Every year, the Plastic Free July campaign asks us to refuse single-use plastic. The idea is that making a small change in our daily lives will collectively make a big difference. And hopefully, better behavior will stick and become a habit. The intent is good, but consumers shouldn't have to bear full responsibility for plastic pollution. Individual sacrifices—particularly temporary ones—won't make a significant difference. Governments, manufacturers and retailers need to get serious about tackling this problem. If Plastic Free July put pressure on the supply side of the equation, rather than demand, it could be more successful. Our research spans food packaging including plastics, waste, sustainable consumption and social practices. We know consumer demand is only one part of the picture. Eliminating plastic waste requires broader systemic changes. ....