Only 2% of Sustainability Programs Succeed - What Do They Have In Common?

Welcome to Suits & Tides, the sustainability newsletter with more knowledge than microplastics in the ocean! In this episode, we’ll look at the rare 2%, programs that succeed not by chance, but because they combine strong rules, ease of adoption, and smart nudges that actually change behavior.

We hear new solutions from companies, governments, and organisations every year and yet, the crisis continues. It’s disheartening, but not surprising. Bain & Company surveyed over 300 companies and they discovered that only 2% of sustainability programs actually succeed.

But that 2% gives us hope. They prove that with the right conditions, real change is possible. Policy reforms like EPR and DRS, tech innovations like Periscope, industrial shifts to bioplastics, and behavioral nudges like plastic bans have all scaled impact.

So what makes certain sustainability programs work, when so many others fail? Let’s break it down.

Targeted Policy Reform 

• Extended Producer Responsibility (EPR)

Let’s start with something many of us know: Extended Producer Responsibility (EPR). This policy forces companies to pay for the waste their products generate. Now, it’s becoming one of the most widely adopted approaches worldwide. In Canada and Belgium, where EPR is legally enforced, they collect  60-80% of packaging. In contrast, places in the U.S. without EPR enforcement, the collection barely reached 50%.

The secret sauce is not just the policy. It’s the enforcement. In British Columbia, non-compliance can cost you CAD $200,000. In Hungary, starting 2025, misreporting fees can cost 50% more than what was originally owed. People always pay attention if you make it painful to ignore. 

• Deposit Return System (DRS)

The idea is actually simple. You pay a deposit when you buy a drink and you get it back when you return the bottle. Germany's Pfand system does this brilliantly, where they can hit return rates of 97–99%. Under this scheme, one-way beverage packaging with a filling volume of 0.1 to 3 litres requires a deposit of at least €0.25. Thus, most bottles in German need a deposit. It works because people like getting their money back, especially when it’s as easy as dropping off a bottle and collecting €0.25.

In countries where DRS is still voluntary, return rates are way lower. We can see that people will respond to rules and rewards. DRS systems that are legally enforced and give clear economic offers both.

READ MORE: The UK’s Deposit Return Scheme: Is it Still Fit for Purpose?

Industrial & Tech Shifts 

• Bioplastic

People love convenience, and the easier we make something, the more likely it sticks. Bioplastics aren’t perfect, but they’re a step in the right direction - often plant-based, with lower carbon emissions and better energy efficiency than fossil plastics.

Consumers are responding too:

• 80% of European consumers want minimal-impact packaging.

• 70% prefer bioplastics if price and performance match.

• 50% are even willing to pay more.

That’s why brands are racing to adopt bioplastics as part of their sustainability marketing - bioplastics are increasingly being perceived as better than traditional polymers in both market perception and environmental impact.

But there’s a bit of a caveat. Without proper end-of-life systems, bioplastics can behave just like traditional plastics. Most require industrial composting at 50–70°C (122–158°F) - temperatures home composting can’t achieve. Without access to these facilities, bioplastics may still persist in the environment, undermining their benefits.

So, while bioplastics are an important advancement, they only work if paired with circular systems that ensure proper collection, composting, or recycling.

READ MORE: Charting New Paths: Evolving Trends in Sustainable Packaging

• Traceability & Transparency

Impact traceability is no longer a ‘good-to-have’. It’s absolutely essential. Tools like QR codes, barcodes, and blockchain platforms are used to track plastic from production to recycling. Not just for fun and efficiency, but also to gain trust. With these tools, brands can prove their impact claims, regulators need it to monitor compliance, and consumers get transparency.

In the UK, Marks & Spencer recently partnered with recycling-tech firm Polytag, embedding nearly invisible tags on plastic packaging that recycling centers can read. The system also helps brands document actual recycling behavior and potentially reduce EPR fees, making the process more efficient and cheaper.

At Seven Clean Seas, we recover & treat millions of kilograms of plastic waste every year. But, you don’t really need to take our word for it. Not only do we invest heavily into governance, certification and auditing measures - we even ended up building our own impact transparency platform: Periscope. 

Periscope is a digital platform that shows our partners exactly how their plastic credits-driven funding is being used. We built it because we got tired of “trust us” stories. Now we show our impact–real time, transparent, and backed by 110+ data points collected with every single cleanup activity across our projects in Indonesia, Thailand, etc.  

Consumer Behavioral Nudges 

Plastic bag bans are proof that small changes can shift behavior at scale. Since Bangladesh first banned them in 2002, over 90 countries followed it. This allows either the ban to use plastic bags or charge a fee at the checkout process. And this small change works.

We as consumers like things easy. We tend to avoid paying more. We stick to habits until something makes us stop. In Ireland, a €0.15 charge led to a 90% drop in plastic bag usage. Kenya eliminated 80% of bags nationwide. A global review showed 66–90% declines after bans or levies.

We always believe that the bottom line of all waste problems lies human behaviour. We are on the edge of giving up and thinking maybe people won’t just change. Turns out, we can change how we act toward waste. Sometimes, all we need is just a nudge and a little disincentive.

What All Plastic Wins Have in Common

When you look closely at the sustainability programs or plastic reduction efforts that actually work, whether it’s EPR policies, deposit return systems, bioplastic adoption, or plastic bag bans, you start to see the same underlying patterns: 

i) Strong, enforceable rules - Turning promises into action

Voluntary commitments almost always fall short. The projects that succeed have binding regulations with real consequences for non-compliance. When companies know that ignoring the rules will cost them, whether through fines, lost incentives, or public accountability, they pay attention. Strong enforcement transforms sustainability from a “nice to have” into a “must do.”

ii) Operational ease - Making the right choice the easy choice

Even the best policies or technologies fail if they’re too complicated or expensive to adopt. Successful plastic solutions are designed to be simple, convenient, and cost-effective. Whether it’s dropping off a bottle for a deposit refund or switching to a bioplastic with no performance trade-off, people and businesses embrace what saves them time, money, or effort.

iii) Human-centered design - Working with behavior, not against it

Waste systems only work when they work for people. The most impactful solutions don’t fight against ingrained habits; they meet people where they are. They use smart nudges, small disincentives, or rewards to naturally shift behavior - without expecting society to completely overhaul its daily routines overnight.

At Seven Clean Seas, we’re learning from these wins. We’re building platforms like Periscope, collecting, intercepting plastic before it reaches the ocean - treating it and repurposing into usable materials like coasters, bricks, rooftiles, tables, chairs - you name it. 

We’re doing our best to make change that actually lasts.

Want to be part of something meaningful with us?

Ask us at hello@sevencleanseas.com

Or support our impact directly at https://www.sevencleanseas.com/shop

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