simple and straightforward. Positioning this law positively can go a long way to helping everyone agree that it’s a good thing. When messaging about the change, outreach should steer clear of words like “ban”, “illegal”, “taken away”, etc. Try for a reassuring tone and looking on the bright side. Here’s what we included in a recent post on the Livermore Recycles website:

We don’t need plastic grocery bags and we don’t want to pay for paper so…we use reusables! By bringing your reusable bags to the store every time, you’ll cut down on plastic waste and save money in the bargain.

Let residents tell you (on social media) how they remember their reusable bags; norming this small change will help the more hesitant or resistant folks catch up and enjoy the benefits. By framing the law as a positive, we’ll help everyone (eventually!) comply and see the benefits.

Gigantic Tips for Jolly, Waste-Free Holidays

December 18, 2025December 19, 2025 The Gigantic Team

The holidays are here, but that doesn’t have to mean more stuff in the garbage! Gigantic team members give their tips for waste-free wrapping, food, decoration and gifts…a grand tradition! (pictured: our holiday party with no-waste gifts)

Peter: Inevitably, we end up with boxes and gift bags throughout the year. Some of them are not holiday-themed, but are easily repurposed as such. This saves us from throwing away loads of gift-wrapping paper (often “wish cycled” into the recycling bin), and saves both money and time. Many can be stored within other boxes to cut down on space. Perhaps most importantly — it spares my gift recipients from my attempts to neatly wrap a gift that inevitably leaves something to be desired! Here is an assortment we use (and re-use annually):

Melanie: This year my family and I are focusing on a couple of simple choices that make the holidays a little kinder to the planet: I’m making an entirely plant-based menu with sun-dried tomato lentil loaf, cauliflower mashed potatoes, maple Dijon green beans, sourdough bread, and iced gingerbread bars. Plant-based meals have a smaller environmental footprint and are delicious.

Myer: One of our favorite family traditions is skipping the store-bought gift wrap and repurposing old boxes instead. It’s a hilarious way to prank each other—we love hiding exciting gifts like clothes, gift cards, and toys inside packaging for things we know the recipient won’t want. It’s especially fun with the kids in our family. They start with a disappointed face when they are handed a ‘brand new crock pot’ box, then it turns into excitement when they find what’s actually inside, like a video game.

Stef: When my sister and I were little, we were excited about gifts, but even more so about the annual return of my toy shop and my sister’s doll house with full kitchen. Just before Christmas eve, the “Christkind” (German Santa equivalent) would bring them down from the attic heavens, make the doll house sparkle and replenish my toy shop with marzipan “hams”, chocolate “bread loaves” and other goods for sale. We played with these toys for hours—probably because we knew they’d disappear as soon as the holiday tree was taken down. In retrospect I think it was a great way to make the holiday season special for us kids without the need for loads of new toys every year.

Laura-Lee: For the last few years, my brother-in-law and I have been tasked with putting up the holiday decorations. Since we are usually in Sedona for Christmas, we have been able to scavenge fallen foliage from outside the house to use as our Christmas “tree”. The actual decorating with recycled, and sometimes natural, ornaments is often a gift in itself, as there is usually a lot of laughter. Once the holiday is over, we are able to box the decorations for next year and more importantly, return the scavenged foliage to Mother Nature.

Ja`ire: Tradition: Make leftovers part of the plan! At the end of the night of our holiday gathering, we set out reusable containers and invite guests to take food home. It reduces food waste, saves money, and extends the joy of the gathering beyond the day itself. I’ve found it also creates a really cozy, communal moment; people leave feeling cared for rather than rushed or overfull.

Nancy: I’m afraid we don’t do trees or even presents, but every year I make some kind of holiday wreath from whatever I find in the garden…juniper branches, stems of rosemary and lavender, and the red berries of cotoneaster, gussied up with an ornament or two, to celebrate the Solstice and make the house smell good. Oh, and homemade cookies. Lots of cookies…never wasted.

Lisa: Make memories, not waste! We like to give gifts of experience, like restaurant gift cards for a memorable meal, or travel gift cards for hotels or airlines for an upcoming trip. For more immediate fun, we also give food and beverage gifts in recyclable packaging, like a good bottle of wine, artisanal spirits or cookies in tins.

Mark: As an avid baker, I cannot resist the temptation to turn leftover turkey into a pastry treat — turkey pot pie! Nothing like a flaky crust to keep people devouring that bird. Every year, a good friend (who typically dines out on Thanksgiving) visits during the weekend to help in the preparation — and benefit from getting to take home a mini pie or two for quick and delicious winter meals. The pies are assembled in reusable pie tins. This too guarantees that they get returned the following year for a free refill.

Kas: Now that’s a wrap! I learned this from John, my partner’s dad and a former elementary school teacher. John loves wrapping gifts in kids’ artwork and drawings from the year—or even pages from his old paper calendars. I’ve happily taken up this tradition and now repurpose pages from my own free calendars, usually featuring animal-themed photos. Bonus points for cutting old greeting cards into gift tags.

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GIGANTIC Thanksgiving Tidbits from Our Team

November 17, 2025 The Gigantic Team

Even as we all strive to live zero waste every day, it turns out the Gigantic team runs the gamut of Thanksgiving tidbits to share. So… pass the mashed potatoes and read on to discover what your favorite staffer is doing to kick off this holiday season.

Lisa:

“We will be traveling to Arizona to spend time with family members known for their large appetites! Despite this, all the cooks have agreed to downsize portions and the number of dishes offered— to reduce food waste, as well as waistlines—and to use the savings to help others in need. So it’s turkey breast this year instead of a full bird, and smaller portions all around. We will keep an overabundance of gratitude on the menu, however.”

Peter:

“This year we’ll be seeing our relatives spread out across the country, and the theme is quality over quantity. We’ll visit my in-laws who “eat like birds” (if they’re reading this, they will agree those are THEIR words!). So, rather than cook a feast and likely have a lot left over, we are opting to eat at a restaurant where we can pare down any food waste. For dessert, we will be back at my in-laws’ assisted living apartment — we plan to bring a small amount of Bay Area baked goods to share. As part of my zero waste duty, I will of course ensure none of these go to waste!”

Nancy:

“I try to eat vegetarian and luckily there are quite a few festive recipes that don’t include meat. My favorite for Thanksgiving potlucks is Delicata Squash Stuffed with Wild Rice (and kale, but maybe don’t mention that to guests). I’ve never had to worry about leftovers, but they can be reheated very easily! One way to really avoid leftovers is to skip the feast altogether and instead get up early to attend Alcatraz’s Thanksgiving Indigenous Peoples’ Sunrise Ceremony It is a beautiful event; all are welcome and there is no charge or commercial activities at all. It does involve a ferry ride…with the first leaving from Pier 33 in San Francisco at 4:15am! Afterwards, take a long nap and maybe have nachos for dinner. It’s an experience you will be truly grateful for!”

Laura Lee:

“Coming from South Africa where Thanksgiving of course is not observed, during the first few years here, Geoff and I were the “orphans” that new friends, or friends of friends, would invite to join in the festivities. It soon became a running joke that the real reason we were invited was to ensure that family members were on their best behavior, since of course, one does not wish to air any dirty laundry outside of the family. The upside of all of this is that Geoff and I ate well, increased our circle of friends, and hopefully were instrumental in reminding folks of why they come together to celebrate Thanksgiving in the first place. It is an opportunity for us to embrace all that is good within ourselves and this world, and to share that with others.”

Melanie:

“This Thanksgiving I’m going to make two new plant-based desserts on a “crisp” theme: Cranberry-Orange-Pear Granola Crisp and Pumpkin Cranberry Spice Crisp…and then we will follow it up with a post-dinner hike.”

Ja`ire:

“This Thanksgiving is extra special for our family; it’s my husband’s favorite holiday and our 8-month-old’s very first one. We’re continuing our tradition of a big family sleepover with the kids, some grandparents, and our siblings, filled with cooking, laughter, music, and all the holiday cheer. I’m really looking forward to slowing down and soaking it all in this year.”

Stef:

“Pretty turkey-centric here. My plan, as it has been for the past few years, is for me and my Tupperware collection to join my friend Kathy’s family for a traditional Thanksgiving dinner in San Pablo. It’s a long feast that usually includes a post-dinner activity of helping pick apart the turkey remains into leftovers and turkey broth ingredients, and filling to-go containers. I always leave with a substantial haul that lasts me several days!”

Kas:
For me, the best Thanksgivings are when I can convince friends and family to add a little non-traditional flavor to the holiday. Meal-wise, I recommend grilling a spatchcock heritage turkey (or parts); and keeping the meal to those core dishes that make for the best leftovers (and least amount of food waste). My absolute favorite leftovers include turkey pot pie and turkey soup. Activity-wise, I recommend opting out of a formal dining room and opting into either camping or a potluck picnic!

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Lid Flip Insights Drive Environmental Outreach

October 23, 2025 Nancy and Stef

Since 2014 the Gigantic team has been conducting twice-yearly “lid flips” – noting the contents of residents’ cart set-outs to measure behavior change and to gauge the effectiveness of outreach – for the City of Livermore. It’s a dirty business, but a great learning experience. The results have informed campaign messaging, collateral and social posts, with a focus on the food scrap collection program. Since we started, observed participation in Organics has increased by 50% (from 31% of all households in 2014 to 46% in spring 2025) but there’s still a way to go.

Switching OOPS! Tags

The team has worked with the Livermore Recycles staff to think creatively about how to evolve our approach to include feedback and direct outreach. For several years we attached OOPS tags to the Organics cart, calling out contaminants. For the last two rounds of lid flips we switched to putting friendly reminder on Garbage carts, to draw attention to the large presence of food scraps and other compostable items in the Garbage and to encourage residents to put them in the Organics cart instead.

Reassuring Residents

In the spring of 2025, the outreach team noticed that more residents were approaching them with questions and comments, so for the fall flips we created a flyer to reassure people that this was not about punishing anyone and to explain why Livermore Recycles does the lid flips and how the results will be used. The handout also listed resources and contact information and was well received.

Tech Tools to the Rescue

We also adapted to new technology! Last year we ditched our handwritten logs for a tablet and started using Zabble, an AI-aided digital platform, to record the findings. Besides sparing us a lot of tedious data entry, the platform makes the calculation of key metrics easier and organizes the photos of the inspected carts into a searchable image library. This has helped us zero in on residents’ sorting behavior and even provided “showcase” images for Livermore Recycles.

While not full waste audits, lid flips are a useful tool that allow waste agencies to assess outreach progress and to refine messaging based on data. As always, tactics like lid flips and oops tags should be monitored and regularly assessed, with a goal of continuous improvement.

How AI Impacts Environmental Outreach Metrics

September 22, 2025 Nancy Roberts

Have you noticed some changes in your marketing metrics, such as a decline in organic web traffic, despite your ongoing efforts? This may be due to the rise of AI, and it’s going to affect how we do – and measure – environmental outreach going forward.

Web Traffic Is Going Down

You may not have seen a decline yet, but other sites have. News organizations, in particular, are seeing devastating drops in traffic as Internet users simply read Google Overview results rather than click through to a trusted source. Bain & Company research shows that “80% of consumers now rely on AI-written results for at least 40% of their searches, reducing organic web traffic by 15% to 25%.” (See AI-driven results in the image above, to see how AI answers a simple recycling question.)

Think AI dominance is not here yet? ChatGPT is already the 5^th most visited website, globally. It’s not going away.

Video Views Are Not Immune

As a skilled environmental outreach professional, you probably count on videos to raise awareness of desired behavior change, particularly among younger audiences. Well, YouTube video views are also declining, as the proliferation of AI-produced content is dominating people’s online time as part of “a sophisticated and growing AI slop content ecosystem that is flooding YouTube.”

Getting Answers from AI: Does It Matter?

Ok, AI-generated content may be taking eyeballs, so what? In addition to worrying about declining traffic to our websites and videos, there’s another concern – for users depending on AI for information about, say recycling. Is the information coming from AI even correct, or is it a made-up hallucination?

AI’s accuracy problem can lead to a lack of confidence in the “real thing” or to distrust in ALL resources that present themselves as specialists or expert

What Can We Do?

For now, we humans must hold high the flag of our creativity and go in swinging:

Test yourself and AI occasionally by passing a draft blog or social post by AI to see if it can come up with something better – see Gigantic colleague Myer’s blog on AI and creativity. In my experience, AI’s “marketing language” is overly generic, flat and clearly artificial. But in six months…who knows?
Get your information included in AI Overviews; see the handy tips here.
Continue providing clear, well organized and concise content on your website, including snippets. Check Google’s recommendations for optimizing for AI.

AI is here, and it does some amazing things. If we approach it with flexibility, critical thinking and caution, this tool can help outreach, probably in ways we can’t yet imagine.

The Gigantic Team’s Top Takeaways from CRRA 2025

August 18, 2025 The Gigantic Team

As we have every year for decades (!), members of the Gigantic team attended CRRA 2025, the premier conference for zero waste and resource recovery professionals in California. Each GIS attendee had different highlights and takeaways, but as usual, we brought home information and inspiration to help our work.

Kas enjoyed seeing colleagues and making new connections:

One big highlight was getting to spend quality time with our team! It was inspiring to see Myer at his first multi day conference event; Nancy who always asks the most potent questions; and Lisa reflect on changes over the decades she has been involved with CRRA.

It was wonderful to see former Gigantic staffer Freddy Coronado excel at his role as President of NCRA (Northern California Recycling Alliance). And of course, we can’t forget the amazing Abbe sisters’ lyrics and performances at NCRA Players…talk about talent!

Beyond the vibe (which we can all agree was awesome), it was a wonderful opportunity to learn more about AB1383, AB54, new challenges of HHW and a chance to lean into the Behavior Change Technical Council. I am always inspired by presentations on reuse and circular economies — especially the presentation by business incubator Beam.

Stef attended remotely this year; while she missed the networking IRL, she still took away many meaningful tidbits:

Besides deep dives on waste characterization studies, lid flipping and SB54, I found some interesting connections between waste/recycling and energy. The fact that nitrogen production for fertilizer is the eleventh largest energy user—as shared by keynote panelist Cara Rose Ostrander—should give compost another selling point as an alternative to synthetic fertilizer.

The session about zero emission hauler fleets gave me hope that, although requirements for the private sector have been reversed, several haulers that have already started investing in EV trucks are unlikely to reverse course because they have seen dramatic benefits related to safety, noise and air pollution. One hauler’s biggest concern surprised me: it wasn’t EV trucks’ price tags (almost double the cost of conventional trucks) but the rise of energy-hungry AI data centers whose competition for electricity could drive up costs to keep EV fleets running.

Nancy relished the sessions but couldn’t stop worrying:

Spending three plus days in a beautiful, LEED certified hotel, surrounded by over 800 professionals working with heart and discipline to help people and the environment, was stimulating and also comforting. But I felt the constant intrusion of current events and upcoming challenges that will make all our work even harder. Climate change, the current political and social situation that is making recycling and waste reduction more challenging than it needs to be, and the coming threat of AI from social (job losses/shifts) and environmental (massive resource consumption) perspectives too often distracted me and I couldn’t help wondering, am I the only one obsessing like this or are others just putting on a brave front?

Myer was reminded of a primary role of environmental (and really any) communication:

Throughout CRRA I repeatedly heard the phrase, “meeting people where they are,” which truly resonated with me. I saw a great example of this during a session on the Santa Cruz County Green Schools Program. Instead of focusing on a single issue like litter and assuming it was the biggest problem, the program found more success by first surveying students to learn which environmental topics they were genuinely interested in. By addressing the students’ actual concerns, they achieved much higher engagement. They also found success when environmental education was integrated into the curriculum, not just “another thing” to add to it. This approach “turns learning into action,” empowering students with practical experience and according to Amity Sandage, the environmental literacy coordinator for the Santa Cruz County Office of Education, helps to “prepare students to be decision-makers”. Programs like these aimed at young students are a powerful tool for helping them develop sustainable habits that will hopefully last a lifetime.

Lisa was inspired by the connection between what we heard and our day-to-day work:

CRRA always helps me remember that our work matters! It’s too easy to get lost in the daily grind of details and deadlines, forgetting the big picture in the process. The keynote speakers reminded me of our ultimate purpose: to help steward the land. Tom Little Bear Nason, Tribal Chairman of the Esselen Tribe of Monterey County, reminded us that Earth is out of balance, but that Earth, Air, Fire and Water unite all of us, regardless of our skin color, where we live, or which god we worship. His words, along with those of Tim Krantz of the Wildlands Conservancy and Calla Rose Ostrander of the People, Food and Land Foundation, inspired me to reframe our work as ultimately that of restoration: We promote food scrap recycling to create compost to feed the soil; our watershed work helps keep pesticides out and heals the water; and much of our work reduces greenhouse gases and pollution to protect the air and all who breathe it.

After CRRA we get back to work with renewed purpose and look forward to the challenges of the next 12 months … before the next conference!