solution requires a systemic approach. This project will support us to grapple with the challenge of reducing the volume of plastic packagingwaste.” (Lancaster City Council) Partners are responding and adapting to changes brought about by shifting patterns in the economy, government policy, market demands, new innovations, and civic society pressures. Close working between partners and academics ensures we all develop our thinking. Examples include: the need to stop demonising plastics in white papers, media and research; reflecting on how the word ‘plastics’ does not reflect the complexity of thematerial(s), technical functionality and different uses; how consumers purchase the product not the packaging; and the costs of alternatives – not just financial. “I think theproject hasmorevalue than ever (afterCOP26)with theacceleration tomove towards a low- carbon economy.” (BiotechServicesLtd) “We continue to explore the alternatives to plastic packaging within our brand portfolio and across our business and see the project of great value to our journey.” (Bells of Lazonby Limited) Given the ongoing nature of the relationships, communication and responsiveness is important. So too is sensitivity and adaptation, especially retaining sensitivity to the partners and adapting to organisational changes. Within project teams, especially interdisciplinary teams, it’s important to pay attention to cross-fertilisation and translation of ideas. Finding a common language can be timeconsuming but it is key, particularly when working with partners from different backgrounds. REFLECTIONS ON THE NETWORK Real-world problems require collaborative solutions between industry, civic society and academia. This can helpmitigate unintended consequences by having different voices in the roomand recognising whose voices aremissing. “CIWM has a unique understanding of the sector, and our professional knowledge and trusted reputation enables us to inform and influence legislation and policy, playing a vital part in shaping the future role and reputation of the sector. Having a depth of expertise across the resources and waste sector to support the creation, maintenance and development of all CIWM’s outputs, research and services, we are pleased to support the project.” (CIWM) “SUEZ believes that increasing the circularity of waste in the UK involves system-wide changes that cannot be solved by an individual entity, however large, acting alone. Further, any solutionmust involve both consumer engagement and wider initiatives across the supply chain. Behaviour change is fundamental to success inmany of the day-to-day activities that represent core business to SUEZ and this project has the opportunity to add significantly to this topic area.” (SUEZ) Our networkmembers provide valuable and crucial insights into the issues surrounding plastic packaging. They challenge, stimulate, and feed our thinking, and serve an important sensechecking function for PPiPL, vitally important for delivering solutions to societal grand challenges around consumption of plastics. Dr Stowell is a Senior Lecturer in Management and Sustainability in the Department of Organisation, Work and Technology a.stowell@lancaster.ac.uk Dr Alison Stowell and Professor Maria Piacentini are the co-principal investigators for the Plastic Packaging in People’s Lives (PPiPL) project. FIFTY FOUR DEGREES | 9 Professor Piacentini is a Professor in the Marketing Department and Director for the Centre for Consumption Insights. m.piacentini@lancaster.ac.uk Stephen King is a Partnership Development Officer in Lancaster University Management School. s.king7@lancaster.ac.uk Real-world problems require collaborative solutions between industry, civic society and academia. ‘‘ ’’
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