Helping to protect the environment is a noble cause in itself, but people’s motivations for doing so may be self-involved. As the societal pressure to be green grows, Britons report feeling competitive when it comes to comparing their sustainable habits with others.

ASDA is trialling a plastic-free coating that slows down the rate at which fruits and vegetables spoil. The innovation may help to reduce plastic packaging in supply chains and maintain long shelf life, enabling people to hit their eco-goals without changing how they shop.

Whether it’s buying a reusable coffee cup, ditching single-use water bottles, or simply recycling, there are countless ways for people to reduce their plastic waste and help to preserve the planet. Canvas8 spoke to eight Britons to find out whether they’re taking such actions and why.

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?