Even though people increasingly recognise the plastic pollution threat, we have used more plastic since the covid-19 pandemic began .

Twenty five years ago, the German chemist Michael Braungart developed a new approach to recycling, now called "Cradle to Cradle" or "C2C" after the book, Cradle to Cradle: Remaking the Way We Make Things, which he and the American architect William McDonough published in 2002.

How can policymakers change the way people think? This is what the InContext project, funded by the EU, hopes to answer. Leading European research institutions in the fields of transition, behaviour and sustainable development are trying to create a manual for change.