the time provided financial incentives to industries that make products from virgin materials). Build incentives for consumers to voice their interest in non-toxic, reusable, and recyclable products by only purchasing items that meet these standards. Persuasion techniques offer soft approaches urging behavior to change by distributing or publicizing information about the environmental issue. Require distributors and retailers to become education centers to inform consumers about proper disposal and work with manufacturers to build reusable packaging and crates and reduce any packaging where possible. Status in 2011 Oakland is no longer measuring progress in terms of diversion rates, which allows credits for recycling, population and economic factors, but evaluates waste reduction more ambitiously, in terms of total disposal tonnage. The 90% reduction rate it seeks by 2020 will require Oakland to double the waste reduction it had achieved over the past 15 years. After 2002, when the City adopted the 75% reduction rate goal, Oakland's Public Works Agency realized that the systems that enabled Oakland to reach a 50% reduction rate would not be sufficient for Oakland to reach a 75% reduction rate. Hence, improving the systems has been a primary focus since 2006, which are outlined in Strategies #2 and #4 of the Strategic Plan. These strategies aim to build an end to incentives to continue disposing in landfills, instead calling for manufacturers to take responsibility for the products and their materials through the entire duration of product life cycles. One third of the materials that were winding up at city landfills in 2002 did not have recovery possibilities, leaving landfills as the only option. Much of this had to do with factors outside of the City's control, for reaching the 75% reduction rate would require changes at the state and/or federal level where manufacturing decisions are made. In fact, within the Zero Waste Strategic Plan, strategies 4 and 5 largely depend on behaviors and regulations outside municipal boundaries. This realization led the City toward a stronger advocacy role, beginning when Jerry Brown was governor in 2002. Since that time, Oakland has been working with numerous regulatory and implementing agencies to advance legislation favoring system changes that allow for a Zero Waste goal to be achieved, including (to name a few): The Association of Bay Area Governments East Bay Development Alliance Californians Against Waste Berkeley Ecology Center Product Policy Institute National Recycling Coalition Greenaction for Heath and Environmental Justice Oakland