Plastic Soup

Zolezzied

Working on this project, I have the feeling of being on a roller-coaster; not only because of the great speed, but also the way in which each interview shakes me up. This morning, I talked to Anthony Zolezzi, and again, I experienced a full loop.

I didn’t want to write a depressing book. That was my commitment from the beginning. But after hearing, time and again over the past few days, how every initiative to tax or ban plastic bags is crushed by the plastics and retail industry, I was starting to become negative myself. This was exactly what I was trying to avoid.

The best remedy against this rising depression was Anthony Zolezzi. This son of a fishing family has traveled the world investigating the problem of plastic waste (since plastic is a fantastic product that in our society, one can’t imagine living without). “Don’t fight them, embrace them!” was his conclusion. And he didn’t mean that in an Oscar Wilde sort of way (who quipped: “Always forgive your enemies; nothing annoys them more.”)

Anthony Zolezzi assumes the only way to win the battle against plastic is to cooperate with the producers. Once they are conscious of the advantages of durable production and recycling, they will change on their own accord.

Playing devil’s advocate, I pointed out to him that they did not have to change—that they made profit by maintaining their modus operandi. But he had a couple of very convincing arguments:

− More than anybody, plastic producers are aware that oil is a limited raw material, and that it is necessary to look for alternative methods of production.

− When the buying public can choose between two identical, equally expensive products, but one of these products has been produced responsibly, the consumer will choose the “good” product.

− As soon as this chain is put into action – the consumer has a choice and will choose the responsible product – the producer will conform to consumer demand and produce more and more responsible products. Eventually the ‘bad’ products will vanish from the market.

Nice scenario, I thought. But I countered that if people are focused on brand names to choose between the bad grade-A product and a responsible product of an unknown brand, most will purchase the grade-A product anyway.

“Embrace them!” Anthony smiled. Especially the bigger brands!

Not only does he present a nice theory; he also puts it into practice. Together with the largest food manufacturer and the most important water producer in the United States, he presents the consumer a choice of between a grade-A responsible brand and a grade-A irresponsible brand.

Who will then consciously choose something bad, for himself and the environment?

Forget petty government regulation. Forget a Don Quichotte-like battle with an invincible industry.

Change the world by choosing responsibly.

I embrace Anthony Zolezzi.

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