As we reach the end of another Plastic Free July, a global movement encouraging millions to reduce plastic usage, we wanted to share some important findings from Impact’s Great Green Sustainability Study. The study itself has been running for five years, and sheds light on public attitudes towards plastic waste. According to our latest findings, 2 in 5 people consider eliminating plastic waste one of the most pressing global environmental issues, second only to tackling climate change.

Our research also highlights a strong public consensus against plastic packaging, with two-thirds of respondents believing it should be banned. Moreover, 35% of individuals actively avoid purchasing single-use plastic products, demonstrating a growing commitment to sustainable living.

In this landscape, brands play a crucial role in shaping consumer behaviour. Our study identifies Smol as a leader in reducing plastic waste, with 61% of shoppers recognising its efforts. This is significantly higher than the second-place brand, Ecover, for which 36% of people perceived it to be reducing plastic waste. Smol’s innovative approach to sustainable packaging and product design has clearly resonated with environmentally-conscious consumers.

Plastic Free July serves as a pivotal moment for individuals and companies to reflect on their plastic usage and adopt more sustainable practices. The findings of our Great Green Sustainability Study underscore the urgency of this issue and the public’s desire for meaningful action. As more people join the movement, the collective effort can drive significant change, paving the way for a greener, plastic-free future

Interested in learning more about the Great Green Sustainability Study? Contact Tom Gould at tom.gould@impactmr.com.