How Awareness of Micro-plastics Has Grown Over Time : Brand’s Responsibility and Opportunity

How Awareness of Micro-plastics Has Grown Over Time : Brand’s Responsibility and Opportunity👀

Intro.

We explore how the micro-plastics issue has evolved from 2015 to the present, based on text collected from global web data. With growing awareness of the harmful effects of micro-plastics on the environment and human health, brands can no longer afford to ignore this critical issue. By leveraging big data analysis, this study tracks the main topic around micro-plastics and suggests future strategies for brands to address the challenge.

[Overview of Collection Data🔍]

 

Current Issues on Micro-plastics?

[Key Issues on Micro-plastics]

In 2014, the UNEP announced micro-plastics as one of the world’s top 10 environmental issues, and in 2015, the United States passed the Microbead-Free Waters Act of 2015, marking the beginning of the micro-plastic issue.

In 2018, Orb Media published research results revealing the presence of micro-plastics in bottled water from major global brands. This sparked public discourse on micro-plastics, with the World Health Organization (WHO) also actively participating in the issue by initiating studies on the harmful effects of micro-plastics.

Subsequently, in 2019, the WHO announced that the harmful effects of micro-plastics on human health were minimal. However, concerns from the media and the public persisted.

Since 2021, various studies on micro-plastics have been conducted globally, leading to increased public interest and concern. As public opinion grew in favor of regulating micro-plastics, governments worldwide began taking steps to develop regulatory measures.

Based on previous studies that categorized the major issues and timelines of micro-plastics (Min Hyunhee & Jung Wonjun, 2022; Jung Wonjun, 2021), the evolution of micro-plastic issues can be divided into the following phases: ① Issue Creation Phase (2014–2017), ② Issue Surfacing Phase (2018–2020), ③ Issue Escalation Phase (2021–2024)

Increase in Micro-plastic Document Volume

-The analysis revealed that during the Issue Creation phase, the average daily document volume was 13, during the Issue Surfacing phase it was 16, and during the Issue Escalation phase it reached 20. This shows a gradual increase in daily document volume as the issue progressed from creation to surfacing, and then to escalation.

-This indicates that since the micro-plastics issue was officially raised in 2014, media and public interest in the United States has steadily grown, reaching the peak of the issue at present.

N-gram Analysis of Main Keywords by Issue Period

[To understand how the main keywords from collected documents are interconnected during each issue period, an N-gram analysis was conducted.]

✔ Issue Creation Phase (2014-2017)

① Micro-plastics and Marine Pollution: The terms ocean and micro-plastic were closely linked, as were aquatic and species. This indicates that concerns about marine pollution caused by micro-plastics were dominant during this period.

② Micro-plastics Ban and Harmfulness: The words ban and harmful were associated with micro-plastic. This reflects growing attention in the U.S. following discussions about the harmful effects of micro-plastics and the enactment of The Microbead-Free Waters Act of 2015.

 

✔ Issue Surfacing Phase (2018-2020)

① Micro-plastics in Bottled Water: The connection between water, micro-plastic, and bottled highlights the growing focus on micro-plastics in bottled water. This surge in attention stemmed from the 2018 report by Orb Media, revealing the presence of micro-plastics in well-known bottled water brands.

② Impact of micro-plastics on Human Health: The keyword human appeared prominently in documents related to micro-plastics, linked with health. Additionally, terms like personal care and microplastic-free emerged, signifying increased attention to the effects of micro-plastics on people and the beginning of personal efforts to avoid them.

 

✔ Issue Escalation Phase (2021-2024)

① Emergence of micro-plastics Abbreviation: Micro-plastic and plastic were often linked, with plastic connecting to mp, the abbreviation for micro-plastic. The frequent mention of micro-plastics led to the adoption of this shorthand term.

② Expansion of Micro-plastics Research: Micro-plastic was associated with terms like study, effect, and human, with human further connected to health. This indicates that research on the effects of micro-plastics on human health has become more extensive during this period.

Evolution of Micro-plastics Discourse

[Key Findings from Topic Modeling Analysis by Issue Phase]

①Issue Creation Phase (2014~2017): Main Topic and Keywords

 ②Issue Surfacing Phase (2018~2020년) : Main Topic and Keywords

③Issue Escalation Phase (2021~2024) : Main Topic and Keywords

Since 2014, the micro-plastics issue has become a major topic of concern, with its scope of interest continuously expanding.

✅Issue Creation Phase (2014–2017):
During this phase, awareness grew around the need for regulation of micro-plastic products, such as microbeads, and the dangers of marine pollution. Concerns also emerged regarding the presence of micro-plastics in certain skincare products, sparking initial discussions about their potential risks.

✅Issue Surfacing Phase (2018–2020):
Micro-plastics were detected in everyday consumer goods such as bottled water, leading to an increased focus on their harmful effects on human health and the environment. Research on these impacts began in earnest, and there was a significant rise in awareness about the use of micro-plastics in beauty and household products.

✅Issue Escalation Phase (2021–2024):

This phase saw widespread attention to the impacts of micro-plastics on both humans and the environment, along with growing interest in technological solutions to remove them. By now, micro-plastics have become an unavoidable issue that demands urgent action and resolution.

Implications for Brands

[Strategic Recommendations for Brands] - Development of Plastic-Free Products 1) Zero Waste Cartel's Plastic-Free Products

*Photo Credit: Official Website of ZERO WASTE CARTEL

Zero Waste Cartel serves as an excellent example of a marketing strategy that effectively addresses the micro-plastics issue. By offering plastic-free alternatives such as shampoo bars, reusable kitchen towels, and bamboo toothbrushes, the brand provides practical solutions for reducing plastic use in everyday life.

Zero Waste Cartel not only focuses on delivering plastic-free products but also ensures plastic-free practices in their packaging process. They build trust by transparently disclosing detailed information about product ingredients and eco-friendly packaging materials.

The brand goes beyond merely offering plastic-free products. It emphasizes the importance of educating consumers on how these products contribute to the reduction of plastic waste. Providing detailed insights into their processes and sustainability efforts is crucial for fostering consumer confidence and loyalty.

Development of Plastic-Free Products 2) Nature Dream's ‘Gipeunmul’ Bottled Water

*Photo Credit: Official Instagram of Nature Dream

Nature Dream’s Gipeunmul bottled water showcases a strong environmental commitment through its use of paper carton packaging. The product is packaged using Tetra Pak’s aseptic technology, which reduces carbon emissions and enhances recycling efficiency. Over the past 8 months, the collected Gipeunmul sterilized cartons have contributed to a reduction of 10.3 tons of CO2, making a notable impact on environmental protection.

While the product’s paper packaging is a positive step, it still contains an aluminum coating, which presents ongoing environmental challenges. However, if the brand continues to innovate and introduce new solutions, consumers will likely recognize the company’s active efforts to address micro-plastic issues. This can help establish a strong eco-friendly brand image.

[Eco-Friendly Marketing Through Certification Marks]

Despite the growing trend of plastic-free products, many of them still do not carry certification marks. When brands market their products as plastic-free, actively using relevant certification marks can differentiate them in the market and position them as trustworthy, eco-friendly brands.

The Flustix PLASTIC-FREE mark is the first plastic-free certification in Europe, officially recognized by the EU. It is awarded to products that are free of plastic across the entire product, including its contents or packaging, or do not contain micro-plastics. There are four types of this certification, depending on the product’s compliance. By leveraging this certification, which comes from Europe, a region known for strict environmental regulations, brands can effectively highlight their environmental commitment.

[Opportunities in the Biodegradable Plastic Market]

As the issue of micro-plastics continues to grow, the biodegradable plastic market has emerged as a new opportunity for companies. Biodegradable plastics are materials that can be fully broken down by microorganisms under certain conditions, reducing the environmental burden. Countries like the U.S. and the EU are strengthening biodegradable plastic technologies through the white bio industry, positioning themselves to take the lead in this market. The biodegradable plastic market is expected to account for 62% of the bioplastics market by 2028, indicating significant growth potential. 

Therefore, companies can enhance their eco-friendly image and seize new business opportunities by going beyond just producing plastic-free products. By investing in research and development of biodegradable plastics, businesses can enter this rapidly growing market and contribute to the global movement toward sustainability.

Outro.

Through this marketing brief, we were able to concretely observe how global consumer discourse around micro-plastics has evolved. This highlights the increasing need for companies and brands to focus more on product development that simultaneously addresses environmental issues and consumer health. Moving forward, brands should apply micro-plastic reduction technologies to their products and adopt strategies that proactively protect both the environment and consumer health, ultimately positioning themselves as leaders in creating a sustainable future.