We know that just optimizing the current linear system is good in itself, but it’s simply moving out the end date for when our finite resources are going to deplete. Recycling, food waste prevention, and composting programs can be good but they actually don’t totally shift the underlying fundamental linear aspect of the system upstream.

Many of these really exciting and innovative ideas come back to this crux of the consumer expectation around packaging. Once we can look at it and think about it as much as a living part of that product as the product itself, then we can start to have different expectations.