Plastic waste: Why brands need to look beyond the PR opportunity

Over the past few weeks brand have lined up to commit to tackling the issue of plastic waste. Iceland’s bold decision to pledge to go plastic-free with its own brand products was front page news, while McDonald’s, Coca-Cola and Evian have all promised to overhaul packaging and Diageo and Costa are among many big names phasing out the use of plastic straws. But why now?
“I just think its reached a bit of a tipping point on plastic,” Iceland’s marketing director