How Retailers and Shoppers Can Work Together to Reduce Plastic Waste

The global plastic crisis has reached unprecedented levels, with approximately 8 million metric tons of plastic waste entering our oceans annually. While governments and international organizations work on policy solutions, the retail sector—where much of this plastic originates—represents a crucial battleground for change.

The retail industry is a significant contributor to plastic pollution through packaging, carrier bags, and product materials. However, it also presents a unique opportunity for collaboration between businesses and consumers to drive substantive change. Neither group can solve this problem alone; retailers need customer demand to justify sustainable investments, while shoppers need accessible alternatives to make better choices.

This article examines how this critical partnership can function effectively, highlighting innovative approaches from industry leaders, practical strategies for shoppers, and the mutual benefits of collaborative action. By understanding how these two groups can work together, we can accelerate the transition toward a less plastic-dependent retail ecosystem.

Retailers and consumers both play a vital role in reducing plastic waste. By adopting sustainable packaging, promoting reusable alternatives, and making eco-conscious choices, they can drive meaningful change. Learn more about reducing retail packaging waste and how businesses can lead the shift toward sustainability: Reducing Retail Packaging Waste.

Sources of Plastic Waste in Retail & Their Impact

The Scale of the Problem

The Retail Plastic Footprint

The retail sector's relationship with plastic is deeply entrenched. From food packaging to product protection, plastic has become ubiquitous for several compelling reasons:

• Cost-effectiveness: Plastic remains one of the cheapest packaging materials available
• Versatility: It can be molded into countless forms for different products
• Protection qualities: It extends shelf life and prevents contamination
• Lightweight properties: It reduces shipping costs and carbon emissions during transport

However, these benefits come with severe environmental consequences:

• The average UK shopper brings home approximately 38kg of plastic packaging annually
• Only about 32% of household plastic waste is recycled in the UK
• Single-use plastic packaging accounts for nearly 40% of Europe's plastic production
• The average plastic bag is used for just 12 minutes before being discarded

For retailers, plastic represents a complex challenge. It serves important functions while simultaneously creating environmental liabilities and potential reputational risks. For shoppers, plastic often feels unavoidable, leading to "eco-anxiety" and frustration when trying to make sustainable choices.

The Environmental Impact

The environmental toll of retail plastic extends far beyond unsightly litter:

• Marine ecosystems: Over 700 marine species are known to be affected by plastic pollution
• Wildlife harm: Approximately 100,000 marine mammals die annually from plastic entanglement
• Microplastic infiltration: Microplastics have been found in human blood, lungs, and placentas
• Resource depletion: Petroleum-based plastics deplete finite fossil resources
• Climate implications: Plastic production and disposal contribute significantly to greenhouse gas emissions

This environmental damage creates real economic costs, with plastic pollution estimated to cause $13 billion in damage to marine ecosystems annually. The intersection of environmental and economic concerns makes plastic reduction a priority for both value-driven and profit-focused retail strategies.

Retailer Initiatives and Responsibilities

Progressive Retail Approaches

Forward-thinking retailers are implementing innovative strategies to reduce plastic:

Packaging Redesign

Major retailers are fundamentally rethinking packaging:

• Tesco has removed over one billion pieces of plastic from its UK stores through packaging redesign
• Waitrose has pioneered "unpacked" sections where customers use their own containers
• Lush has opened "naked" stores selling products without packaging
• Aldi has committed to making 100% of its packaging reusable, recyclable, or compostable by 2025

These changes demonstrate that with creativity and commitment, alternatives are possible even for items traditionally dependent on plastic packaging.

In-Store Infrastructure

Physical changes in stores are making sustainable shopping easier:

• Refill stations: Retailers like Asda and The Body Shop have introduced refill systems for everything from pasta to shower gel
• Plastic-free zones: Entire sections dedicated to unpackaged goods
• Reverse vending machines: Systems that reward customers for returning plastic bottles
• Collection points: Facilities for difficult-to-recycle items like plastic film

These infrastructural changes reduce barriers to sustainable shopping by making eco-friendly options more convenient.

Supply Chain Transformation

Progressive retailers are looking beyond their stores to address plastic throughout their operations:

• Supplier requirements: Setting strict packaging guidelines for vendors
• Collaborative innovation: Working with manufacturers to develop new packaging solutions
• Transport packaging: Reducing plastic wrap and pallets in shipping
• Circular systems: Establishing closed-loop recycling within supply chains

These behind-the-scenes efforts may be less visible to consumers but are crucial for systemic change.

Retailer Challenges and Constraints

Despite good intentions, retailers face significant obstacles:

Economic Realities

Financial considerations remain a major barrier:

• Alternative packaging materials often cost 25-30% more than conventional plastics
• Infrastructure for refill systems requires substantial capital investment
• Consumer price sensitivity limits how much additional cost can be passed on
• Economies of scale for sustainable options are still developing

These economic factors help explain why even committed retailers implement changes gradually rather than all at once.

Operational Complexities

Practical challenges arise when reimagining retail systems:

• Food safety regulations may require certain packaging standards
• Shelf life can be significantly reduced without proper packaging
• Supply chain logistics become more complicated with refill models
• Staff training requires additional resources
• Store space is limited for new infrastructure

These operational realities mean that plastic reduction initiatives must be carefully designed to maintain retail efficiency.

Brand and Marketing Considerations

Aesthetic and marketing concerns also influence packaging decisions:

• Product visibility and appeal may be compromised by certain sustainable materials
• Brand recognition often relies on distinctive packaging
• Product information becomes harder to display without packaging
• Premium positioning may be undercut by perceived "lower quality" packaging

These factors explain why luxury and beauty brands have been slower to adopt plastic-free approaches.

From Store to Home: How Shops and Consumers Can Reduce Plastic Use

Plastic pollution is a global crisis, with over 300 million tons of plastic waste produced annually. Much of this waste comes from retail stores, packaging, and household consumption. While plastic is convenient, its environmental impact is devastating—clogging oceans, harming wildlife, and contributing to climate change.

But the good news? Both retailers and consumers can take meaningful steps to reduce plastic use, creating a cleaner and greener future.

Retailers and consumers can collaborate to reduce plastic usage through sustainable practices and conscious choices. For insights, watch Martin Newman's discussion on the competitive landscape between fast fashion giants and independent retailers, highlighting the importance of sustainability: The Role Of Retail With Martin Newman

How Shops Can Reduce Plastic Use

Retailers play a key role in minimizing plastic waste. Here are strategies shops can adopt:

1. Switch to Sustainable Packaging

1. Replace plastic bags with paper, fabric, or compostable bags.
2. Offer bulk refill stations for dry goods, cleaning products, and toiletries.
3. Use biodegradable or recyclable materials for product packaging.

2. Introduce Reusable and Refillable Options

• Encourage customers to bring their own bags, containers, and cups.
• Sell products in glass, metal, or compostable packaging.
• Offer discounts for customers using reusable containers.

3. Ban or Charge for Single-Use Plastics

• Many countries have introduced plastic bag bans—retailers can support this by charging for plastic bags or eliminating them completely.
• Stop providing plastic straws, cutlery, and stirrers, replacing them with bamboo, metal, or compostable options.

4. Promote Eco-Friendly Brands

• Stock plastic-free alternatives, such as solid shampoos, bamboo toothbrushes, and reusable water bottles.
• Partner with sustainable brands that use minimal or plastic-free packaging.

5. Educate Customers About Plastic Reduction

• Display signs and posters encouraging customers to use reusable bags.
• Provide loyalty rewards for eco-conscious shoppers.
• Train staff to promote sustainable shopping habits.

How Consumers Can Cut Down on Plastic Waste

Consumers have significant power to reduce plastic use by making smarter choices. Here’s how:

1. Bring Your Own Bags and Containers

• Always carry a reusable shopping bag.
• Use cloth or mesh bags for fruits and vegetables instead of plastic.
• Bring glass jars or stainless steel containers for bulk shopping.

2. Choose Plastic-Free Products

• Opt for bar soaps and shampoo bars instead of bottled ones.
• Buy loose fruits and vegetables rather than pre-packaged ones.
• Select products in glass, metal, or biodegradable packaging.

3. Reduce Single-Use Plastics at Home

• Replace plastic straws with metal, bamboo, or silicone alternatives.
• Use reusable food wraps instead of plastic wrap.
• Invest in reusable water bottles and coffee cups.

4. Shop at Zero-Waste or Sustainable Stores

• Support local zero-waste stores that allow refilling of household goods.
• Buy in bulk to reduce packaging waste.

5. Properly Recycle and Dispose of Plastic

• Separate plastic waste by type before recycling.
• Avoid wish-cycling (throwing non-recyclable items into recycling bins).
• Repurpose plastic containers for storage instead of throwing them away.

Sustainable Packaging Alternatives

If eliminating plastic is challenging, consider sustainable packaging alternatives:

✔ Biodegradable plastics made from cornstarch or sugarcane
✔ Glass containers (fully recyclable and reusable)
✔ Paper-based packaging (compostable and recyclable)
✔ Mushroom and seaweed packaging (eco-friendly innovations)
✔ Compostable mailers for e-commerce businesses

Many brands have already shifted to these alternatives, and consumers can support them by choosing sustainable products.

Consumer Action and Responsibility

Shopping Habits and Choices

Individual shopping behaviors collectively drive market change:

Mindful Purchasing

Thoughtful consumption forms the foundation of waste reduction:

• Planning purchases: Creating shopping lists to avoid impulse buys
• Quantity management: Buying only what's needed to prevent waste
• Durability focus: Investing in longer-lasting items rather than disposable alternatives
• Packaging awareness: Actively choosing products with less packaging

These habits not only reduce plastic waste but often save money and reduce overall consumption.

Reusable Alternatives

The "bring your own" movement is gaining momentum:

• Shopping bags: The success of the plastic bag charge demonstrates how quickly habits can change
• Produce bags: Lightweight mesh alternatives to plastic produce bags
• Food containers: Bringing containers for deli, meat, and seafood counters
• Coffee cups and water bottles: Using refillable options for beverages

Research shows that each reusable shopping bag can replace hundreds of single-use bags over its lifetime.

Strategic Store Selection

Where we shop matters as much as what we buy:

• Supporting pioneering retailers: Choosing stores with strong sustainability initiatives
• Exploring package-free shops: Patronizing specialized zero-waste stores
• Local markets: Buying direct from producers who use minimal packaging
• Online research: Investigating retailer policies before shopping

This consumer "vote with your wallet" approach sends powerful market signals.

Consumer Voice and Advocacy

Beyond individual purchases, consumers can drive systemic change:

Feedback Mechanisms

Retailers rely on customer input to gauge priorities:

• Comment cards and surveys: Formally expressing packaging concerns
• Social media engagement: Publicly acknowledging good practices or suggesting improvements
• Direct conversations: Speaking with store managers about plastic reduction
• Loyalty program feedback: Using retailer-specific channels to request changes

Research shows that retailers typically consider each formal complaint representative of 26 other customers with similar concerns.

Collective Action

Organized consumer efforts amplify individual voices:

• Plastic-free challenges: Community initiatives like "Plastic Free July"
• Local campaigns: Neighborhood efforts targeting specific retailers
• Petition support: Signing and sharing campaigns for corporate policy changes
• Consumer cooperatives: Joining member-owned stores where shoppers influence policy

These collective approaches create visibility that individual actions may lack.

Information Sharing

Education and awareness-building accelerate change:

• Social media sharing: Highlighting both problematic and exemplary packaging
• Product reviews: Mentioning packaging in online reviews
• Community education: Organizing workshops on plastic-free shopping
• Children's involvement: Teaching younger generations sustainable habits

By spreading knowledge about alternatives, consumers help build the critical mass needed for wider adoption.

Collaborative Solutions

Communication and Transparency

Effective partnerships require open dialogue:

Clear Labeling and Information

Informed choices depend on accessible information:

• Standardized recycling labels: Consistent symbols that clearly indicate recyclability
• Material disclosure: Transparent information about packaging composition
• Recycled content labeling: Clear indication of post-consumer recycled materials
• End-of-life instructions: Guidance on proper disposal

These communication tools help bridge the knowledge gap that often prevents effective consumer action.

Progress Reporting

Accountability drives continuous improvement:

• Plastic footprint disclosure: Regular reporting on plastic use
• Reduction targets: Public commitments to measurable goals
• Achievement celebration: Highlighting successful initiatives
• Challenges acknowledgment: Honest discussion of obstacles

This transparency builds trust and allows consumers to track genuine progress rather than "greenwashing."

Consumer Education

Knowledge empowers effective action:

• In-store signage: Guiding shoppers toward sustainable choices
• Staff training: Enabling employees to answer sustainability questions
• Digital resources: Providing online guides and tools
• Community workshops: Offering practical education on waste reduction

These educational efforts help transform consumer intentions into effective actions.

Incentive Structures

Aligning economic incentives with environmental goals accelerates change:

Reward Programs

Positive reinforcement encourages sustainable choices:

• Loyalty points: Offering extra rewards for bringing reusable containers
• Discount systems: Providing price reductions for packaging-free purchases
• Deposit return schemes: Refunding deposits on returned packaging
• Gamification: Creating engaging challenges around plastic reduction

These approaches make sustainable choices financially attractive while building customer loyalty.

Cost Structures

Price signals influence both business and consumer decisions:

• True cost accounting: Incorporating environmental impacts into pricing
• Bulk discounts: Making unpackaged products more economical
• Investment sharing: Spreading the cost of new systems across the supply chain
• Subscription models: Creating predictable revenue for sustainable options

These economic structures help overcome the initial cost barriers to sustainable alternatives.

Innovation Funding

Collaborative investment accelerates solution development:

• Research partnerships: Joint retailer-consumer funded research
• Crowdfunding initiatives: Customer-supported packaging innovations
• Supplier development funds: Helping smaller suppliers transition to sustainable packaging
• Challenge prizes: Competitions for breakthrough solutions

These funding mechanisms help bridge the innovation gap between current problems and future solutions.

Technology and Innovation

Technological solutions can accelerate progress:

Material Innovation

New materials offer promising alternatives:

• Bioplastics: Plant-based alternatives that biodegrade more readily
• Edible packaging: Materials that can be consumed along with products
• Seaweed-based solutions: Marine alternatives to conventional plastics
• Mycelium packaging: Fungal-based materials that are fully compostable

While not perfect, these innovations expand the available options beyond conventional plastics.

Digital Solutions

Technology facilitates more sustainable systems:

• Packaging tracking apps: Tools that help consumers identify recyclable packaging
• Refill locators: Maps of available refill stations
• QR code information: Digital access to detailed sustainability information
• Online shopping filters: E-commerce options to select minimal packaging

These digital tools reduce the friction associated with sustainable choices.

System Redesign

Rethinking entire product delivery systems:

• Product-as-service models: Shifting from owning products to using services
• Closed-loop systems: Creating circular flows of materials
• Localized production: Reducing transport packaging through proximity
• Collaborative consumption: Sharing economy approaches that reduce overall production

These systemic innovations move beyond incremental improvements to fundamentally different models.

Consumer habits are central to reducing plastic waste and fostering sustainability in retail. By being mindful of purchasing behaviors, choosing reusable alternatives, and strategically selecting stores, individuals can significantly reduce their environmental impact. This collective effort also encourages businesses to adopt more sustainable practices.

For more on consumer actions and the role of shopping choices in sustainability, check out Martin Newman's insights on consumer behavior and retail transformations in Mini MBA In A Day Services.

Government Regulations

Governments worldwide are enforcing plastic reduction policies:

EU Single-Use Plastic Ban: Bans plastic straws, cutlery, and plates.
Plastic Bag Bans in Over 60 Countries: Retailers must offer alternatives.
Extended Producer Responsibility (EPR): Companies are responsible for plastic waste disposal.
Deposit Return Schemes: Customers pay a small deposit for plastic bottles and get refunds when returning them.

Retailers and consumers can support and comply with these laws to accelerate plastic reduction efforts.

Benefits of Collaboration

Environmental Gains

Effective partnerships yield substantial ecological benefits:

• Waste reduction: Decreased plastic entering landfills and ecosystems
• Resource conservation: Reduced demand for virgin plastic production
• Pollution prevention: Fewer microplastics in water systems
• Habitat protection: Less plastic threatening wildlife

These environmental improvements address multiple ecological challenges simultaneously.

Business Advantages

Sustainability initiatives offer compelling business benefits:

• Cost savings: Reduced packaging expenses over time
• Brand enhancement: Improved reputation among environmentally conscious consumers
• Regulatory preparedness: Anticipating future legislation on packaging
• Innovation opportunities: Developing marketable sustainable solutions
• Employee engagement: Increased staff satisfaction and retention

These advantages make plastic reduction a sound business strategy beyond environmental considerations.

Consumer Benefits

Shoppers also gain from sustainable approaches:

• Health protection: Reduced exposure to potentially harmful plastics
• Cost efficiency: Lower prices for unpackaged goods
• Reduced clutter: Less packaging waste to manage at home
• Satisfaction: Alignment between values and actions
• Community connection: Participation in collective positive change

These benefits help sustain consumer motivation for continued engagement.

Future Directions

Emerging Trends

Several developments signal future trajectories:

Policy Landscape

Regulatory changes will reshape retail-consumer dynamics:

• UK Plastic Packaging Tax creating financial incentives for recycled content
• Extended Producer Responsibility shifting costs back to manufacturers
• Potential bans on problematic single-use items
• Standardized recycling systems improving material recovery

These policy shifts will accelerate voluntary initiatives by creating level playing fields.

Technological Developments

Innovations continue to expand possibilities:

• Enzymatic recycling technologies breaking down previously unrecyclable plastics
• Blockchain-based tracking systems verifying sustainability claims
• Artificial intelligence optimizing packaging design
• Biomimicry creating nature-inspired packaging solutions

These technologies will create new opportunities for collaboration.

Consumer Expectations

Market demands continue to evolve:

• Growing willingness to pay premiums for sustainable options
• Increasing sophistication in evaluating environmental claims
• Rising expectations for corporate transparency
• Normalization of previously "alternative" shopping methods

These shifting expectations create market pull for continued innovation.

Roadmap for Accelerated Progress

Strategic priorities for deepening collaboration:

Infrastructure Investment

Physical systems need development:

• Expanded refill networks across mainstream retail
• Standardized reusable packaging systems across brands
• Enhanced recycling capabilities for flexible plastics
• Reverse logistics systems for packaging recovery

These infrastructural elements will reduce barriers to sustainable choices.

Knowledge Sharing

Information flows need enhancement:

• Open-source packaging innovations
• Cross-industry working groups
• Consumer-retailer feedback platforms
• Transparent impact measurement

These knowledge systems will speed learning and adoption.

Cultural Shift

Deeper normative changes support technical solutions:

• Redefining convenience beyond disposability
• Building social norms around reuse
• Celebrating visible sustainable behaviors
• Developing aesthetic appreciation for minimal packaging

These cultural elements will sustain momentum beyond initial enthusiasm.

FAQ: Reducing Plastic Waste Through Retailer-Shopper Collaboration

What's the single most effective action retailers can take to reduce plastic waste?

Implementing comprehensive refill systems for common products creates the greatest impact. When retailers provide infrastructure for customers to refill everything from pasta to shampoo using their own containers, plastic packaging can be eliminated entirely rather than just reduced. This approach addresses the problem at its source rather than improving disposal or recycling of existing plastic. For example, Waitrose found that their "Unpacked" refill stations reduced packaging waste by over 90% for participating products.

How can consumers shop plastic-free on a budget?

Contrary to popular belief, plastic-free shopping can often be more economical. Focus on these strategies: (1) Buy unpackaged fruits and vegetables, which typically cost less than pre-packaged versions, (2) Purchase from bulk bins using your own containers to get precisely the amount needed, (3) Choose concentrated products that require less packaging per use, (4) Invest in quality reusable items that save money over time, and (5) Seek out package-free store special offers and loyalty programs that reward sustainable choices. The initial investment in reusable containers typically pays for itself within 10-15 uses.

Isn't some plastic packaging necessary for food safety and freshness?

While plastic does serve important functions for certain foods, its necessity is often overstated. Many foods traditionally sold loose (like produce) have been increasingly wrapped in plastic despite centuries of safe unpackaged sale. For items requiring protection, innovative alternatives exist: (1) Beeswax wraps for cheese and produce, (2) Silicone storage bags for meat and fish, (3) Glass containers for prepared foods, and (4) Plant-based compostable films for items requiring barrier properties. A 2020 study found that properly designed paper-based packaging could maintain freshness for 85% of currently plastic-wrapped supermarket items.

How can retailers justify the cost of sustainable packaging when margins are already tight?

The economics of sustainable packaging improve through several mechanisms: (1) System-wide accounting that factors in reduced waste disposal costs, (2) Supplier partnerships that spread transition expenses, (3) Gradual implementation focusing first on high-margin products, (4) Consumer communication that explains value enhancement, and (5) Scale economies that emerge as adoption increases. Additionally, studies show that sustainability initiatives typically deliver 4-5% revenue increases through enhanced brand perception and customer loyalty, offsetting initial costs.

What can consumers do when they don't have access to package-free shops?

Even in conventional retail environments, meaningful action is possible: (1) Choose products with recyclable packaging over non-recyclable alternatives, (2) Buy larger sizes to reduce packaging-to-product ratios, (3) Focus on concentrated products, (4) Bring your own bags for produce and groceries, (5) Request minimal packaging at service counters, (6) Provide feedback to store management about packaging concerns, and (7) Start or join local groups advocating for better options. These approaches can reduce household plastic waste by 30-40% even without specialized stores.

How can shoppers verify that retailer claims about plastic reduction are genuine?

To distinguish meaningful action from "greenwashing," look for: (1) Specific, quantified reduction targets with regular progress reports, (2) Third-party certification through programs like Plastic Free Trust Mark or B Corp, (3) Transparent communication about both successes and challenges, (4) Evidence of system-wide changes rather than token products, and (5) Willingness to discuss plastic use when directly questioned. Genuine commitment typically manifests in comprehensive approaches rather than isolated initiatives.

What role can technology play in reducing retail plastic?

Technology offers multiple intervention points: (1) Material innovation creating functional alternatives to conventional plastics, (2) Digital platforms connecting consumers with refill locations and plastic-free options, (3) QR codes providing detailed product sustainability information, (4) RFID and other tracking systems enabling reusable packaging programs, and (5) AI-optimized logistics reducing transport packaging. The most promising applications combine technological innovation with behavioral insights to create systems that are both sustainable and convenient.

How can parents manage plastic reduction while shopping for children's products?

Families face unique challenges but can: (1) Seek toys made from natural materials like wood and cotton, (2) Explore toy libraries and rental services, (3) Buy children's clothing secondhand, (4) Make homemade versions of typically plastic-packaged snacks, (5) Use cloth diapers or hybrid systems, and (6) Involve children in the process through educational discussions. Research indicates that children readily adapt to and often become enthusiastic advocates for sustainable practices when engaged appropriately.

What should retailers prioritize when beginning plastic reduction efforts?

The most effective starting points are: (1) Conducting a plastic audit to identify "quick wins" and problematic areas, (2) Eliminating obviously unnecessary packaging like plastic windows in cardboard boxes, (3) Implementing reusable alternatives for high-volume items, (4) Training staff to understand and communicate about plastic reduction, and (5) Establishing feedback mechanisms to gather customer input. Beginning with visible changes that customers can immediately recognize helps build momentum for more complex system changes.

How can online shopping become less plastic-intensive?

E-commerce presents unique challenges but opportunities include: (1) Concentrated product formulations that reduce package size and weight, (2) Redesigned shipping materials using paper-based alternatives, (3) Reusable shipping container programs with incentivized returns, (4) Packaging-free delivery options for appropriate products, and (5) Carbon-neutral shipping options. Leaders like Loop are demonstrating that circular, low-waste e-commerce is technically feasible when retailers and consumers collaborate.

Conclusion

The challenge of retail plastic pollution cannot be solved by either businesses or consumers acting alone. Retailers control product presentation and infrastructure but respond to consumer demand. Shoppers make daily purchasing decisions but require accessible alternatives. Only through thoughtful collaboration can meaningful change occur.

The most promising approach combines:

• Retailer-led system redesign that makes sustainable choices convenient
• Consumer-driven demand that rewards progressive practices
• Shared investment in innovation and infrastructure
• Mutual education and transparent communication
• Aligned incentives that make sustainable choices economically viable

By recognizing their interdependence, retailers and shoppers can accelerate the transition to less plastic-dependent commerce. Each shopping experience represents an opportunity for collaboration – a moment where individual choices collectively shape market realities.

The path forward requires patience, as entrenched systems rarely change overnight. However, the examples highlighted throughout this article demonstrate that substantial progress is not only possible but already underway. By building on these successes and deepening collaborative approaches, retailers and shoppers can create a commercial ecosystem that meets human needs without compromising environmental integrity.

Visit our Contact Us page today to inquire! Bring your own bags, choose sustainable packaging, and support plastic-free brands. Every action counts toward a cleaner planet.