I just took a quick look at the partnership between the Sierra Club and Staples that encourages people to recycle their old cell phones and PDAs. The third partner in this program is Collective Good and they actually focus on Reuse. I take every opportunity to preach about the hierarchy of the three ‘R’s. We should first do everything we can to REDUCE. The second priority is REUSE. RECYCLING, while still important is in third place. Why does the least important action get the most attention? I think it is a case of ‘brand recognition’ plus the fact that their are very few instances where a reduction or reuse program can benefit the bottom line of any kind of business.