Microplastics Are Shaping What We Buy

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Microplastic pollution has been around since plastics became widespread in the 1950s, but our awareness of its pervasiveness has grown significantly in the past decade. While we still don’t know the full impact of microplastics on our bodies, consumers are increasingly concerned. A recent poll found that 66% are very concerned and 20% are moderately concerned about microplastics.

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In response, businesses are tapping into this consumer concern. For example, cookware startup Caraway launched a multi-channel “Quit Microplastics” campaign in March, focusing on the materials in products that come into contact with food. Since then, orders for featured items have increased 107% year-over-year. Prepware, such as cutting boards and utensils, saw a 125% revenue boost and is now one of the top five drivers of new and repeat purchases.

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Other brands are working to rebuild trust. After a report revealed that a single black tea with tapioca pearls from Boba Guys contained more BPA (a chemical compound used in the manufacturing of various plastics and resins) than the safe annual limit, the company traced the contamination to receipt paper and brown sugar, both of which have since been replaced with BPA-free alternatives.

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In an era of microplastic anxiety, transparency has become the new “secret ingredient.”