Supporting a plastic free future

Impacts and outcomes

The evaluation framework developed through this grant sought to understand outcomes and impacts through a variety of mechanisms. One element of this framework involves measuring behavioural change of participants in the campaign, by taking pre and post campaign surveys about their choices and behaviours. As a supplement to this, the evaluation also looks at trends in the general population.

• In July 2021, an estimated 140 million people took part in Plastic Free July, up from 120 million in 2018.
• Participants have adopted on average 11.7 of 17 common plastic avoidance behaviours.
• Comparing this trend to the general population, this represents an additional 2.2 behaviours on average.
• The information gathered also demonstrates that the global trend for plastic avoidance is strong with 91% of the population supporting policies and action to reduce plastic waste.

Aside from the direct benefits in reducing plastic pollution, the campaign organisers are also discovering that participation has led to other outcomes such as a positive sense of well-being, which was maintained even during the COVID-19 pandemic, contrast to sharp declines in the control group of the study.

Through the work with local governments and the corporate sector, this work has also been effective in promoting change at an institutional level. For example, one organisation realised that the purchase of pens came packaged in plastic and as they couldn’t secure a workable solution with the supplier, they opted to change. These types of decisions, at the corporate level, can send strong market signals to suppliers and producers to rethink the use of plastic in their products.

What worked

Ongoing research allows activities to be targeted in areas of greatest need

The continual evaluation that PPF undertakes allows it to research consumer behaviour towards plastics and shows certain types of behavioural change have been widely accepted and adopted by the general populace, such as taking reusable shopping bags and using containers to store food in the fridge. The organisation therefore wants to focus on areas where behaviours are becoming normalised, but there is still a large potential to grow their practice, such as avoiding bottled water and soft drinks, pre-packed produce and plastic food wrap as well as refusing straws. It has also identified practices such as sourcing bulk detergents, shopping in bulk food stores and avoiding plastic bin liners as next steps, given the current low levels of practice among the population.

Taking time to establish a clear vision

Towards the beginning of PFF’s journey, there was dedicated time spent on clarity of vision, mission and the steps needed to get there. Having this clear vision has meant that the organisation has a framework to assess how it is tracking towards its goals and provides guiding principles used to assist in all decision-making.

Key challenges

Reduced participation and impact in plastic avoidance behaviour

Participation in Plastic Free July grew exponentially between 2011 and 2018, before plateauing to around 5 per cent per annum in 2021. Possible causes of this decrease include the COVID-19 pandemic which saw a dramatic increase in the use of single use plastic and competition in the media space. However, the organisation is also interested in examining the structures it has in place to guide participants in their subsequent years of engagement. 

Building more collaboration

One of the goals of PFF as it continues to develop and grow the campaign is to explore how it can develop broader collaboration with other institutions and organisations. This fits into part of the strategic review PFF is undertaking after ten years of the campaign. The organisation is looking to understand how they can grow to impact, collaborate with, and support groups around the world and make a difference on this growing issue.

REFERENCES

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2. Bucci, K., M. Tulio, and C. Rochman, What is known and unknown about the effects of plastic pollution: A meta‐analysis and systematic review. Ecological Applications, 2020. 30(2): p. e02044.
   
   
3. Liboiron, M., Redefining pollution and action: The matter of plastics. Journal of material culture, 2016. 21(1): p. 87-110.
   
   
4. Department of Agriculture, W.a.t.E., Recycling Market Situation: Summary Review. 2020, Department of Agriculture, Water and the Environment: Canberra.