Good For a Chat with Rebecca Prince-Ruiz
We had a great chat this month with the founder of Plastic Free July and Executive Director of the Plastic Free Foundation, Rebecca Prince-Ruiz. It made us wonder about our 'throwaway culture' and question what it means to take individual action.
Her journey and 'awakening'
Reflecting on her childhood, Rebecca talks about how her family "tried to do the right thing for people and for place" but she didn't really consider herself to be particularly environmentally conscious at the time. For her, having to leave her childhood farm because of clearing bans in the catchment "planted a seed of what we do, and the choices that we make has an impact on the environment"; describing that moment as her first 'awakening'.
How she ended up "in this extraordinary and strangely addictive world of waste"
We all have our ‘AHA’ moments, those small instances where it all makes sense. Rebecca describes how her experiences working with a regional council that managed waste and in particular, visiting a recycling facility, was where she found her ‘AHA’ moment. Talking to the people working in recycling facilities, hearing their challenges, and "opening bins, seeing where it goes" fascinated her and led her onto this journey within waste management.
Thinking about recycling and waste, Rebecca discussed how the approach towards recycling and waste needs to change from a clean-up and environmental perspective, and move towards a perspective where our challenges are seen for what they really are - a resource and waste problem. For Rebecca, the conversation needs to step away from just looking at single-use plastics, or from "trading problems for more problems", and instead look at plastics as a symbol of our throwaway society.
The development of Plastic Free July
With this mindset, Rebecca took us through the development of Plastic Free July. She describes feeling overwhelmed as she saw the enormity of her own recycling, understood the volume and complexity of recycling processes, and the challenges associated with it, including the realisation that recycling was often a commodity market. The emotions that came from these experiences led to her impulsive, personal decision to simply try avoiding single-use plastic for a month. And this month just happened to be July! Sharing her idea with some colleagues who instantly hopped on board, Plastic Free July was launched.
From grassroots action to a global movement
She reflects on the successes of it, saying part of the value of Plastic Free July, and why it gained momentum, was that they had the idea at a time where discussions weren't looking at waste, but more at just single-use plastics - a time when solutions were hard to find. When people tend to feel helpless and distressed by the problem, Plastic Free July offers a solutions-focused response which was key for its success. For Rebecca, the key difference that helped it build momentum was that they weren't trying to start a global movement. Plastic Free July was very much focused on changing individual lifestyles and just finding communities and 'hoods to support each other along the way.
Despite the incredible global reach of Plastic Free July, Rebecca described feeling like "if it didn't change what happened in people's bins, then I didn’t want to keep doing it". For her, she wanted to make a difference and most importantly, didn't just want to talk in a bubble to the already 'converted'. From here, she worked to get a behaviour change lens into their messaging in order to speak to the general and mainstream public.
Journey of Plastic Free July during the pandemic
While it can be challenging amidst the pandemic, Rebecca explains how Plastic Free July and the good we do in our homes can be an antidote to the fear and anxiety that comes from the distress of the pandemic. Focusing on what you can do, rather than what you can't, is important as it brings joy, positivity and hope.
Concluding with some burning questions from our Good Doers, we looked at recycled plastic products as part of both the solution and the problem, advice for people undertaking their first Plastic Free July, the key to engaging others and starting conversations by keeping it positive, and everything in between.
Good For a Chat with Rebecca Prince-Ruiz delved into the origins of Plastic Free July and was a real insight into waste, influential messaging and behaviour change on an individual, local and global level. Good For a Chat continues each month with a new thought leader. Stay tuned for more inspiring and enlightening talks with people doing good in their ‘hoods!
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