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?

As more people grow aware of the fact that 12.7 million tons worth of plastic is thrown into the oceans each year, many are trying to limit their personal waste. And while it can be hard to know where to start, the grocery aisle is first port of call for those looking to do their bit. British supermarket chain Iceland has pledged to cut down on plastic in its food packaging, Dutch chain Ekoplaza has an entirely biodegradable branch, and specialist stores Charlotte’s Cupboard and Clean Kilo are packaging-free, selling refills of items such as rice, dried fruit, chocolate, and coffee by the gram.

Cruelty-free brand Lush has opened its first 'naked' shop in Milan, selling products free of packaging to reduce plastic pollution. As governments and organisations make people aware of the negative impact of single-use plastics, brands can provide alternatives to help consumers shape their habits.

Rome is trialling plastic bottle vending machines at its train stations, giving Romans travel credit in exchange for used bottles. The scheme comes at a time when waste pollution in the city has reached a crescendo, affecting the city streets and its residents and triggering calls for sustainability initiatives.