A ll of you know the problems with plastics. They have been at the forefront of environmental issues for years. But have you been told what you can do about them? And if you have, did you listen and act? With the Plastic Packaging in People’s Lives (PPiPL) project, we have been looking at why people are not acting in a way that matches their concerns over the environmental and social impacts of plastic pollution, when it comes to purchasing, recycling and disposal choices. What has stood out to us is a world of confusing messaging, of personal viewpoints conflicting with official guidance, and of businesses recognising they need to do more to communicate and engage with consumers. Plastic is the third most common packaging material in terms of tonnage, yet it is one of the least recycled. We have attempted to find out why – and to see what can be done to change that. PPiPL has involved expert researchers specialising in consumer insights, supply chain management, waste management, and material science, working with partners from across local government, manufacturing, retail, and waste disposal, and speaking to households in the north and south of the UK. We looked at how supply chain set-ups and how people make day-to-day decisions affect consumption, and the project collaborations ensured we gained the right insights from the right places and could produce practical results and implementable actions. We want to make it possible for policymakers, industry, and consumers to critically rethink the gap that exists between consumer attitudes and behaviours around plastic packaging reduction and recycling. PLANNING AHEAD The UK Plastics Pact brought together UK government, businesses, and NGOs to support the elimination of unnecessary single-use packaging and increase the reusability, recyclability, and compostability by 2025 – which is only months away as we write. The targets are for plastic packaging to be 100% reusable, recyclable or compostable, with 70% recycled or composted. Beyond the Pact, local authorities have been set a target of a 55% recycling rate by weight by 2025, and 65% by 2035; in 2022, the UK Government introduced a Plastic Packaging Tax on plastic packaging with less than 30% recycle content. This all comes as the UK has a target of reaching net zero carbon by 2050. There are many challenges for the above goals to be achieved, and while the government may set targets, it is the market that largely decides what happens. Our work has sought to identify both the obstacles and the potential solutions. AT THE HEART OF THE ISSUE Across the project, we came across five recurring themes: 1. Moralities and paradoxes of plastic Plastic pollution is central to debates about the role of plastic food packaging globally. But our household research suggests that prioritising a reduction of food waste takes precedence. Most alternatives also pose environmental challenges, and an overemphasis on plastic recycling could hinder net-zero targets. 2. Identification as a tacit and experiential activity Recycling labels and terminology can be confusing. Labels can carry conflicting information on their recyclability – we came across one case where the same product and brand featured two different labels. This leads to consumers relying on their knowledge and experience to distinguish between what can and cannot be recycled, resulting in improper disposal of plastic waste. This basic ‘knowingness’ can also be found among waste collectors and others when it comes to dealing with packaging. 3. Convenience Consumers rely on the functionality of plastic packaging. It has become embedded in their lives. Retailers may attempt to reduce this reliance and change habits, but a shift to different packaging systems can cause inconvenience. What appears convenient from a retailer’s viewpoint, such as making 8 | @Nifty Fox Creative 2024
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