Marketing has always stood at the forefront of business activity. Marketing drives innovation that gave the world new products that serve our current needs. However, it has also brought the unwanted environmental impact that starts to threaten our future. Extended Producer Responsibility, especially in Europe, brought a new kind of private companies, dedicated to actively promote recycling. With it, a new kind of Social Marketing was needed to convince consumers of the social benefits of recycling and the rules for sorting it in the right places. Marketeers everywhere can look at this new kind of marketing and use it to market their products. We provide an easy approach to a new set of marketing tools, the 5C’s, that have changed the way Social Marketing was used in the promotion of recycling.