Turning the Plastics Crisis Into Design Opportunity
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Plastic doesn’t necessarily have to be a liability. When recycled properly, it can become a scalable and circular solution.
The global plastic waste crisis has reached staggering proportions. We produce over 400 million metric tons of plastic globally every year, and with recycling rates hovering below 10%, the vast majority of that material is destined for landfills, incineration, or our oceans. Without immediate intervention, plastic waste is projected to nearly triple by 2060—a sobering trajectory that demands bold new thinking.
These numbers are overwhelming, but according to William Chizhovsky, founder and CEO of The Good Plastics Company, the problem isn’t plastic—it’s how we use it.
“Plastic has a bad reputation, but the material itself isn’t the enemy,” Chizhovsky says. “It’s durable, lightweight, affordable, and incredibly versatile. The real issue is that it’s used for minutes or hours, then thrown away.”
The biggest culprit? Packaging. As consumption rises, so does the need for packaging that preserves food and protects goods—functions that plastic is well-suited for. But the industry has failed to create a robust, scalable recycling ecosystem, and while mechanical recycling technology has come a long way, the economics often don’t pencil out.
“We work with some of the largest recycling facilities in Europe,” Chizhovsky explains. “They have the equipment, they have the feedstock. The challenge is market demand. If they collect, separate, and process all this plastic, who’s going to buy it?”
Rethinking the System: From Linear to Circular
Enter The Good Plastics Company, which Chizhovsky launched six years ago with a clear mission: to develop a scalable, economically viable solution to the plastic waste crisis.
Rather than focusing on niche products like sunglasses or phone cases that have very little impact on the plastics problem, the company has its sights set on sectors with massive potential for volume: architecture, construction, and interior design.
“The opportunities in the architecture and furniture industries are enormous,” Chizhovsky says. “If we can replace unsustainable surface materials with panels made from recycled plastic, we can make a real dent in the problem and help reduce the CO₂ footprint of these sectors at the same time.”
Using proprietary machinery, the company transforms post-consumer and post-industrial plastics sourced from things like old refrigerators, computers, and packaging into homogeneous panels used for countertops, wall cladding, furniture, flooring, and even facades.
According to Chizhovsky, the material is 100% recyclable, and because it's made from a single type of plastic, it can be reprocessed over and over again: “Our panels are made from one material, which means they’re easy to recycle. We can take back the panels at end of life, shred them, and manufacture new ones—creating a truly circular system.”
Performance That Competes
Of course, sustainability is only part of the story. For recycled materials to gain market share, they also need to perform. Chizhovsky knows this well: “It’s not enough to say we’re sustainable. We have to compete on durability, aesthetics, fire safety, and technical certifications.”
To that end, The Good Plastics Company has secured third-party certifications including Cradle to Cradle, and its products come with full traceability—something rare in the plastics space. The company’s environmental product declaration (EPD) confirms a CO₂ footprint up to 10 times lower than virgin plastic and six times better than common acrylic composites used in surface materials.
“Our goal is to deliver both sustainability and performance. We have fire certifications, material data sheets, and documentation that make it easier for architects and designers to confidently specify our product,” Chizhovsky adds.
Innovation, Risk, and Scaling Up
So, what’s holding the market back? A mix of inertia, economics, and risk aversion.
“Virgin plastic is produced at a massive scale—it’s cheap and familiar,” Chizhovsky says. “When a new material enters the market, architects and designers can be hesitant. It’s unknown, and they don’t want to take a chance on performance or availability. But we need pioneers who are willing to embrace innovation.”
He also emphasizes the need for government support through policy, tax incentives, and procurement standards to help sustainable materials scale. “If we want to compete with cheap, unsustainable materials, we need support to level the playing field. Public policy can play a huge role in accelerating the transition to a circular plastics economy.”
A New Way Forward
“Sustainability is everywhere now, but not everything labeled ‘green’ is legitimate. It’s important to look for third-party certifications and real data—not just marketing claims,” Chizhovsky says.
And for those in the building industry who still feel cautious about trying something new?
“Yes, innovation carries risk. But the biggest risk of all is continuing to do things the old way. We owe it to the next generation to make better choices—and the time to do it is now,” he says.
As cofounder and CEO of Green Builder Media, Sara is a visionary thought leader and passionate advocate for sustainability. A former venture capitalist, she has participated in the life cycle (from funding to exit) of over 20 companies, with an emphasis on combining sustainability and profitability. She lives in Lake City, Colo., with her husband, where she is an avid long-distance runner, snowboarder, and Crossfit trainer. She is also on the Board of Directors at Dvele, runs the Rural Segment for Energize Colorado, and is a former County Commissioner.
Turning the Plastics Crisis Into Design Opportunity
Plastic doesn’t necessarily have to be a liability. When recycled properly, it can become a scalable and circular solution.
The global plastic waste crisis has reached staggering proportions. We produce over 400 million metric tons of plastic globally every year, and with recycling rates hovering below 10%, the vast majority of that material is destined for landfills, incineration, or our oceans. Without immediate intervention, plastic waste is projected to nearly triple by 2060—a sobering trajectory that demands bold new thinking.
These numbers are overwhelming, but according to William Chizhovsky, founder and CEO of The Good Plastics Company, the problem isn’t plastic—it’s how we use it.
“Plastic has a bad reputation, but the material itself isn’t the enemy,” Chizhovsky says. “It’s durable, lightweight, affordable, and incredibly versatile. The real issue is that it’s used for minutes or hours, then thrown away.”
The biggest culprit? Packaging. As consumption rises, so does the need for packaging that preserves food and protects goods—functions that plastic is well-suited for. But the industry has failed to create a robust, scalable recycling ecosystem, and while mechanical recycling technology has come a long way, the economics often don’t pencil out.
“We work with some of the largest recycling facilities in Europe,” Chizhovsky explains. “They have the equipment, they have the feedstock. The challenge is market demand. If they collect, separate, and process all this plastic, who’s going to buy it?”
Rethinking the System: From Linear to Circular
Enter The Good Plastics Company, which Chizhovsky launched six years ago with a clear mission: to develop a scalable, economically viable solution to the plastic waste crisis.
Rather than focusing on niche products like sunglasses or phone cases that have very little impact on the plastics problem, the company has its sights set on sectors with massive potential for volume: architecture, construction, and interior design.
“The opportunities in the architecture and furniture industries are enormous,” Chizhovsky says. “If we can replace unsustainable surface materials with panels made from recycled plastic, we can make a real dent in the problem and help reduce the CO₂ footprint of these sectors at the same time.”
Using proprietary machinery, the company transforms post-consumer and post-industrial plastics sourced from things like old refrigerators, computers, and packaging into homogeneous panels used for countertops, wall cladding, furniture, flooring, and even facades.
According to Chizhovsky, the material is 100% recyclable, and because it's made from a single type of plastic, it can be reprocessed over and over again: “Our panels are made from one material, which means they’re easy to recycle. We can take back the panels at end of life, shred them, and manufacture new ones—creating a truly circular system.”
Performance That Competes
Of course, sustainability is only part of the story. For recycled materials to gain market share, they also need to perform. Chizhovsky knows this well: “It’s not enough to say we’re sustainable. We have to compete on durability, aesthetics, fire safety, and technical certifications.”
To that end, The Good Plastics Company has secured third-party certifications including Cradle to Cradle, and its products come with full traceability—something rare in the plastics space. The company’s environmental product declaration (EPD) confirms a CO₂ footprint up to 10 times lower than virgin plastic and six times better than common acrylic composites used in surface materials.
“Our goal is to deliver both sustainability and performance. We have fire certifications, material data sheets, and documentation that make it easier for architects and designers to confidently specify our product,” Chizhovsky adds.
Innovation, Risk, and Scaling Up
So, what’s holding the market back? A mix of inertia, economics, and risk aversion.
“Virgin plastic is produced at a massive scale—it’s cheap and familiar,” Chizhovsky says. “When a new material enters the market, architects and designers can be hesitant. It’s unknown, and they don’t want to take a chance on performance or availability. But we need pioneers who are willing to embrace innovation.”
He also emphasizes the need for government support through policy, tax incentives, and procurement standards to help sustainable materials scale. “If we want to compete with cheap, unsustainable materials, we need support to level the playing field. Public policy can play a huge role in accelerating the transition to a circular plastics economy.”
A New Way Forward
“Sustainability is everywhere now, but not everything labeled ‘green’ is legitimate. It’s important to look for third-party certifications and real data—not just marketing claims,” Chizhovsky says.
And for those in the building industry who still feel cautious about trying something new?
“Yes, innovation carries risk. But the biggest risk of all is continuing to do things the old way. We owe it to the next generation to make better choices—and the time to do it is now,” he says.
Publisher’s Note: This content is made possible by our Today’s Homeowner Campaign Sponsors: Whirlpool Corporation. Whirlpool Corporation takes sustainability seriously, in both their products and their operations. Learn more about building and buying homes that are more affordable and less resource intensive.
By Sara Gutterman
As cofounder and CEO of Green Builder Media, Sara is a visionary thought leader and passionate advocate for sustainability. A former venture capitalist, she has participated in the life cycle (from funding to exit) of over 20 companies, with an emphasis on combining sustainability and profitability. She lives in Lake City, Colo., with her husband, where she is an avid long-distance runner, snowboarder, and Crossfit trainer. She is also on the Board of Directors at Dvele, runs the Rural Segment for Energize Colorado, and is a former County Commissioner.Also Read