Abstract The Netherlands is reputed to be the first Western European country with separate waste collection. The first Dutch recycling container was established in 1972 by a local action committee of women, who were involved in raising environmental awareness and in critiquing the waste of consumer society. Their initiative was a huge success. Action committees in dozens of cities followed their example in short order, supported by national politicians. Six years later, glass recycling containers dotted the country. Although novel, and a powerful icon of the politicized climate of the 1970s, Oldenziel and Veenis argue that the quick success of glass containers cannot be explained in the political context of rising environmentalism alone. The ready acceptance of glass containers and the practice of separating waste were rooted in national practices of a culture of thrift on the one hand and coercive wartime policies of reuse on the other. Based on archival material, the authors analyse the ways that recycling container activism was rooted in the tradition of the culture of thrift. More specifically, they trace how the culture of thrift had been reinforced in coercive wartime policies when authorities dealt with shortages during the German occupation and how the practice became a source of the 1970s history of glass container activism.