Non-financial disclosure has become a fundamental tool for businesses, in order to communicate to stakeholders the approach and practices used to integrate sustainability into their business models. Despite this, it is not always possible to fully perceive the advantages that can derive from a tool that enhances the positive externalities generated towards the environment and society. The theme is particularly important for sectors with high environmental impact, such as plastics recycling. The analysis of companies and EPR consortia in particularly virtuous European countries (Germany, France, and Italy) illustrates, in addition to the structuring of the market at the international level, what non-financial practices and methods of disclosure are adopted by businesses. In order for the operation of a business in a sector with a high sustainable impact to represent a competitive advantage, it is necessary for communication to ensure the transmission of information on sustainability that is strategic and at the same time transparent, in a precarious balance between the overestimation of the company’s commitment (greenwashing) and an ineffective communication of sustainability results (greenblushing).