They pretend we don’t exist,” Lorenzi said. “They pretend it’s not happening. They continue to do their own thing.” Yet Lorenzi said he is not convinced this is a definitive goal. “It’s about the fifth date they set,” he said. “They started in 2008 — they were going to do it by 2012. And in 2010, they said they’d do it by 2015. In 2015, they said they’d do it by 2020. They’re now with the next one, which is 2022.” Minimum life based on 'use-by' date of product. Average life based on last week's deliveries. Life guarantee shown based on delivery tomorrow with the Life guarantee starting the following day. In reality, as a society, we entrust leaders to make decisions — like the type of cup used — in a truly responsible way, even if that issue has gone undetected by the general public,” Harney said. “To quote C.S. Lewis, ‘Integrity is doing the right thing, even when no one is watching.'” At heart, the cup problem is a moral and leadership issue,” Matt Harney, founder of SEAL, said in a statement. “Like the 83% of consumers we surveyed, I recently thought that paper cups were, in fact, recyclable.”