The Introduction of Postconsumer Recycled Material into TYVEK® Production, Marketing, and Organizational Challenges

In the late 1980s, with the advent of increased consumer environmental awareness, DuPont faced a challenge with its TYVEK® family of nonwoven polyethylene textile products. TYVEK is used in a wide variety of applications ranging from house wrap to medical packaging. One of the most visible portions of the business is envelopes used by FedEx (previously known as Federal Express), the wellknown courier and delivery service and by the U.S. Postal Service. As early as 1988, end users began asking questions about the environmental characteristics of TYVEK envelopes. As these questions increased, DuPont began to address the concerns directly. In response to the market's concern and because of the increased availability of postconsumer‐recycled (PCR) polyethylene, DuPont decided to put PCR polyethylene into TYVEK, beginning with the envelope business. Further, DuPont developed a recycling infrastructure for TYVEK because, although TYVEK consists entirely of high‐density polyethylene, which is highly recyclable, no infrastructure was in place to recycle the material. These decisions produced a wide variety of technical and organizational challenges the firm had to overcome. This case study examines how DuPont made these choices and overcame the difficulties created by implementing needed changes. Whereas the envelope market for TYVEK embraced PCR polyethylene, other product markets resisted the innovation. The article closes with a discussion of the lessons learned from DuPont's experience.