Nine years ago, the approval of the PNRS – Política Nacional de Resíduos Sólidos (National Policy on Solid Waste) signified an emblematic advance in the promotion of sustainability in Brazil. The achievement was reached after a long debating process in which CEMPRE – Compromisso Empresarial para Reciclagem (Brazilian Business Commitment for Recycling) played a leading role. Subsequently, the engagement was reinforced with the work of the Packaging Coalition, which had the goal of adding forces to effectively apply the law by proposing and structuring the reverse logistics of these materials consumed daily. The results of the first phase of the 2015 agreement with the federal government for recovery and return of packaging as raw materials to industries prove the route has been successful. From the appreciation of the work of waste pickers to the greater environmental awareness of consumers, business actions have allowed gains that have strengthened the Brazilian model of reverse logistics. To take a further leap, there must be continuous engagement, including public policies at the federal, state and municipal levels that promote investments and innovations, aiming to develop the recycling market while overcoming tax obstacles. The present scenario reinforces the need to make our commitment move forward, driven by what was learned for continuous improvement, without setbacks that jeopardize society’s well-being and viability of the business itself.