What if the solution to our plastics crisis isn't just about individual behavior change but building entirely new marketplaces that make plastic-free living accessible and transparent? On this episode of Earth911's Sustainability In Your Ear, discover the grassroots approach with Simona Paganetto, founder of Implasticfree.com, who has transformed her search for plastic alternatives into a curated directory of nearly 150 vetted brands committed to ditching plastic packaging and single-use products. What began as Simona's journey toward plastic-free living has evolved into a store that bridges the gap between conscious consumers and genuinely sustainable brands. Her rigorous vetting processes and careful curation has made Implasticfree.com a trusted resource for shoppers navigating the confusing landscape of sustainability claims and greenwashing.

Simona's approach differs from typical environmental activism—she's learning digital marketing while building her mission-driven venture, creating a refreshingly authentic take on environmental entrepreneurship that prioritizes transparency and continuous learning over having all the answers. We also explore the psychological barriers people face when trying to go plastic-free, from the perception that sustainable products are always more expensive to the overwhelming nature of changing deeply ingrained habits. You can explore curated plastic-free alternatives at implasticfree.com.

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