Plastic fantastic: Should brands rethink their response to the packaging witch hunt?

If David Attenborough is the prophet of the anti-plastic generation, Chris Griffin is the pragmatist.

As multinationals from Evian to Adidas scramble to reduce the amount of plastic in their supply chains in response to consumer outcry, the chief executive of the Museum of Brands, Packaging and Advertising is quietly cynical with regards to brands’ efforts.

“From the consumer’s point of view, the plastic debate is so complex that I don’t think they can engage in anything other than the top line soundbite,” he says.

“The consumer is going to be fed many lines – like ‘we’re going to make all our new bottles out of sugar cane’ or something. That’s probably not going to happen worldwide...

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