The sustainable brand
Scrolling through your Instagram and Facebook feeds, or even channel hopping on your TV, you may be hard pressed to avoid seeing adverts for various products highlighting their inclusion of plastic waste as a material. Everything from swimwear to bags + activewear to car upholstery – big and small brands alike are pushing their plastic waste agenda. The growth of ‘ocean plastics’ as an increasingly common material in sustainable product design is being used as a sales and branding advantage. Some companies have even patented the terms ‘ocean plastics’ and ‘marine plastics’! This commercialization of plastic waste has some interesting implications in positive, but also potentially negative ways.
Livelihoods are one area in which there are some rumblings of positive impact. Initiatives like Plastics for Change are looking to flip the problem of plastic waste on its head, using it as a way to address the socio-economic inequalities that the most marginalised groups in our global society face. With a focus on transforming the value chain, they have created an innovative mobile platform (based on the principles of FairTrade), linking urban waste pickers in developing countries to corporates so they can access fairer market prices.
Another example of livelihood improvement through plastic waste is from a surprising source – chemicals company Dow, who through partnerships with nonprofits in Brazil have implemented the programme Recycling for a Change that is boosting the local waste management value chain for plastic waste. Targeting waste picker cooperatives, the programme provides support around training and development, as well as physical infrastructure and process improvement all through the lens of ‘inclusive recycling’, which emphasises the importance of social impact and the human dimension of waste management.
A cynical view of this particular example takes us to the other end of the scale where the commercialization of plastic waste can be viewed as negative. Claims of greenwash could easily be applied to Dow and similar big companies, but taking things further they could even be accused of covert manipulation; propping up plastic production and reneging on sustainability pledges whilst maintaining a veneer of commitment, all of which ultimately benefits bottom lines rather than social and environmental betterment.
But, that isn’t necessarily the case. We do run the risk, however, of creating a malignant economy that could be incentivized to stay in place. So, how do we avoid creating and reinforcing another systemic problem? How can brands step away from the trend of using plastic waste – or should they? And what about long-term aspirations of reducing plastic production overall?