London’s mayor Sadiq Khan has announced plans for a network of water fountains in the capital to give people access to free drinking water. It could be the kind of refreshing solution to tackling our obsession with plastic, as most Britons would swap bottled water for free tap water if it was available.

Plastic is getting a lot of airtime right now: suddenly, what was once an invisible problem is at the front of people’s minds. Consumers are primed for change, so how can brands take the first by creating alternatives, educating customers and helping them form new habits?

From pre-peeled avocados wrapped in plastic to cellophane-covered bananas, plastic packaging is often unnecessary. And as Brits become more eco-conscious, they're looking to supermarkets to minimise waste – 91% support plastic packaging-free aisles.

Can this packet be recycled? What about this bottle? Can the lid go in there too? People may have good intentions, but understanding which bin to put plastics in is often confusing. The Co-op has pledged to make it easier to recycle its packaging via simple changes, like clearer labelling.