Taking responsibility as a consumer and striving to live zero-waste or plastic free lives are noble gestures that we, as the the consumer, can make. But I’m skeptical that the consumer will ever regain the momentum we had in this movement before the COVID-19 pandemic. I for one will never buy from the bulk food section ever again, as an example. So, my reusable bulk food bags are ready for donation. Without legal reform at the federal level to change our supply chain, or an innovation that makes plastic-free alternatives cheaper than plastic, the long fault battle consumers are facing won’t yield the quick results we need. We need the Impossible Burger of plastic to change the industry, just like innovation in the plant-based food industry is giving momentum to the animal rights movement.