That's why in 2010 the company committed to halve the waste associated with the disposal of its products and to increase recycling rates in key markets. Furthermore, Unilever committed to make all the company's plastic packaging fully reusable, recyclable, or compostable by 2025 and to increase the use of recycled plastic content in its packaging to at least 25% by 2025. Unilever notes that this is not only the right thing to do environmentally, but the business case for action is clear. Since 2010, the company has reduced its waste footprint per consumer by 28%, saving millions of euros in packaging costs across the portfolio annually. At the same time, Unilever says such efforts promote topline growth by appealing to the more than 50% of consumers who, research has shown, prefer brands that are responsible with their use of natural resources.