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Think “outside of the box.” Traditional marketing research is based on rational patterns and often throws creativity to the wayside. Applying this to conservation issues, we at 1:1 think alternative methods, or alternative thinking, can alleviate the overwhelming factors contributing to environmental degradation.

As you all might know, we are currently working on a simple principle to reduce plastic waste through our Last Straw campaign. On average, one American uses about two straws a day (ok, 1.6 straws on average to be exact). Also on average, we only use them for 20 minutes before they end up in the trash. We’ll spare you the production-process details, but straws are made from polypropylene and cannot be recycled or decomposed. These single-use plastic straws will make their way to the landfill or waterways until it photodegrades, breaking down into smaller, non-biodegradable, plastic pieces.

You may have heard a rendition of “one man’s trash is another’s treasure.” Well, Akinori Ito agrees. He thinks it is a WASTE to WASTE this WASTE! Are you still following? He invented a manner in which plastic can be turned back into its original state, which is either oil or gas depending on the type of plastic. Such a simple and clear idea, but how? Well, Japanese technology made it possible.

With his invention, CO2 which comes from plastic could be reduced by 80%. The poisoning molecules from plastic that normally remain 200+ years and currently kills over 100,000 animals per year would be reduced to zero. Amazing, right?

Why doesn’t every household have one of his machines? Well, unfortunately, as the technology is so cutting edge, it will cost you. One machine costs about $9,500. We’re keeping an eye out as innovative technology hits the market- encouraging those who can afford to invest in more sustainable solutions as well as brainstorming ways these techniques can be available to the rest. For now, watch this video and remember the first of the three R’s is to reduce.