In 1970, Mayor John V. Lindsay of New York addressed a crowd of tens of thousands in Union Square on Earth Day, in an atmosphere The New York Times likened to a “secular revival meeting.”

This year, Mayor Michael R. Bloomberg will be in Times Square to announce measures to reduce New York’s impact on the environment. Using the same stage, Keep America Beautiful, an antilittering nonprofit organization, will introduce “dream machines,” recycling kiosks it is introducing with PepsiCo. The machines are meant to increase the recycling rates for beverage containers, which is estimated at about 36 percent nationwide.

Of course, a fair portion of the more than 200 billion beverage containers produced in the United States each year are filled with PepsiCo products like Mountain Dew and Aquafina; such bottle trash contributes to serious pollution on beaches, oceans and inland waterways.

Still, Matthew M. McKenna, president and chief executive of Keep America Beautiful, and a former PepsiCo senior vice president, said he jumped at the opportunity to have his former employer introduce its new kiosk at the event.

Image A participant at an Earth Day event on April 22, 1970, at City Hall Park in New York City. Credit... Associated Press

“We are not being asked to encourage the purchase of Pepsi or the consumption of their products,” he said. “We are asked to deal in the field with what happens when they get thrown out.”

While the momentum for the first Earth Day came from the grass roots, many corporations say that it is often the business community that now leads the way in environmental innovation — and they want to get their customers interested. In an era when the population is more divided on the importance of environmental issues than it was four decades ago, the April event offers a rare window, they say, when customers are game to learn about the environmentally friendly changes the companies have made.