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Faced with an ever-mounting plastic pollution problem—there are now 21,000 pieces of plastic in the ocean for every person—a plastic that turns into dirt might sound like the answer we’ve all been waiting for. But like most sustainability issues, it’s complicated.
Despite broader public awareness of plastic’s impact on human health and the environment, the global economy is producing more single-use plastic than ever, according to a 2023 report from nonprofit Minderoo Foundation. And if there’s one thing that experts can agree on, it’s that plastic pollution is a problem that requires many solutions.
Commercially compostable bioplastic is one piece of the puzzle touted by brands like disposable home goods company Repurpose, disposable cocktail cup maker Tossware and food service packaging company Eco-Products. And while they offer a convenient, attractive alternative to petroleum-based plastic, only 11% of Americans have access to the kind of composting facilities necessary to handle those products—meaning that most end up in landfill. Some environmental groups argue that biobased plastic in landfill and the environment is no better than traditional plastic.
As regulations around environmental claims begin to tighten, clear messaging is critical to avoid consumer confusion—and potential legal consequences.
“There’s this giant gap between what’s theoretically possible and what can actually be recycled at this moment,” said Jeffrey Greenbaum, managing partner at Frankfurt Kurnit Klein & Selz PC and global chairman of the Global Advertising Lawyers Alliance. “We want, as a society, companies to be developing products that are biodegradable and recyclable and compostable and have all these environmental benefits. The problem is that we don’t have an infrastructure in place that can necessarily accomplish all of the things.”
The sustainability of disposability
The idea behind Repurpose was born on a movie set more than a decade ago. Lauren Gropper, who holds a master’s degree in sustainable design and architecture, was building eco-friendly TV and film sets in Los Angeles.
“We would build these very green sets and then eat our salads out of a plastic bowl with a plastic fork, plastic water bottle,” said Gropper, founder and CEO of Repurpose. “To me, it made no sense at all that we’re using petroleum—which is a finite resource—digging it out of the ground to make a product that is actually designed to throw away, but with a material that is meant to last forever. And it’s toxic.”