The Striving

How Simply Home Eliminated Styrofoam from 400,000 Furniture Packages

Yoram from Simply Home got disgusted assembling his own furniture breaking up sheets of Styrofoam that he knew would just sit in landfill forever. So he did something about it.

In this conversation, Yoram shares the surprisingly simple process of eliminating Styrofoam from hundreds of thousands of furniture packages. No committees. No lengthy studies; just a decision, a call to suppliers, and execution.

We dig into:

• Why "greenwashing" criticism misses the point
• The crude truth about living in our own waste
• Why doing something imperfect beats doing nothing perfectly
• How entrepreneurship gives you the agency to actually change things

This isn't about purity tests or reaching sustainability nirvana. It's about high-agency people making decisions that reduce harm—even when the path isn't perfectly clear.

If you've ever felt paralyzed by the complexity of "doing the right thing," this one's for you.

What does the fashion industry’s sweatshop era have in common with today’s waste pickers, recycling workers, and Global South waste facilities?A lot more than you think.In this episode, Human Rights, Sustainability and Labor Rights expert, Kate A. Larsen, and Joel Tasche explore the journey of improving labor standards, ethical sourcing, and worker dignity: from sweatshops in Asia to waste management facilities today.Kate shares her experiences on the ground, the toughest dilemmas she has faced, and how collaboration, codes of conduct, and responsible sourcing can create a real impact for workers and communities.A must-listen for anyone interested in labor rights, sustainability, circular economy, and social impact.Listen to the full episode and discover how we can make supply chains safer, fairer, and more sustainable.

In this episode, we discuss one of the most controversial topics in the circular economy debate: chemical recycling. Between ambitious promises for the future, harsh realities, and heated discussions on social media, we take a scientifically grounded look at the current landscape.Our guest, Dr Alexander Hofmann from the Fraunhofer Institute, explains:What technologies currently existWhere the technical limitations lieWhy “mechanical vs chemical” is a false dichotomyThe role of regulation, mass balancing, and recycled-content targets in the EUWhy sorting residues, multilayer films, and plastics from e-waste are difficult to make circular without chemical processesWhy mechanical recycling should always be the first choice, but is not enoughEnergy use, life-cycle assessments, and carbon footprintsWhy pyrolysis is not actually a new technology, but is now being given a new opportunityHow realistic true “closed loops” really areIf you want to understand where chemical recycling stands today, which approaches have a future, and where the limitations lie, this episode is for you.

In this episode, John Chweya, Kenya’s leading waste picker representative, explains how the informal recycling system really works. From child waste picking to leading an association of 36,000 workers, he breaks down the hidden economics of waste: who earns, who exploits, and what waste pickers actually need to improve their lives.We cover:• How middlemen capture up to 80% of the value• Health risks and unsafe landfill conditions• Why most recycling depends on informal workers• Real solutions that lift waste pickers out of poverty• How waste pickers are shaping global plastic policyA must-listen for anyone working in recycling, circularity, sustainability, or social impact.

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