“You cannot get through a single day without having an impact on the world around you. What you do makes a difference, and you have to decide what kind of difference you want to make.” – Jane Goodall

Want to live more sustainably? 

Are you trying to live a more sustainable life but are confused by the conflicting messages and jargon out there? Do you want to reduce your plastic footprint but practically, just don’t know where to start? We’ve been there!

Five years ago, our ground-breaking film “A Plastic Ocean” introduced millions of people for the first time to the environmental threats posed by plastic. Since then social media has become flooded with hundreds of guides and suggestions and in many cases often confusing and scientifically inaccurate advice on abandoning plastic.

Plastic Has a Place

Let’s be clear, we are not an anti-plastic organisation. Plastic was a game-changing invention. In the right context it’s an incredibly valuable, light, cheap, durable and versatile material.  Every day, lives are saved and medical workers protected through the use of Personal Protective Equipment. Plastic infrastructure brings water and irrigation to millions of people in the developing world – the examples are countless.

However, recognising the valuable and positive role plastic can play doesn’t mean that plastic is right for everything else in our lives. All parts of society needs to reduce our excessive reliance on Pointless Plastic, in particular single-use plastics.  We call this becoming Plastic Intelligent. And here’s where we can help.

Becoming Plastic Intelligent 

We at Ocean Generation are founded on scientific knowledge. We’re an Ocean organisation created to helping you make practical choices that also safeguard our planet and turn complex issues into actionable solutions.  We don’t expect you to wade through endless reports and reviews, we’ll do that for you.

Our initial focus is on making Plastic Intelligent choices. Plastic is a prominent Ocean threat that is part of everyone’s day to day life, so it’s something we can all make a difference to immediately. We provide simple answers to the key questions, such as:

  • What specific behaviours lead to plastic ending up in the Ocean?
  • What practical changes can we all make to stop this? 

And we don’t just look at solutions for individual Ocean action. We enable people to be at the heart of systemic change by creating alignment with organisations and governments to eliminating the conditions that drive Ocean plastic pollution. 

Plastic Intelligence is the first step in our wider Ocean Intelligence programme. We are also working on solutions to tackle other Ocean threats, including Climate Change and overfishing. Through various Ocean Intelligence tools, we are developing ways to empower you to shift your behaviour, to make it simple to choose products, services and other ways of living that help you live more sustainably and safeguard our Ocean.

Small Daily Choices

Our Plastic Intel Choices tool can help you make the most plastic intelligent choice that is practically available to you. We understand there are limitations beyond our control. So don’t get disheartened – it is not black or white, we know zero plastic won’t always be an option. We’ll help you identify the different options you have and sense check how much risk of Ocean damage your choice might make.

Every time we choose a more Plastic Intelligent option, we are opting to safeguard the ocean through our actions, as much as we can. We know that we don’t always have the option to choose zero plastic – either because it is not available to us specifically or because plastic is genuinely the best possible material to manufacture this item. 

There's a Tool for That

Stopping plastic polluting our Ocean depends on the choices we make. We’re exploring different products and solutions that are on different levels of Plastic Intelligent choices. In this way we are showcasing what choices we have. Fixing the issue of plastic polluting our Ocean depends on the choices we make. So let’s all commit to choosing the Plastic Intelligent option.

Save this as a screensaver on your phone. And every time you’re confused about which item to choose to make the most plastic intelligent choice you can, answer these simple questions to get a clear steer:

Join the Ocean Generation

The Ocean Generation is coming together to restore a healthy relationship between humanity and the Ocean. Because as the first generation to understand ocean issues, we are also the last generation who can stop them. We are all the Ocean Generation. Join the movement.