and plastic in particular. it is very, very hard to lose that. but i don t think we have to. i do not see this as a shopper problem, plastic itself, to be honest, is not a pollution problem it s an industry and design problem. we are misusing this incredible toxic indestructible material. we need to go and quickly start to use new materials. sometimes going back to the old ones, as you see, using paper, metal, glass, these materials have very good recycling infrastructure is already embedded in those countries. plastic does not. right now we are recycling less than 10% of our plastic in the uk. the rest of our plastic in the uk. the rest of it is incinerated. it is dumped or it is exported. when you go shopping in the supermarket, a lot of that you re going to see in the future will be about refill. sometimes it is not about changing one material for another, sometimes it is not about changing one materialfor another, sometimes one material for another, sometimes it one materialfor ano