Making Plastic More Than Disposable: The Next Great Brand Challenge?

By Marc Stoiber

- Published on July 8, 2011 by FastCompany

Plastic is one of the great inventions of the 20th Century. But is it a half-formed innovation? We need to push the innovation of plastic further, and throw the current brand of plastic in the recycling bin.

“We live in a platform world,” an enthusiastic Jason Foster, of Replenish, told me at the recent Sustainable Brands Conference in Monterey. “Bulk, weight and mass are the new parameters for innovation.”

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