What if the word "audit" is the problem?After 25+ years in supply chain due diligence, social auditor Ajay Datt has worked with some of the world's biggest fashion brands: Gap Inc., Tommy Hilfiger, Fruit of the Loom.

And he's learned one thing: the moment you call it an audit, you've already lost the room.In this episode, Ajay Datt breaks down why the shift from "social audit" to gap assessment isn't just semantics, it's the difference between fear and trust, fault-finding and fixing, compliance theater and real change.You'll learn:The 5-step gap assessment process — from pre-audit prep to closing meetingHow to conduct worker interviews that make people feel safe enough to tell the truthThe 5 core management functions every supplier should be evaluated onWhy the closing meeting is where real partnerships are made or brokenWhat brands, auditors, and sourcing partners each owe to the workers at the end of the supply chainWhether you're new to social standards or looking to sharpen your supplier due diligence process, this episode gives you a practical, human-centered framework you can apply immediately.Protecting workers isn't a checklist. It's an ongoing process.

Sustainability vs. Quality: A Masterclass in CPG Strategy with Mike FataIn this episode, we sit down with legendary health food entrepreneur Mike Fata to explore the evolving landscape of sustainability, wellness, and consumer packaged goods (CPG) in 2026.With nearly three decades of experience pioneering the organic space, Mike shares his unique insights on why a "great product" must always precede a "green initiative" for a brand to truly survive.We dive deep into the sustainability paradox: how do modern brands balance authentic environmental stewardship with high product standards and the ever-present threat of greenwashing? Mike breaks down his investment thesis and the critical importance of "founder-product fit" over simply chasing market trends.Key Takeaways from This Episode:Product First, Planet Second: Why taste and quality are the ultimate non-negotiables in the food industry.The 2026 Sustainability Shift: Moving from "nice-to-have" early adopter features to "need-to-have" mainstream requirements.Navigating the Greenwashing Trap: How transparency and honest storytelling are the best defenses against being "cancelled".The Innovation Blueprint: Strategies for cleaning up food labels, changing form factors (like the success of gummies), and innovating for the modern consumer.Founder-Product Fit: Why the most successful brands are an authentic expression of their founder’s personal journey and values.Personal Growth as Business Growth: How focusing on fundamentals like sleep, nutrition, and mindfulness allows you to show up as your best self for your business.Whether you are an aspiring entrepreneur, a CPG veteran, or a conscious consumer, this episode offers a masterclass in building a brand that is both successful and socially responsible.Don't forget to subscribe to our channel for more episodes on the future of sustainable business.

The Packaging and Packaging Waste Regulation (PPWR) is a groundbreaking, first-of-its-kind regulation in the European Union that is set to fundamentally change the packaging industry globally.

In this episode, we sit down with industry expert Neirin Jones to discuss how this law impacts brands, producers, and retailers both inside and outside the EU.

What You’ll Learn:

The Shift from Directive to Regulation: Unlike previous directives that allowed for individual interpretation by member states, the PPWR is a harmonized law that applies uniformly across the entire EU.

Beyond EPR: While Extended Producer Responsibility (EPR) focuses on downstream waste management, the PPWR targets the upstream value chain, including product design, recyclability, and the use of minimum recycled content.

New Compliance Standards: Learn why businesses can no longer "pay their way out" of compliance and must instead focus on removing "forever chemicals" (PFAS) and ensuring packaging is recyclable at scale.

Critical Deadlines: Understand the transition period ending on August 12, 2026, by which time companies must be fully compliant with new standards or risk severe penalties and sales bans.

Global Supply Chain Impact: How international manufacturers and recyclers—from China to India—must adapt to meet strict EU supply chain due diligence and recycled content targets.

Actionable Next Steps: Expert Neirin's advice on conducting a product portfolio stock-take, finding the right data management partners, and utilizing AI to navigate complex regulatory requirements.

Whether you are a B2C brand owner, a manufacturer, or an international distributor, this episode provides the essential roadmap for navigating the new era of circular economy regulations in Europe.

Connect with Neirin Jones:

LinkedIn: linkedin.com/in/neirinjones/

Email: [email protected]

Company: Rainbow Ventures, a venture studio building circular economy innovations.

Tackling Plastic Pollution at a Global Scale | Clemence Schmid on GPAPIn this episode, we dive into the Global Plastic Action Partnership (GPAP), the world’s largest initiative tackling plastic pollution, currently covering 20% of the global population. Convened by the World Economic Forum, GPAP brings together governments, the private sector, academia, and civil society to create actionable national roadmaps and drive global solutions, including the ongoing negotiations for a global plastic treaty.GuestClemence Schmid shares her insights from working across multinational corporations, startups, and multistakeholder platforms, offering lessons on scaling operations, innovation, and implementing circular economy principles.In this episode, you’ll learn about:How GPAP uses evidence-based mapping to track plastic flow from production to end-of-lifeThe power of multi-stakeholder collaboration to drive systemic changeChallenges in including smaller, local businesses in global initiativesHow circular economy strategies turn waste into economic opportunityThe current status of the global plastic treaty and what’s next for 2026–2027Why it matters: GPAP not only helps prevent plastic from polluting oceans and landscapes—it also fosters local industry, creates jobs, and strengthens resilient supply chains worldwide.Resources & links mentioned in the episode:World Economic Forum; Global Plastic Action PartnershipIntergovernmental Negotiating Committee (INC) for a global plastic treatyDon’t forget to subscribe for more conversations on plastic pollution, circular economy, and global sustainability initiatives!#PlasticPollution #GPAP #CircularEconomy #Sustainability #OceanConservation #PlasticFree #GlobalPlasticAction #WasteManagement #ClimateAction #SustainableBusiness

Every brand spent the last decade claiming they were saving the planet. Consumers stopped believing them.

Long story short: Consumer trust in sustainability messaging is at an all-time low. After a decade of brands positioning themselves as planet-savers, greenwashing scandals, and purpose claims that didn't hold up to scrutiny, most consumers have tuned out and most brands have followed by going quiet.

But the problems haven't gone away. The regulations are still coming. The plastic is still in the oceans. And the brands that figure out how to communicate authentically right now will have the space almost entirely to themselves.

In this episode of Life in Plastic, host Joel Tasche sits down with Thomas Kolster, author of 'The Hero Trap' and one of the earliest voices to call the sustainability backlash before it hit.

Together they dig into why purpose-led marketing failed, what brands in the CPG and consumer goods space should be saying instead, and why 2026 might be the best moment in years to establish your brand as a credible voice in this space.

What you'll learn in this episode:

- Why "purpose-led" marketing eroded consumer trust and what the Hero Trap actually is

- The 39% gap between sustainable intent and purchase behavior, and how to close it

- Why marketing and sustainability operate like two different planets and how to bridge them

- The one question every brand needs to answer before communicating their impact

- Why most of your competitors going silent right now is the biggest opening you've had in years

- How to shift from "look at what we're doing" to "here's who we can help you become"

About Thomas Kolster

Thomas Kolster is a Copenhagen-based marketing activist, author, and speaker who has spent two decades working at the intersection of sustainability and brand strategy. He is the author of Goodvertising and The Hero Trap, and has advised brands, nonprofits, and governments across more than 60 countries. He is widely recognized as one of the first voices to publicly challenge the purpose-washing trend in mainstream marketing.

in this episode, host Joel Tasche sits down with packaging technologist Dan Coppins to unpack the reality behind “sustainable packaging” in the cosmetics industry, and why it’s far more complex than most founders expect.

Together, they break down the core framework of packaging—the Three Ps: Protect, Preserve, Promote, and explain why sustainability can’t be separated from product performance, branding, and real-world logistics.

From plastic and paper to glass and aluminum, this conversation dives into the trade-offs behind every material choice. The takeaway?

There is no perfect solution, only informed decisions based on your product, your brand, and your long-term strategy.

You’ll also learn practical design strategies to improve recyclability, including why monomaterial packaging matters, how color choices impact recycling, and what innovations are changing the game.

For early-stage brands, Dan shares grounded advice on navigating high MOQs, starting with stock packaging, and treating sustainability as an evolving journey—not an overnight fix.

If you’re building a consumer brand and want to make smarter, more honest packaging decisions, this episode is a must-listen.

Topics covered:

• The Three Ps: Protect, Preserve, Promote
• The truth about “sustainable” materials
• Plastic vs. glass vs. paper vs. aluminum
• Designing for recyclability
• Practical advice for small and growing brands

Sustainable Packaging Explained: EPR, Consumer Behavior & The Future of Packaging

What does truly sustainable packaging look like, and why is it so complicated?

In this episode, we sit down with Caroline Deloach, Director of Sustainability at Atlantic Packaging, to unpack the reality behind plastic, recycling, and the future of packaging in the U.S.

From the “say-do gap” in consumer behavior to the rise of Extended Producer Responsibility (EPR) laws, this conversation breaks down the trade-offs, challenges, and real solutions shaping the packaging industry today.

💡 What You’ll Learn in This Episode:

• Why sustainable packaging depends on the specific use case (especially in food)
• The truth behind the “say-do gap”—why consumers say one thing but buy another
• Why there is no silver bullet material (and the trade-offs of plastic vs. paper)
• The challenges of compostable packaging and limited infrastructure
• How Extended Producer Responsibility (EPR) is transforming the industry
• Why brands may face fines up to $25,000/day for non-compliance
• Which U.S. states are already implementing EPR laws
• How companies like Atlantic Packaging are driving real, practical change

🌊 Why This Matters

Packaging sits at the center of the plastic pollution crisis, but solving it isn’t as simple as switching materials.

This episode dives into the economic, environmental, and behavioral realities behind packaging decisions, and what it will take to move toward a circular economy.

🔔 Subscribe for more conversations on sustainability, plastic pollution, circular economy, and real-world solutions.

I’ve always believed that no brand would package their goods in plastic if there was a sustainable alternative at the same price point. But as Dr. Dagny Tucker (Co-founder of Perpetual) explains in this episode, moving to a circular economy isn't a moral challenge. It’s a systems failure.We have spent over 50 years optimizing for a single-use economy, making once-absurd behaviors like discarding resources after a single use seem normal. Now, we’re future-casting a world where reuse infrastructure is as seamless as throwing something away. If you are a founder or brand manager navigating new mandates like California’s, this is your roadmap for making reuse and refill work at scale.🕒 Timestamps00:00 – The "Waste Picker" Story: Why individual efforts can’t fix a broken system.04:28 – Refill vs. Reuse: The critical distinction regarding container ownership.09:09 – The Burden Shift: Why refill systems often fail by asking too much of the customer.18:34 – Case Study: Hilo, Hawaii: Launching the first U.S. municipal reuse system in 2026.21:40 – The Infrastructure: Industrial washing, high-volume machines, and 100+ return bins.30:04 – Legislation Alert: How SB 54 (California) and French laws are mandating 10% reuse.37:59 – The LCA Truth: Is stainless steel actually better for the environment than plastic?.44:28 – Why "Pilot" is a five-letter word in the sustainability world.

Everyone that cared about plastic pollution started this decade full of hope. It was labeled as the Decade Of Action. YAAAAY LET'S GOOO!

And now, half-way through? What did we achieve? Enough, nothing, maybe a little bit?

We unpack this today with the OGs of plastic podcasting. Matt & John from plastic.climate.future.

They observe the plastics space since 2021 on their podcast. They interviewed me a couple of years ago, (which btw led to an invitation to South Korea but that's a story for another day) this time I interview them.

I ask them what happened so far, if they are happy with it and what they expect. They reflect on their podcast and we discuss who they would love to see on their show.

Disclaimer: The conversation was originally recorded in German. We dubbed it with AI to make it accessible to non-German speakers. And since we're discussing legal topics, please be extra careful. If you have any doubts regarding translations or content, please reach out to us. Green Claims & Greenwashing: Why “Climate Neutral” and “Sustainable” Will Be Banned from September (with Christina Kufer)From September onwards, everything changes for sustainable brands. The EU is getting serious in the fight against greenwashing. Terms like “sustainable,” “eco-friendly,” or “climate neutral” will be blacklisted if they are not backed up with solid, verifiable evidence.In this episode, I talk to lawyer Christina Kufer about the Empowering Consumers Directive (EmpCo) and the Green Claims Directive. We explain why almost all generic environmental claims will soon be legally challengeable, what will happen to self-created product labels, and why the term “climate neutral” on packaging will soon be a thing of the past.Christina gives practical advice on what founders and marketing teams need to do now to avoid legal warnings and penalties.In this episode, you’ll learn:The difference: What distinguishes the Empowering Consumers Directive from the Green Claims Directive?The “sustainable” ban: Why generic terms like “sustainable” or “eco-friendly” will soon be illegal without certification.Label chaos: Why self-made environmental icons and logos will be banned — and which third-party certifications will still be allowed.Climate neutrality: Why CO₂ offsetting can no longer be advertised as “climate neutral” (and the difference between product and corporate claims).Future claims: What strict rules apply if you say: “We will be net zero by 2030.”Legal risk: What happens when the lawyer’s letter arrives (cease-and-desist letter, injunction, sales ban, sell-off periods).