Impact 2024

Plastic Free July® is the award-winning behaviour change campaign created and managed by the Plastic Free Foundation. Since its launch in 2011, millions of people worldwide have participated in this unique social movement which empowers community, corporate and government action to reduce plastic waste.

With a remarkable 174 million participants globally in 2024, Plastic Free July now stands as the largest waste avoidance campaign on the planet, solidifying July as the global month of action against plastic pollution.

As well as individual participants, thousands of businesses and organizations joined in, engaging employees and networks, announcing changes to products and packaging, and transforming procurement and supply chains to reduce plastic waste.

As we confront the growing issue of plastic pollution, which is projected to triple by 2040, the need for meaningful change becomes more urgent. Through partnerships and collaboration, we are building a movement of change that supports citizens, communities and organisations worldwide to reduce plastic waste. We invite you to join us in this important mission, inspiring others to make small changes that lead to a cleaner, healthier future.

This year’s theme, “Small steps, big difference,” shows how we can all be part of the solution and contribute to a world without plastic waste. Participants have reduced their household waste by 3.8 %, together avoiding a staggering 12.8 billion kilograms of waste over six years—more than the world’s largest cleanup efforts combined.

In 2024, we invited people to make a public pledge to avoid target items: single-use cups, plastic food wrap, and plastic beverage bottles. We were thrilled by the overwhelming response, as many people embraced this opportunity to take small steps and share their commitments publicly to inspire others. Visit our pledge page to see how this pledge spread worldwide.

We continued our vital work of supporting our global network, sharing local solutions and stories of participants. Storytelling has been a powerful way to engage and inspire people throughout history. A fundamental role of our foundation is to provide a platform for people to share their ideas and experiences, helping others learn how to reduce single-use plastic and motivating them to do the same.

Against a backdrop of growing awareness of the threats the plastic pollution problem poses to people and the planet, we are delighted to share that Plastic Free July 2024 was the biggest yet, with a staggering 16% of global consumers (at least 174 million people), taking part in the challenge.

Participants shared a variety of stories, including: refusing plastic bags, switching from plastic food wrap, avoiding unnecessary packaging, buying in bulk, to running workshops, organising a reusable cup library at work, and writing letters to brands advocating for change. From schools in India to cafes in New Zealand, not-for-profits in Kenya, banks from Australia to Pakistan, corporate offices in Amsterdam, hotels in Hong Kong, and even NASA’s Johnson Space Center, this initiative invites everyone, everywhere, to join in. As a result, July has become recognised as the global month of action for plastics.

Headline results for Plastic Free July 2024 include:

• Globally, 29% of consumers (at least 316 million people) were aware of Plastic Free July
• At least 174 million people took part in the challenge
• Participants take 23% more action to reduce plastic waste
• Participants reduced their household waste by 16 kgs per person per year (3.8% less waste)
• Globally, Plastic Free July participants reduced:
  • non-recoverable (landfill) waste by 1,700 million kgs
  • recyclable waste by 1,200 million kgs, including
  • plastic consumption by 390 million kgs
• More than 75% of the population supports policies and action to reduce waste
• Participants have strong social connections and a positive sense of well-being

In 2024, the Plastic Free Foundation experienced a remarkable surge in media engagement surrounding the Plastic Free July campaign and our global public opinion polling, highlighted in the Rising Tides III report, which coincided with critical negotiations for the global plastics treaty. Major news outlets, including the Washington Post, BBC, La Nacion, NPR, and Yahoo, contributed to an impressive total of 3,300 online media pieces, reaching a potential audience of 7 billion people worldwide.

Additionally, we saw a significant increase in social media engagement, with participants actively sharing their stories and solutions to single-use plastics, thereby amplifying the campaign. To effectively combat plastic pollution, it is vital to continue to support this social movement. Engaging more people worldwide in plastic waste avoidance is crucial, and the media plays a vital role in this endeavor.

Media Statistics:

• 3,300 online pieces of media generated
• Global potential media reach of 7 billion people
• Over 270,000 social media followers
• 191 million #plasticfreejuly posts on TikTok

Plastic Free Foundation collaborates with corporate, philanthropic and community sectors to create a world without plastic waste. We assist businesses in achieving their social and environmental goals, enhancing brand strength, and demonstrating sustainability leadership.

Our impact partnership with Endeavour Group engaged their team in solutions, conducting waste audits and setting personal and workplace plastic-free goals, resulting in an estimated 3,000 single-use coffee cups and lids avoided in 2024.

Our official Council Members program was successful again, with 53 local government authorities participating. They accessed a tailored resources and tools to help them engage their communities and local businesses. This initiative saw the involvement of over 400,000 residents.

Partnerships with CSIRO and WWF-Australia expanded our efforts to develop an awareness campaign to reduce littering in the Philippines and a framework to empower Community Champions. A three-year collaboration with WWF and global market research leader Ipsos has provided valuable public opinion polling on strategies to combat plastic pollution, supporting the global plastics treaty.

Our partners are invaluable to the continuation and expansion of our work, together we can make a real difference. Whether it be financial or in-kind support, we would love to hear from you.

The Plastic Free Foundation board comprises a diverse group of professionals focused on making a cleaner future for generations to come. With expertise spanning sustainability, law, corporate governance, and community engagement, each member brings unique insights shaped by our varied cultural and professional backgrounds. This diversity enriches the board’s decision-making, fostering inclusiveness of ideas and approaches.

Our board is committed to good governance, guided by values of honesty and integrity in every decision. We prioritise promoting positive solutions to “turn off the plastics tap” and reduce consumption and production. By valuing community and collaboration, we actively engage with stakeholders to inspire collective action. Together, we strive to create a sustainable future, empowering individuals and communities to rethink their relationship with plastic.