For many years, the plastic disaster has at all times felt far-off, whether or not by means of time or throughout distance. However sadly, we’re not speaking about environmental air pollution “on the market” within the ocean. Microplastics, tiny fragments that come from the breakdown of on a regular basis plastic gadgets, at the moment are inside all of us, turning this from a theoretical danger right into a surprising—and deeply private (bodily) —actuality.
Regardless of this truth, most Individuals stay unaware of simply how prevalent microplastics are in our lives. New nationwide analysis that we performed with our companions at The 5 Gyres Institute paints a troubling image: whereas 77% of Individuals say they’ve heard the time period “microplastics,” solely 49% really perceive what it means. Even about half of individuals—51%—understand it’s usually a results of bigger plastic breaking down.
The information hole
That information hole is greater than a tutorial concern. It’s a public well being disaster, particularly when you think about that, after the time period is outlined for survey respondents, 90% of Individuals state that they’re fearful about microplastics within the human physique—they usually’re proper to be. Science confirms that these particles have been present in breast milk, placental tissue, lungs, brains, blood, and extra. And research are more and more linking microplastics to critical well being impacts, together with most cancers, coronary heart illness, hormone disruption, and infertility.
However even whenever you shut that information hole, individuals who care usually really feel caught. Our analysis exhibits that 70% of Individuals don’t know easy methods to scale back their publicity to microplastics and 67% can’t identify a single firm actively engaged on the issue (we’re hoping to alter that!). That sense of powerlessness is as harmful because the plastic itself, as a result of individuals need higher. They only don’t know the place to show.
At Grove, we’ve seen firsthand that Individuals are trying to find solutions they usually’re trying to us: to firms, manufacturers, and private-sector leaders. They need more healthy houses, safer merchandise, and extra sustainable decisions. They need firms to guide—not with imprecise guarantees, however with daring, measurable motion.
That is our collective second.
An answer
Shoppers didn’t create the plastic disaster. We, the non-public sector, did. For many years, our industries have pushed plastic adoption in product design, packaging, and sourcing. And we had been lied to and manipulated by the petrochemical and plastics trade that formed this technique. Now, we, the non-public sector in 2025, should dismantle it.
Which means going past plastic. It means rejecting outdated programs that depend on single-use packaging, microbeads, and petrochemical-based supplies. It means investing in compostable and refillable codecs, shifting provide chains, being clear about components and sourcing, and leaning into the round economic system. It means studying and being conscious of the impression plastics are having in our our bodies and environments. It means supporting laws, just like the newly launched bipartisan Microplastics Security Act, which calls on the FDA and HHS to research and report on the well being impacts of microplastics.
Most significantly, it means refusing to dump accountability onto shoppers and admitting that recycling, lengthy touted as an answer, merely isn’t sufficient. Solely 5% of plastic is recycled and the remainder leads to landfills, incinerators, or breaks down into microplastic particles that pollute our air, meals, water, and (if not abundantly clear by now) our our bodies.
At Grove, we stay unwavering in our dedication to eradicate plastic from the merchandise we make and promote—and to empower others to do the identical. However we are able to’t do it alone.
The price of inaction
Shoppers are demanding accountability. Our analysis exhibits that 79% of Individuals imagine microplastics signify a human and environmental emergency; 82% imagine firms ought to be doing extra. However solely half (54%) imagine that companies are literally stepping up. That hole is the place belief and long-term relevance will probably be received or misplaced.
The price of inaction is rising. Not simply when it comes to public well being, however in belief, shopper confidence, and regulatory danger. There’ll come a time quickly when inaction on microplastics will probably be seen for what it’s: negligent at finest, and reckless at worst.
Corporations that proceed to delay motion on plastic air pollution aren’t simply making a enterprise choice. They’re making a call that instantly impacts human well being. Manufacturers that cling to plastic-heavy fashions are successfully selecting income over individuals, they usually’ll should reside with the results.
However manufacturers that select to guide? They’ll be rewarded with shopper loyalty, resilience, and relevance in a world that’s quickly waking as much as this disaster. The science is evident. The general public is paying consideration. The long run won’t be plastic. And the time for motion is now.
Jeff Yurcisin is CEO of Grove Collaborative.
