Lessons Learned: Grove Collaborative's Commitment To Reducing Plastic Waste

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I am the Sinyi Professor of Chinese Management at Cambridge's Judge Business School. I research and write about how businesses are creating a more sustainable and equitable economic system.

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In the interview below, Yurcisin also shares insights into the lessons learned from their initial goal, the ongoing challenges in the fight against plastic, and the strategies Grove is employing to drive meaningful change. He further emphasizes the importance of transparency, collective industry action, and continuous improvement.

We set an ambitious goal in 2020 to become 100% Plastic Free by 2025 because we know this is an urgent and growing problem. Setting this goal had the side effect of motivating our team across the company and narrowing our focus on aggressive innovation and creative solutions, building our path to become Plastic Free. But we simply aren’t far enough along as we intended to be.

We believe the right thing to do is remain transparent with our customers, our partners, and our industry about the progress and the challenges with pursuing ambitious yet necessary goals. Many brands are doing the right thing — we work with a lot of them and we applaud all of them — but there are just as many that want credit without taking urgent action.

At the industry and broader level, we will continue to urge more private sector participation, explore more scalable alternative materials , and double down on consumer education.

 

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