NRC is a forward-thinking brand committed to promoting sustainable materials management and the transition to a circular economy. Their vision is to create a society where everyone can access and benefit from environmentally responsible waste prevention, reuse, recycling, and composting programs. NRC serves its members by developing and sharing best practices and policies that support sustainable materials management.

They believe that alongside source reduction, reuse, and composting, recycling valuable materials is vital for a sustainable future. Recycling not only contributes to a cleaner environment but also creates green, well-paying jobs that boost domestic economies. NRC emphasizes the importance of proper materials recovery for residential, commercial, and industrial discards.

They view recycling as resource management, not waste management, and advocate for a shift towards sustainable materials management that maximizes resource usage, reduces toxins, recovers more materials, generates new jobs, and stimulates economic development. NRC believes in the power of collaboration and encourages the participation of all stakeholders, including citizens, raw material providers, manufacturers, retailers, recycling infrastructure providers, and government agencies. Their goals include designing accessible and convenient recycling programs, providing accurate information, setting clear and achievable targets, and expanding the use of recycled content in products.

Furthermore, NRC emphasizes the need for product and packaging design that considers and minimizes environmental impacts. They support programs that optimize recyclable material recovery and advocate for standardized and enforceable labeling programs. The brand also urges policymakers to implement equitable economic policies that recognize the value of recycling and provide incentives for recycled material utilization and infrastructure development