Government Legislation, Documentaries Help Change Consumer Perception To Fuel Interest In Plastic Alternatives

September 19, 2018: 12:00 AM EST

Anti-plastic sentiment globally has created challenges for established plastic-using brands, but also an opportunity for businesses to capitalize on the growing demand for plastic alternatives. The change has been driven by pressure from a range of directions, including governments and campaigns, supported by TV programs like War on Waste in Australia and the BBC’s Blue Planet II in the UK. A study by Kantar Worldpanel found that 44 percent of respondents are now more worried about single-use plastic than they were, and 70 percent aim to adopt more sustainable alternatives. Some of the companies bringing more sustainable options to market are doing more than merely offering alternatives to plastics. They are building brands of their own: Turtle Savers, which makes reusable stainless steel straws, will leverage social media to highlight branding on the product when it launches later this year, and S’well, a US-based steel bottle brand is sold as a fashion accessory.[Image Credit: © TurtleSavers]

Erin Lyons, "Fighting the war on plastic: The brands trying to break our plastic addiction", Marketing Week, September 19, 2018, © Centaur Communications Ltd

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