By Adele Peters
For consumers, the process is designed to be as seamless as possible. “The goal isn’t as much to get you to change, it’s instead to create systems that don’t make you change–but have you then solve the issue in the process,” Szaky says. “Creating consumer change is phenomenally difficult. So the first question we asked in developing the model was why did disposability win? Why did it take over? I think it did because disposability is convenient and affordable.”
Others have tried to tackle the problem of trash through other models, like refillable packaging or zero-waste grocery stores. But when those solutions fall short of the convenience or affordability of standard plastic packaging, they struggle to gain mass adoption. Loop aims to be essentially as convenient as throwing something in the trash; you don’t even need to rinse the container, so in that respect, it’s simpler than recycling.