The Blueprint for Credible Action on Plastic Pollution: Making a case for larger costs & long-term ROIs

The Challenge

With each passing day, the plastic pollution crisis grows more urgent. As the world generates 400 million tonnes of plastic waste each year, studies reveal the toll that plastics are taking on our health, bodies, and environments. Yet, plastic remains deeply integrated in our lives and routines – it makes our hospitals safer, helps our food last longer, and our packages ship more easily. We must all come together to find solutions to fix the broken system that has landed us in a world of plastic dependence, and consequently, plastic pollution. Business in particular plays an essential role and must take bold and effective action now to ensure a more sustainable future.

It’s true that sustainable investments, such as those in product design, innovation, and manufacturing, require large upfront costs. This can be especially hard to justify when the financial benefits are not guaranteed and the ROI may not be seen for years. However, if done effectively, the potential gain is worth the investment. For instance, research estimates that converting 20% of plastic packaging to reuse offers a $10 billion opportunity for businesses.

Inaction is Expensive

When it comes to the planet's health and global wellness at large, the cost of inaction could come at an even greater price over time, especially if action isn’t taken in the next few years. As businesses begin to invest in sustainability and future-proof their business models, they will build a competitive edge over their peers as the regulatory environment continues to shift in favor of the environment. At this moment, the world is negotiating a Global Treaty on Plastics. In the U.S., Extended Producer Responsibility (EPR) policies have now been enacted in five states with momentum to influence other state legislatures in the coming years as a means of holding producers accountable for the end-of-life of products. As the world continues to advance regulations that promote circularity, we encourage companies to become early adopters – otherwise they could face financial, societal, and reputational consequences for not acting sooner once new standards and policy mandates go into effect.

Consumers Care; The Bottom Line is at Stake

In today’s environmentally conscious world, stakeholders and customers alike are paying close attention to businesses that prioritize sustainability. According to WWF’s 2024 public polling, over 80% of Americans think that plastic pollution is a serious problem that requires immediate political action to solve and would be in favor of laws that incentivize companies to reduce plastic waste and take responsibility for the plastic waste they create.

It Pays to be an Early Adopter

Tackling plastic pollution offers opportunities for highly-visible innovation that can align stakeholders both internally and externally – fostering productivity and precompetitive industry advancement. For example, Starbucks operates the Greener Apron program, an online course that gives Starbucks employees the opportunity to learn more about sustainability initiatives and best tips on how to make small changes that yield large eco-friendly results both in the workplace and in communities. Additionally, Colgate-Palmolive developed the first recyclable tube and open-sourced its design for public consumption. As a result, Colgate-Palmolive today is seen as an industry innovator and leader in sustainable product design, enabling better recycling rates across the market. Collaboration and knowledge sharing from the private and public sector is key to inspiring and enacting change.

Significant innovation in sustainable alternatives and product design is critical to helping fill the role once held by plastics. In fact, proactive businesses that explore alternative materials are leveraging opportunities to stabilize resource supply and build long term resiliency within the supply chain. Identifying and investing in the right alternative materials (including biobased plastic) can smooth the transition as plastic regulations come online. Additionally, switching from fossil fuel-based plastic to sustainably-sourced materials may even lower a company’s carbon footprint.

The Opportunity

It’s important to highlight the opportunity cost and focus on the bigger picture: the non-financial benefits that will ensure your industry remains relevant and well-perceived in a rapidly evolving landscape. Companies that commit to real action through sustainable investments and systemic changes, while transparently tracking against public targets, will be the trusted pioneers in a future less dependent on plastic.

Companies seeking to reduce plastic pollution should follow guidance from the experts that know what it takes (and costs) to make effective change – and have already seen success along their journeys.

No one company can do this alone. The plastic pollution crisis cannot be solved by one actor in a vacuum. Change will come through collective effort. If your company is still uncertain on how to move from awareness and commitment to measurable progress backed by science-based recommendations, consider reviewing WWF's Blueprint for Credible Action on Plastic Pollution for a step-by-step guide on the journey towards circularity. WWF’s Blueprint offers insight from more than 10 years of corporate engagement, outlining resources and tools needed at every stage.