To drive adoption of Eastman’s molecular recycling technology, we launched a education campaign that reframed methanolysis as not just an alternative—but an essential solution to today’s recycling shortfalls. By highlighting its unmatched ability to meet and maintain recycled content targets where mechanical methods fail, we positioned Eastman as a partner for progress. The campaign targeted policymakers in California and beyond, shaping regulation to include molecular recycling in the path forward. At the same time, we worked to shift perception around pricing—moving the conversation from cost to long-term value and environmental impact.