Selected bars, restaurants, and cafes in London have joined the Refill initiative, which welcomes people asking for refills of their plastic water bottles with tap water. The scheme hopes to encourage brands and Londoners alike to do their part when it comes to curbing plastic usage.

London’s mayor Sadiq Khan has announced plans for a network of water fountains in the capital to give people access to free drinking water. It could be the kind of refreshing solution to tackling our obsession with plastic, as most Britons would swap bottled water for free tap water if it was available.

Plastic is getting a lot of airtime right now: suddenly, what was once an invisible problem is at the front of people’s minds. Consumers are primed for change, so how can brands take the first by creating alternatives, educating customers and helping them form new habits?

Zero Waste as a movement is not embodied by festivals, websites or organisations, but by bloggers and YouTubers who have a collective desire for polished beauty and a clean, minimalist aesthetic. How are these extremely eco-conscious consumers minimising their impact on the planet?