a decade of ANALYZING PEER-REVIEWED STUDIES & NEW INNOVATion

1. Our interdisciplinary research revealed anomalies and inconsistencies within the current paradigm of plastic pollution research. This led to the discovery of a new paradigm – a missing piece in the discourse – which challenges the foundation upon which most interventions and innovations are built.  Existing approaches, including sociological studies, media campaigns, and Extended Producer Responsibility (EPR) programs, operate within the confines of the current paradigm and are therefore insufficient for achieving immediate reductions in plastic leakage. This bold assertion, supported by our whitepaper, suggests a paradigm shift is necessary to effectively address the crisis. 
2. Applying this new paradigm, we analyzed past and present public engagement efforts, seeking to understand why this powerful tool remains underutilized in the fight against plastic pollution. Our analysis, informed by marketing research principles, revealed inherent flaws in traditional "anti-littering" campaigns.  These campaigns often suffer from mismatched messaging that fails to resonate with the broader public, resulting in persistence of visible litter. This lack of demonstrable impact has inadvertently created the illusion that public engagement is ineffective, when in fact, it is the design of the anti-littering media that is flawed. 

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1. Meta-Analysis: We conducted an in-depth interdisciplinary examination of literature addressing plastic influences on Earth systems and public engagement efforts to mitigate it. Interdisciplinary led to unique insights to the complex innerworkings within the plastic pollution community and a new paradigm to understand causes of plastic leakage, why stakeholders cannot slow it, and new interventions. 
2. Research was Extensive: The research considered most countries, their socio-economic status, population size, governmental structure, culture, literacy rate, the state of their waste systems, and topography. We then considered peer-reviewed studies on the global perspective of plastic pollution, sources, harms, weathering of macro plastic into nanoparticles, coastal and riverine emissions estimates, and impacts to terrestrial ecosystems, continental watersheds, and the atmosphere. Lastly, we considered global policy, infrastructure, and public engagement efforts to offset producer activities to meet consumer demand with expansion, marketing, and advertising.  We also stay informed about new innovations to fill knowledge gaps. And, we considered the pathway of plastic–from manufacturing to plastic pollution–in the context of human communications and behaviors. 
3. Knowledge Gaps & Inefficiencies Identified:  We discovered knowledge gaps and inefficiencies that led to advanced understanding to close the circularity loop. 

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