Here's the idea: It's not really a problem of just coffee cups, but everything. Cities AND businesses need to start placing a recycling container WHEREVER there is a trash can. It wouldn't be so hard to put signs above the trash can asking people to stop and examine the item they are about to throw away. If it's recyclable, the sign (how about a red stop sign?) could direct them to adjust their toss a foot to the side, to the GREEN recycling bin. The more recycling bins that are in plain sight next to trash cans could inspire a sense of guilt whenever someone throws away a recyclable something with a recycling bin so close at hand. If recycling bins are made ubiquitous, recycling could only increase.