Last summer Adidas released a good-looking trainer (0) WITH uppers made using plastic recovered from the ocean. We can 1 on creating and consuming plastic as we are now. We can hope that trainer innovation will do the 2 lifting. But then, by 2050, there will be 3 pieces of plastic in the ocean than fish. It seems overwhelming. Almost every piece of plastic 4 produced remains out there. Unless it was burned, it 5 exists. But the New Plastics Economy, an initiative launched by the Ellen MacArthur Foundation is very exciting, offering a vision of a global economy where plastics 6 become waste, and how we achieve that goal step by step. Admittedly it was endorsed by 40 major brands, some of 7 have made fortunes exploiting single-use plastic packaging. But it’s smart, it’s bold and it gives us a plan to disrupt our pattern of use, redesign plastic as a material and 8 a grip. Unilever has already announced that by 2025, all of its plastic packaging will be fully reusable, recyclable or compostable.