Life in Plastic

Tackling Plastic Pollution at a Global Scale | Clemence Schmid on GPAPIn this episode, we dive into the Global Plastic Action Partnership (GPAP), the world’s largest initiative tackling plastic pollution, currently covering 20% of the global population. Convened by the World Economic Forum, GPAP brings together governments, the private sector, academia, and civil society to create actionable national roadmaps and drive global solutions, including the ongoing negotiations for a global plastic treaty.GuestClemence Schmid shares her insights from working across multinational corporations, startups, and multistakeholder platforms, offering lessons on scaling operations, innovation, and implementing circular economy principles.In this episode, you’ll learn about:How GPAP uses evidence-based mapping to track plastic flow from production to end-of-lifeThe power of multi-stakeholder collaboration to drive systemic changeChallenges in including smaller, local businesses in global initiativesHow circular economy strategies turn waste into economic opportunityThe current status of the global plastic treaty and what’s next for 2026–2027Why it matters: GPAP not only helps prevent plastic from polluting oceans and landscapes—it also fosters local industry, creates jobs, and strengthens resilient supply chains worldwide.Resources & links mentioned in the episode:World Economic Forum; Global Plastic Action PartnershipIntergovernmental Negotiating Committee (INC) for a global plastic treatyDon’t forget to subscribe for more conversations on plastic pollution, circular economy, and global sustainability initiatives!#PlasticPollution #GPAP #CircularEconomy #Sustainability #OceanConservation #PlasticFree #GlobalPlasticAction #WasteManagement #ClimateAction #SustainableBusiness

Every brand spent the last decade claiming they were saving the planet. Consumers stopped believing them.Long story short: Consumer trust in sustainability messaging is at an all-time low. After a decade of brands positioning themselves as planet-savers, greenwashing scandals, and purpose claims that didn't hold up to scrutiny, most consumers have tuned out and most brands have followed by going quiet.But the problems haven't gone away. The regulations are still coming. The plastic is still in the oceans. And the brands that figure out how to communicate authentically right now will have the space almost entirely to themselves.In this episode of Life in Plastic, host Joel Tasche sits down with Thomas Kolster, author of 'The Hero Trap' and one of the earliest voices to call the sustainability backlash before it hit.Together they dig into why purpose-led marketing failed, what brands in the CPG and consumer goods space should be saying instead, and why 2026 might be the best moment in years to establish your brand as a credible voice in this space.What you'll learn in this episode:- Why "purpose-led" marketing eroded consumer trust and what the Hero Trap actually is- The 39% gap between sustainable intent and purchase behavior, and how to close it- Why marketing and sustainability operate like two different planets and how to bridge them- The one question every brand needs to answer before communicating their impact- Why most of your competitors going silent right now is the biggest opening you've had in years- How to shift from "look at what we're doing" to "here's who we can help you become"About Thomas KolsterThomas Kolster is a Copenhagen-based marketing activist, author, and speaker who has spent two decades working at the intersection of sustainability and brand strategy. He is the author of Goodvertising and The Hero Trap, and has advised brands, nonprofits, and governments across more than 60 countries. He is widely recognized as one of the first voices to publicly challenge the purpose-washing trend in mainstream marketing.

in this episode, host Joel Tasche sits down with packaging technologist Dan Coppins to unpack the reality behind “sustainable packaging” in the cosmetics industry, and why it’s far more complex than most founders expect.Together, they break down the core framework of packaging—the Three Ps: Protect, Preserve, Promote, and explain why sustainability can’t be separated from product performance, branding, and real-world logistics.From plastic and paper to glass and aluminum, this conversation dives into the trade-offs behind every material choice. The takeaway?There is no perfect solution, only informed decisions based on your product, your brand, and your long-term strategy.You’ll also learn practical design strategies to improve recyclability, including why monomaterial packaging matters, how color choices impact recycling, and what innovations are changing the game.For early-stage brands, Dan shares grounded advice on navigating high MOQs, starting with stock packaging, and treating sustainability as an evolving journey—not an overnight fix.If you’re building a consumer brand and want to make smarter, more honest packaging decisions, this episode is a must-listen.Topics covered:The Three Ps: Protect, Preserve, PromoteThe truth about “sustainable” materialsPlastic vs. glass vs. paper vs. aluminumDesigning for recyclabilityPractical advice for small and growing brands

Sustainable Packaging Explained: EPR, Consumer Behavior & The Future of PackagingWhat does truly sustainable packaging look like, and why is it so complicated?In this episode, we sit down with Caroline Deloach, Director of Sustainability at Atlantic Packaging, to unpack the reality behind plastic, recycling, and the future of packaging in the U.S.From the “say-do gap” in consumer behavior to the rise of Extended Producer Responsibility (EPR) laws, this conversation breaks down the trade-offs, challenges, and real solutions shaping the packaging industry today.💡 What You’ll Learn in This Episode:Why sustainable packaging depends on the specific use case (especially in food)The truth behind the “say-do gap”—why consumers say one thing but buy anotherWhy there is no silver bullet material (and the trade-offs of plastic vs. paper)The challenges of compostable packaging and limited infrastructureHow Extended Producer Responsibility (EPR) is transforming the industryWhy brands may face fines up to $25,000/day for non-complianceWhich U.S. states are already implementing EPR lawsHow companies like Atlantic Packaging are driving real, practical change🌊 Why This MattersPackaging sits at the center of the plastic pollution crisis, but solving it isn’t as simple as switching materials.This episode dives into the economic, environmental, and behavioral realities behind packaging decisions, and what it will take to move toward a circular economy.🔔 Subscribe for more conversations on sustainability, plastic pollution, circular economy, and real-world solutions.

I’ve always believed that no brand would package their goods in plastic if there was a sustainable alternative at the same price point. But as Dr. Dagny Tucker (Co-founder of Perpetual) explains in this episode, moving to a circular economy isn't a moral challenge. It’s a systems failure.We have spent over 50 years optimizing for a single-use economy, making once-absurd behaviors like discarding resources after a single use seem normal. Now, we’re future-casting a world where reuse infrastructure is as seamless as throwing something away. If you are a founder or brand manager navigating new mandates like California’s, this is your roadmap for making reuse and refill work at scale.🕒 Timestamps00:00 – The "Waste Picker" Story: Why individual efforts can’t fix a broken system.04:28 – Refill vs. Reuse: The critical distinction regarding container ownership.09:09 – The Burden Shift: Why refill systems often fail by asking too much of the customer.18:34 – Case Study: Hilo, Hawaii: Launching the first U.S. municipal reuse system in 2026.21:40 – The Infrastructure: Industrial washing, high-volume machines, and 100+ return bins.30:04 – Legislation Alert: How SB 54 (California) and French laws are mandating 10% reuse.37:59 – The LCA Truth: Is stainless steel actually better for the environment than plastic?.44:28 – Why "Pilot" is a five-letter word in the sustainability world.

Everyone that cared about plastic pollution started this decade full of hope. It was labeled as the Decade Of Action. YAAAAY LET'S GOOO!And now, half-way through? What did we achieve? Enough, nothing, maybe a little bit? We unpack this today with the OGs of plastic podcasting. Matt & John from plastic.climate.future. They observe the plastics space since 2021 on their podcast. They interviewed me a couple of years ago, (which btw led to an invitation to South Korea but that's a story for another day) this time I interview them.I ask them what happened so far, if they are happy with it and what they expect. They reflect on their podcast and we discuss who they would love to see on their show.

Disclaimer: The conversation was originally recorded in German. We dubbed it with AI to make it accessible to non-German speakers. And since we're discussing legal topics, please be extra careful. If you have any doubts regarding translations or content, please reach out to us. Green Claims & Greenwashing: Why “Climate Neutral” and “Sustainable” Will Be Banned from September (with Christina Kufer)From September onwards, everything changes for sustainable brands. The EU is getting serious in the fight against greenwashing. Terms like “sustainable,” “eco-friendly,” or “climate neutral” will be blacklisted if they are not backed up with solid, verifiable evidence.In this episode, I talk to lawyer Christina Kufer about the Empowering Consumers Directive (EmpCo) and the Green Claims Directive. We explain why almost all generic environmental claims will soon be legally challengeable, what will happen to self-created product labels, and why the term “climate neutral” on packaging will soon be a thing of the past.Christina gives practical advice on what founders and marketing teams need to do now to avoid legal warnings and penalties.In this episode, you’ll learn:The difference: What distinguishes the Empowering Consumers Directive from the Green Claims Directive?The “sustainable” ban: Why generic terms like “sustainable” or “eco-friendly” will soon be illegal without certification.Label chaos: Why self-made environmental icons and logos will be banned — and which third-party certifications will still be allowed.Climate neutrality: Why CO₂ offsetting can no longer be advertised as “climate neutral” (and the difference between product and corporate claims).Future claims: What strict rules apply if you say: “We will be net zero by 2030.”Legal risk: What happens when the lawyer’s letter arrives (cease-and-desist letter, injunction, sales ban, sell-off periods).

Should your brand become a B Corp? Or is it just expensive “greenwashing”?It’s B Corp Month, and in this episode, we break down one of the most misunderstood certifications in business.I’m joined by Armelle, who leads the B Corp community in Germany, to answer the questions founders, startups, and operators are actually asking:👉 What does B Corp really mean beyond the logo?👉 How long does certification take (months… or years)?👉 Is it worth it for startups or just big brands like Patagonia?👉 And will it help you stay compliant with new EU regulations?What you’ll learn in this episode:What the B Corp certification actually measures (and why it’s so rigorous)The real timeline & resources required to become a B CorpWhy B Corp is more than a badge; it’s a framework for building better companiesHow it helps with investors, hiring, and long-term resilienceThe truth about greenwashing vs. real accountabilityWhy startups should consider it earlier than they thinkHow B Corp aligns with new EU sustainability regulations (like the Green Claims Directive)Key takeaway:B Corp isn’t about being perfect, it’s about building a business that’s accountable, transparent, and future-proof. And whether you certify or not, the framework itself might be one of the most valuable tools for running a better company.Let us know in the comments: Would you consider becoming a B Corp, or is it not worth the effort?

Burning plastic sounds wrong.But what if the real problem isn’t plastic — it’s the fact that half the world isn’t connected to waste collection at all?In this episode, Axel Pieters — former executive at GeoCycle, one of the world’s largest waste treatment companies — explains co-processing: how cement kilns use waste as fuel at extremely high temperatures, leaving zero residue behind.We talk about:Why landfills may be the real climate villainWhy technology isn’t the bottleneck — money isThe economics of waste in developing countriesLock-in effects and investment risksWhy zero waste is unrealisticAnd why solving plastic pollution requires funding operations — not just building infrastructureThis is a grounded, practical look at what it actually takes to manage waste at scale.If you want climate realism instead of slogans, this episode is for you.

Episode SummaryFrom German punk dropout to Indonesia's most influential plastic pollution educator, Benedict Wermter has lived multiple lives before turning 40. In this conversation, Benedict shares his journey from anti-establishment teenager to investigative journalist to social media educator reaching 5+ million Indonesians monthly. He reveals shocking realities of waste management in Indonesia, including how plastic waste is burned to steam tofu, and explains why he believes behavioral change—not recycling—holds the key to solving our plastic crisis.Guest BioBenedict Wermter, known online as "Bule Sampah" (White Trash), is a German investigative journalist turned environmental educator based in Indonesia. He was the first trainee at Correktiv, Germany's premier investigative journalism outlet, and produced documentaries including "The Recycling Myth" that aired on BBC and German television. Today, he reaches over 5 million Indonesians monthly through social media, educating communities about plastic pollution and waste prevention. He also founded a foundation and developed the SampApp for waste education.Key Topics DiscussedThe Punk Years & Early RebellionDropping out of school at 16 in industrial West GermanyJoining punk communities and questioning capitalist structuresThe transition from rebellion to purposeful activismHow anti-establishment attitudes evolved into investigative journalismInvestigative Journalism CareerTraining at Correktiv with founder DavidLearning that most scandals happen "in front of everybody's eyes"Power dynamics and conflicts of interest in mediaThe complexity of truth in environmental reporting Indonesia's Waste Crisis RealityStructural waste burning every afternoon across villagesChildren living on dump sitesPlastic waste burned to steam tofu in factoriesMotor oil dumped directly onto treesThe gap between tourist perception and realityBuilding Bule SampahWhy he chose to educate rather than investigateReaching 5+ million Indonesians monthly on InstagramConsumer behavior change vs. recycling solutionsMeasuring impact through surveys and the SampApp Solutions & HopeWhy "zero waste" is misleading - better to have 10 people reduce waste 10% than 1 person reduce 80%The importance of connecting households to proper infrastructureExtended Producer Responsibility and regulatory frameworksEconomic incentives for waste collection and managementMemorable Quotes"The majority of scandals are not the secret things that need to be uncovered... the power abuse and the things that are actually scoops are happening in front of everybody's eyes.""There is no way you can hate plastics. Plastics are the tool of our time. We all use them every day. It's clearly the age of plastics.""Zero waste is also misleading. Like nobody can be zero waste. It's a bullshit term. We want 10 people to be 10% less wasteful.""Waste management starts with consumption, obviously, and not with managing waste."

Green Claims & Greenwashing: Warum „Klimaneutral“ und „Nachhaltig“ ab September verboten sind (mit Christina Kufer)Ab September ändert sich alles für nachhaltige Marken. Die EU macht ernst im Kampf gegen Greenwashing. Begriffe wie „nachhaltig“, „umweltfreundlich“ oder „klimaneutral“ landen auf der schwarzen Liste, wenn sie nicht niet- und nagelfest bewiesen sind.In dieser Episode spreche ich mit Rechtsanwältin Christina Kufer über die Empowering Consumers Directive (EmpCo) und die Green Claims Directive. Wir klären, warum fast alle allgemeinen Umweltaussagen bald abgemahnt werden können, was mit eigenen Produktsiegeln passiert und warum der Begriff „klimaneutral“ auf der Verpackung bald Geschichte ist.Christina erklärt praxisnah, was Gründer und Marketing-Teams jetzt tun müssen, um Abmahnungen zu entgehen.🎧 In dieser Folge lernst du:- Der Unterschied: Was unterscheidet die Empowering Consumers Directive von der Green Claims Directive?- Das „Nachhaltig“-Verbot: Warum allgemeine Begriffe wie „sustainable“ oder „eco-friendly“ ohne Zertifizierung bald illegal sind.- Siegel-Chaos: Warum selbst erstellte Umwelt-Icons und Logos verboten werden und welche Zertifikate (Dritte Seite) noch gelten.- Klimaneutralität: Warum CO2-Kompensation nicht mehr als „klimaneutral“ beworben werden darf (und der Unterschied zwischen Produkt- und Unternehmenswerbung).- Zukunftsaussagen: Welche strengen Regeln gelten, wenn du sagst: „Wir sind bis 2030 Net Zero“.- Abmahngefahr: Was passiert, wenn der Brief vom Anwalt kommt (Abmahnung, Unterlassungserklärung, Verkaufsstopp & Aufbrauchfristen).Links:https://www.linkedin.com/in/christina-kufer/https://www.fieldfisher.com/de-de/locations/germany

Get ready to sail the high seas of policy and pollution!This episode features the amazing Dr. Hannah Dijkstra, a plastic solution researcher, consultant, and communication whiz who has seen the plastic problem from the most remote beach on Earth to the painfully slow United Nations negotiation rooms.Host Joel Tasche and Dr. Dijkstra dive into the high-stakes drama of the UN Global Plastics Treaty, the frustrating tactics used to stall progress, and the heroic innovators working on solutions right now.1. Paradise Lost: The Shocking Reality of Henderson IslandForget paradise; imagine an uninhabited atoll so remote the closest people are "likely on the International Space Station" and it's absolutely smothered in plastic.The Mission: Dr. Dijkstra joined Plastic Odyssey, an organization with a vessel that sails the world doing education and advocacy on a cleanup expedition to Henderson Island.The Haul: Her team of about 13 people removed approximately nine tons of plastic from the beach.The Truth: Scientific studies found the majority of the waste wasn't consumer packaging, but waste of a fishing or maritime origin likely lost at sea or intentionally dumped.The Numbers: They removed a staggering 1,500 buoys and found almost 1,000 PET bottles with waste originating from 20 or more countries.Life at Sea: The vessel is closer to a "hostel" than a five-star resort, constantly rocking and rolling. Dr. Dijkstra confessed seasickness hit hard, and traveling meant days with no land, maybe not even a bird, in sight.2. The UN Plastics Treaty: A Game of Slow Motion PolicyThe global goal is clear: create a legally binding framework to regulate plastic and significantly reduce plastic pollution. The political reality, however, is a grinding bureaucratic battle.The Timeline: The process kicked off with a historic resolution adopted at the United Nations Environment Assembly (UNEA) at the end of 2022 which aimed to have a treaty decided upon and adopted within two years.The INC: Negotiation sessions are held by the Intergovernmental Negotiation Committee (INC).The 2025 Disaster: The meeting in Geneva in the summer of 2025, which was supposed to be the last, ended in a stalemate. The chair presiding over the process even resigned leaving the two-year deadline firmly abandoned.Next Hurdle (February 2026): The immediate focus is a one-day meeting on February 7th, 2026, to vote for a new chair. The catch? The choice must be by consensus meaning even this step might be delayed, as "delay is also a tactic."3. The Two Camps: Ambition vs. AmbiguityThe negotiations are split between two fiercely opposing coalitions, often debating the difference between words like "must," "should," or "could."4. The Innovators Alliance: Action Over ArgumentsDr. Dijkstra works with the Innovation Alliance for a Global Plastics Treaty, a coalition of innovators, startups, and entrepreneurs founded by Repurpose Global and The Ocean Cleanup.Their Mission: To act as a bridge, giving a voice to innovators in the high-level policy process and reminding negotiators that solutions—from alternative materials to cleanup—are already available.The 2026 Plan (The Atlas): The Alliance plans to create an "atlas", a map to showcase their members' work across the plastic value chain and link it to large-scale reduction targets. This map will connect real-world solutions (like reuse and refill) to reports like the "Towards Ending Plastic Pollution" report to prove that action, and investment, should start immediately.Where Her Heart Is: Dr. Dijkstra's heart remains with the innovators, who are "not taking no for an answer" and finding creative, self-sustaining solutions despite the policy gridlock.Connect with Dr. Hannah Dijkstra:Find the Innovation Alliance at agpt.orgFind Dr. Dijkstra at hannahdijkstra.comLet's manifest a great 2026 for plastic pollution solutions!

What can the waste industry learn from decades of social compliance in global supply chains? Join Joel Tasche and Kate A. Larsen as they explore the journey of improving labor standards, ethical sourcing, and worker dignity: from sweatshops in Asia to waste management facilities today.Kate shares her experiences on the ground, the toughest dilemmas she has faced, and how collaboration, codes of conduct, and responsible sourcing can create a real impact for workers and communities.A must-listen for anyone interested in labor rights, sustainability, circular economy, and social impact.Listen to the full episode and discover how we can make supply chains safer, fairer, and more sustainable.

In dieser Folge sprechen wir über eines der kontroversesten Themen der Circular-Economy-Debatte: chemisches Recycling. Zwischen großen Zukunftsversprechen, harten Realitäten und hitzigen Diskussionen in sozialen Netzwerken schauen wir gemeinsam wissenschaftlich fundiert auf den Status quo.Unser Gast Dr. Alexander Hofmann vom Fraunhofer Institut erklärt:Welche Technologien es überhaupt gibtWo die technischen Grenzen liegenWarum „mechanisch vs. chemisch“ ein falscher Gegensatz istWelche Rolle Regulatorik, Massenbilanzierung und Rezyklateinsatzquoten in der EU spielenWieso Sortierreste, Multilayer-Folien und E-Waste-Kunststoffe ohne chemische Verfahren kaum zirkulär werdenWarum mechanisches Recycling immer first choice ist, aber nicht reichtEnergiebedarf, Ökobilanz und CO₂-FußabdruckWarum Pyrolyse eigentlich keine neue Technologie ist, aber jetzt eine neue Chance bekommtWie realistisch echte „Closed Loops“ wirklich sindWenn du verstehen möchtest, wo chemisches Recycling heute steht, was davon Zukunft hat und wo es Grenzen gibt, ist diese Folge für dich.

In this episode, John Chweya, Kenya’s leading waste picker representative, explains how the informal recycling system really works. From child waste picking to leading an association of 36,000 workers, he breaks down the hidden economics of waste: who earns, who exploits, and what waste pickers actually need to improve their lives.We cover:• How middlemen capture up to 80% of the value• Health risks and unsafe landfill conditions• Why most recycling depends on informal workers• Real solutions that lift waste pickers out of poverty• How waste pickers are shaping global plastic policyA must-listen for anyone working in recycling, circularity, sustainability, or social impact.

SummaryIn this conversation, Colm Jordan from Indorama Ventures discusses the company's role in PET recycling and the broader implications of plastic waste management. He highlights the importance of circular economy practices, the challenges faced in recycling economics, and the need for effective policies like the plastic treaty. Colm emphasizes the shared responsibility of corporations and society in managing waste and the significance of the informal sector in recycling efforts. He advocates for a balanced approach to sustainability that considers both environmental and social factors.Takeaways- Indorama Ventures is a leader in PET production and recycling.- PET is one of the most recycled plastics globally, but challenges remain.- The economics of recycling are complex and influenced by market prices.- Technical limitations exist for using PET in certain products like beer.- The future of PET packaging is promising with innovations on the horizon.- Effective plastic treaties must consider both environmental and social impacts.- Shared responsibility is crucial in addressing waste management issues.- The informal sector plays a significant role in waste collection and recycling.- Balancing rights and responsibilities is essential in sustainability discussions.- Transparency in advocacy and lobbying is vital for effective policy-making.Chapters00:00 Introduction to Indorama Ventures and PET Recycling02:11 Current State of PET Recycling05:52 Challenges in Recycling Economics10:23 Technical Limitations of PET Packaging15:47 The Future of PET in Packaging and Legislation19:31 The Role of Extended Producer Responsibility25:25 Collective Responsibility in Waste Management26:25 The Role of Extended Producer Responsibility (EPR)29:34 Transparency and Accountability in Waste Management30:34 Dignity and Respect in the Informal Sector33:27 Reimagining EPR for Local Contexts36:45 Global Inequality and Waste Management39:59 Externalities and Sustainable Practices46:12 Advocacy and Transparency in Circular Economy