Sustainability is a way of living to meet human needs whilst also maintaining a healthy environment. In 2020, we began a series of studies looking into loyalty and what drives brand love among consumers. A major point we wanted to consider was the importance of sustainability in brand loyalty.

Nowhere will trust be more important than in the battle brands face to convince consumers they are committed to reducing plastic waste. In itself, this could be crucial to the future of many businesses, particularly food, drink and packaged goods providers.

Plastic-free living is rising up the agenda as the human race gets to grips with the threat of the climate crisis. But who’s really leading the charge for change - consumers or business?

It all begins with an idea. The solution to going plastic free is Rubik’s Cube-like in its complexity. This is in no small part dictated by a firmly entrenched UK supply chain. The industry is a dominant player worldwide in the three core elements that make up the plastics sector: material and additive manufacture, material processing and machinery manufacture.