No Plastic In Nature
Useful but problematic
Yet as useful as plastic is, our throwaway culture, coupled with ineffective waste management, and the fact that it is currently made from fossil fuels, mean it is causing significant environmental harm.
Plastic pollution is a global crisis – killing marine life, contaminating the food we eat, the air we breathe and the water we drink, and suffocating our rivers and oceans.

© Justin Hofman
No Plastic In Nature
Plastic doesn’t belong in nature, and if we do nothing, by 2050, there may be more plastic in our oceans than fish. But it doesn’t have to be this way.
At WWF, our vision is No Plastic in Nature by 2030.
“Realising our vision of no plastic in nature will take nothing short of a revolution. Addressing the plastic problem in our oceans and rivers is everyone’s responsibility. Governments, business and consumers all have a role to play.”
Cristianne Close
Markets Practice Leader
@WWFLeadMarkets
A circular economy for plastics
We need a new ‘circular economy’ for plastics - one that stops plastic from becoming waste in the first place.
This means shifting to sustainable, non-fossil fuel sources for plastic, reducing our use of unnecessary and problematic plastics, and investing in recycling to manage those plastics that we can’t do without.
We have an opportunity to innovate and rethink how we can design and use plastic, producing the things we need without creating waste and pollution.
New Plastics Economy
Our partner, Ellen MacArthur Foundation, have developed a blueprint for change - the New Plastics Economy.
By uniting businesses, governments and other actors behind one common vision, this global initiative aims to rethink and redesign the future of plastics and build a plastics system that works

© WWF
ReSource: Plastic
That’s why we’ve launched ReSource: Plastic, an initiative designed to help companies move from aspiration to meaningful action, and scale lasting systemic change.
ReSource helps companies reduce unnecessary plastic use and plastic waste, find solutions through collaboration with peers, investors and governments, and influence how plastic is used, collected and processed globally.
Our report, No Plastic in Nature: A Practical Guide for Business Engagement, offers practical guidance for companies looking to drive systemic change through strategic collaboration, design and innovation.
And companies can help us all make better choices.
A revolution within our grasp
Our PlasticSmart Cities programme is working with cities around the world for cleaner rivers and oceans.
And we’re calling on governments to develop a global agreement on plastic pollution to stop plastic waste from entering our oceans.
Stop Polluting Our Oceans
We’re calling on governments to introduce a global legally-binding UN agreement to stop plastics polluting our oceans.
You can help by signing our petition.