ACC Strategic Messaging Research:

1. ACC Strategic Messaging Research: Telling the story of Sanitary and Safety Plastics April 18, 2018

2. Contents

3. Background + Objectives • The ACC seeks communications insights, messaging, and strategy to protect markets for the broad category of “single-use plastics”. • Outline specific recommendations to prevent policies that ban, fine or tax food/drink related plastics. • Ultimately, the goal of this research is to help inform a communications strategy through the identification of the strongest perceptual equities of short use plastics and how those benefit consumers and appeal to their needs and values on both rational and emotional levels. Key Objectives: • What are the current perceptions toward short use plastics and understanding of its uses? • What are the true strengths and opportunities to best tell the story of plastics? • How can we identify and inoculate key audiences who have not yet made up their minds about plastics and packaging? • What are the biggest barriers/challenges? • Validate stability in Plastics Value Mapping

4. Methodology

5. Targeting those that matter…Plastics Influentials • Nationally representative sample of Gender, Age, and Geographic Regions • Registered Voters • Play an active role in social or community causes – They have participated in more than 3 advocate/influence activities • Informed about ways we recycle, reuse, and dispose of materials and the environmental impact of materials we use everyday • Actively follow issues related to the use of plastics for products or packaging • Favorability towards plastics in general While they are a subset of the general population, Plastics Influentials are a critical link to influencing and communicating effectively to both legislators and less informed consumers. We targeted those who are informed and active followers of issues related to and including plastics in order to solicit the most insightful and critical feedback on the communications and strategy ACC can use moving forward in rewriting the narrative about plastics and the creation of strategy to defend plastics. Plastics Influentials are leading indicators of “what is” and “what can be”

6. Current Perceptions

7. Summary: Influentials are closely tuned in to both positive and negative news and information. • A high number of Influentials (44%) are seeing, hearing, and reading about single-use plastics (i.e., plastics “designed or intended for situations where they are used just once or for a short time”) regularly. • The balance of what they are seeing, hearing, and reading is equally divided between positive and negative; the net impression is decidedly negative:

8. Those who have heard read or seen news about plastics are relatively split, half-and-half, between positive and negative impressions. current impressions Heard, Read, or Seen Anything Recently? (35%) NEGATIVE ENVIRONMENTAL IMPACT (NET) (8%) Are filling up our oceans Is what you’ve heard more…? (6%) Are harming the environment positive 45% (6%) Are harmfully impacting wildlife (6%) Have created plastic islands in the oceans negative 47% (23%) POSITIVES ABOUT PLASTICS' QUALITIES (NET) (7%) Are being recycled / reused and reducing environmental waste not sure (5%) Are more biodegradable / break down faster (4%) Better for the environment / more eco-friendly (9%) INDIVIDUAL RESPONSIBILITY / ACTIONS (NET) (7%) GOVERNMENT BANNING PLASTICS (NET) (6%) BUSINESSES USING BETTER PLASTICS (NET) 17% Products (net) 12% Sources (net) BASE: ALL RESPONDENTS (n=1006) Q206. Have you heard, read, or seen anything recently related to the kinds of plastics that are designed or intended for situations where they are used just once or for a short time? BASE: HAVE HEARD ABOUT PLASTICS RECENTLY (n=440) Q207A. In your mind, is what you’ve heard, read, or seen a positive or good thing or is it a negative or bad thing? Q207. Please describe what you have heard, read, or seen related to these kinds of plastic products or packaging.

9. Summary: Current Perceptions weigh strong against • Unfortunately, while the balance of what they are seeing, hearing, and reading is equally divided between positive and negative; the net impression is decidedly negative: • Nearly half of Consumer Influentials have clear negative impression of plastics generally (47% rate 30 or less on a 1-100 feeling thermometer). • By a margin of 58% to 22%, Influentials overwhelmingly believe the risks of using these specific types of plastics outweigh the benefits. • Currently, by nearly the same margin (60% to 22%), Influentials strongly support legislation to ban, tax or fine these kinds of plastics.

10. Plastic, Paper & Aluminum FavorabilityCross-Industry Comparison How Favorable are You Toward the Following Materials? industry comparison paper aluminum plastic BASE: ALL RESPONDENTS (n=1006) Q200. Generally speaking, how favorable are you toward the following materials? Using a scale of 1 to 100 where “1” means you have “extremely cold or negative feelings” toward the material, and “100” means you have “extremely warm or positive feelings” toward the material. You can use any number from 1 to 100.

11. Risks strongly outweigh the benefits… Benefits vs. Risks of Plastic Used Once or for a Short Time 18% 22% 23% 32% 3+:1 2+:1 1:1 69% 58% 54% 35% - Indicates significant difference BASE: ALL RESPONDENTS (n=1006) Q210. Generally speaking, thinking about plastic products or uses that are designed or intended for situations where they are used just once or for a short time, do you feel overall the benefits of those products and uses outweigh the risks or do you feel the risks outweigh the benefits? Select the response that most closely reflects your opinion. n=189 n=343 n=474

12. A large majority of Influentials support a ban, tax or fine. Support for a State Ban, Tax or Fine on Short Use Plastics 22% OPPOSE BAN 60% SUPPORT BAN BASE: ALL RESPONDENTS (n=1006) Q213/Q214. As you may or may not be aware, there is currently legislation being considered in some states to ban, tax or fine the use of plastics that are used just once or for a short time/“single-use” or “throw-away” plastics. What is your reaction to this idea of banning all of these types of plastics in the future?

13. Conservative Males are more likely to oppose a ban, while Liberal Females are more likely to support a ban. Support for a State Ban, Tax or Fine on Short Use Plastics subgroup subgroup analysis analysis 22% 60% Most Likely to Oppose 34% Conservative 29% Republican 27% Male 27% College Grad 25% Gen X 25% $50K-$100K 25% Have Children Most Likely to Support Liberal 69% Democrat 68% Other, Marital Status 67% Female 65% <$50K 65% Other, Ethnicity 64% No Children 64% Pacific 63% BASE: ALL RESPONDENTS (n=1006) Q213/Q214. As you may or may not be aware, there is currently legislation being considered in some states to ban, tax or fine the use of plastics that are used just once or for a short time/“single-use” or “throw-away” plastics. What is your reaction to this idea of banning all of these types of plastics in the future?

14. An initial read shows strong support for a ban, regardless of terms used to describe short use plastics. As you may or may not be aware, there is currently legislation being considered in some states to ban, tax or fine… the use of plastics that are used just onceor for a short time. “single-use” or “throw-away” plastics. BASE: GENERIC (n=507); SINGLE-USE (n=499) Q213. As you may or may not be aware, there is currently legislation being considered in some states to ban, tax or fine the use of plastics that are used just once or for a short time. What is your reaction to this idea of banning all of these types of plastics in the future? Q214. As you may or may not be aware, there is currently legislation being considered in some states to ban, tax or fine “single-use” or “throw-away” plastics. What is your reaction to this idea of banning all of these types of plastics in the future?

15. Hierarchy of Plastics in Daily Life

16. Summary: The hierarchy of plastic priorities … • Most plastics seen to play an “absolutely essential” or “critical” role in our daily lives. • A majority of Influentials see the following types of plastics as “absolutely essential” or ”critical”: • Medical sterilization/protection products (80% essential/critical) • Products used in personal hygiene (61%) • Garbage or trash bags (59%) • Pet/Human/Baby waste disposal products (51%) • Household product containers (50%) • A plurality of Influentials see two categories of plastics as “not at all important” and “absolutely do not need”: • Eating and restaurant service items (35% not important/needed) • Bags for carrying things (40%)

17. Plastics used in medical and personal health are seen as the most essential in our lives. Importance in Our Daily Lives BASE: ALL RESPONDENTS (n=1006) Q300. As you might expect, different people have different priorities about what matters or is essential in our lives and in society. For each of the following, please indicate how important you feel they are in our daily lives using a 1 to 5 scale.

18. Summary: The “single-use” concept has clear meaning, traction, and gravity • The distinction between plastics that are “used just once or for a short time” versus those that “last a long time” or can be “used many times” is a critical, near universal (88% “extremely” or “very” important), and has a clear meaning. • To most Influentials, even without using the term “single-use”, this distinction means bad for the environment and unnecessary waste.

19. Influentials place high importance on knowing if a plastic product can be used many times versus just once/short time. How important is it to distinguish between plastic products that are… designed or intended to last a very long time and be used many times vs. designed or intended for situations where they are used just once or for a short time? Regardless of PRO/SWING/ANTI “% Extremely/Very Important” - Indicates significant difference BASE: ALL RESPONDENTS (n=1006) Q205. Today we will be getting your thoughts about plastics. Considering all the different things that are made from plastics and the different ways plastics are used, it is clear there are many different types of plastics that serve different purposes. Not all plastics are the same. For you personally, how important do you believe it is to distinguish between plastic products that are…

20. Perceived environmental harm and a greater impact on waste are core reasonings for why the distinction is important. 88% 12% Somewhat/Not very/Not at all Important Extremely/Very Important BASE: ALL RESPONDENTS (n=1006); IMPORTANT DISTINCTION (n=886); NOT IMPORTANT DISTINCTION (n=120) Q205A. In a short sentence, please describe why you feel it is a(n) extremely/very important distinction. What difference does it make? Q205B. In a short sentence, please describe why you feel it is a somewhat/not very/not at all important distinction. If how long it is used for or lasts is not important, what IS the more important thing to consider?

21. Concerns & Risks

22. Summary: Risks/Concerns center on environmental impact • Not surprisingly, the concerns and risks of single-use plastics center on the environmental and ecosystem harm for future generations and our planet. • negative impact on the environment (50%+ mention as top 3 concern) • not biodegradable (31% top 3 concern) • harmful to marine/ocean ecosystems (30% top 3 concern) • Separately, 86% of Influentials report “plastic liter that ends up in rivers, lakes, and oceans harming or killing wildlife” drives concerns a ”good”/”great” deal. • The values research maps out the dominant perceptual orientation showing how concerns about non-biodegradability, harmful marine impacts and pollution are ruining ecosystems and destroying life are causing people to feel sad, frustrated, and stressed for future generations and our planet.

23. Perceived impacts to the environment such as non-biodegradability, harm to marine ecosystems, and general pollution are top concerns. Top Negative Functional Attributes out of 14 ◼︎ Most Concerning ◼︎ Selected Top 3 BASE: ALL RESPONDENTS (n=1006) Q410. Thinking about your own personal situation and looking through the list below, please complete the following sentence by selecting the top 3 concerns or risks you feel are the most worrisome or have the biggest negative impact to your life. Plastic items and packaging used once or for a short time... Q411. Now, from your top three negatives or concerns, please select the one that is the most concerning to you personally.

24. Low priority on recyclability/reusability concerns suggest there is opportunity for a recyclability/reusability story for short use plastics. Bottom Negative Functional Attributes out of 14 ◼︎ Most Concerning ◼︎ Selected Top 3 BASE: ALL RESPONDENTS (n=1006) Q410. Thinking about your own personal situation and looking through the list below, please complete the following sentence by selecting the top 3 concerns or risks you feel are the most worrisome or have the biggest negative impact to your life. Plastic items and packaging used once or for a short time... Q411. Now, from your top three negatives or concerns, please select the one that is the most concerning to you personally.

25. Plastics marine litter is a powerful driver of concerns… Concerns about Plastics Driven by Impact on Marine Wildlife subgroup analysis 45% Most Concerned about Marine Impact Extremely/Very Guilty 68% Anti 64% Other, Marital Status 58% Post-Risks Outweigh 57% Post-Support Ban 55% Liberal 54% Feel Guilt 53% Pacific 52% Female 51% Boomer 50% Total BASE: All Respondents (n=1006) Q420. As we have shared, there are a variety of different concerns people express about plastic waste. To what degree are your concerns about plastic waste being driven by concerns about plastic litter that ends up in rivers, lakes and oceans harming or killing the wildlife that live there?

26. Benefits

27. Summary: The double-barreled benefits story • Two sets of benefits drive positive emotions and support for these types of plastics—two are key: • The health/safety benefits of these plastics is the primary driver of positive feelings. • The values research maps out how the medical, sanitary, and food safety benefits of these plastics keeps people safer, healthier and saves lives feeding the deeply personal values of peace of mind, well being, and love for family. • Nearly of equal importance is the recyclability/reusability of these plastics. • The values mind maps illustrates how the recyclability/reusability of these plastics are good for the environment and make people feel like they are making a difference, making the world better for future generations. • The convenience/affordability of these plastics also plays an important, but lesser, role. • Nevertheless, head to head, the critical lifesaving role is more than twice as strong a driver as the daily convenience role (71% to 29%)

28. The most important benefits short use plastics provide is that they are recyclable/reusable, keep things sanitary and safe from contamination. Top Positive Functional Attributes out of 17 ◼︎ Most Important ◼︎ Selected Top 3 BASE: ALL RESPONDENTS (n=1006) Q400. Thinking about your own personal situation and looking through the list below, please complete the following sentence by selecting the top 3 things you feel these kinds of plastics provide to you that are an important and valuable part of your life. Q401. Now, from your top three, please select the one that is the most important benefit for you personally.

29. Respondents have difficulty grasping the intangible quality of short use plastics’ indispensable role in our lives, rated as the lowest priority benefit. Top Positive Functional Attributes out of 17 ◼︎ Most Important ◼︎ Selected Top 3 BASE: ALL RESPONDENTS (n=1006) Q400. Thinking about your own personal situation and looking through the list below, please complete the following sentence by selecting the top 3 things you feel these kinds of plastics provide to you that are an important and valuable part of your life. Q401. Now, from your top three, please select the one that is the most important benefit for you personally.

30. Critical lifesaving scenarios are most important role for plastics in our lives. x Critical Lifesaving Role I place higher importance on the role plastics can play in the critical and lifesaving medical and health situationswe face in our lives. Daily Convenience Role I place higher importance on the role plastics play in meeting the wide variety of daily convenience, health, and safety needsthat are essential to the way we live our lives. The More Important Role of Plastics in Our Lives… Total PRO (71-100) SWING (31-70) ANTI (1-30) BASE: ALL RESPONDENTS (n=1006); PRO (n=189); SWING (n=343); ANTI (n=474) Q406. Thinking about all the different things that plastics can do in our lives, which of the following do you feel best describes your own opinion?

31. Personal values

32. The Strategic Hinge of Individual Values There is a “strategic hinge” which exists, linking attributes and benefits to the target audience. Identifying and activating the rational + emotional drivers of this hinge is the purpose of “values” communications. Pg. 35

33. The Values FrameworkThe Path to effective Communications individual values stable, enduring, personal goals emotional level How we connect with consumers’ feelings and personal experiences to elicit emotional responses aligned with their core personal values, needs, and wants. emotional benefits + consequences emotional or social consequences derived from functional consequences rational benefits + consequences functional consequences derived from attributes rational level What tangible benefits brands and products provide. attributes tangible features/attributes Pg. 36

34. Security/Preservation Future generations and our planet will be secure Values What does having that feeling give you a sense of? DRIVING FORCE Emotions And what emotion does that make you feel? Make a Difference Feel I am making a difference LEVERAGE POINT Environment Benefits They are good for the environment and better for the planet What does it do for you? Why is it so important to you personally? Functional Benefits LADDERING: The Approach to Uncover ValuesMaps are constructed and analyzed based on all respondent pathways BENEFIT Can be be a renewable resource What is the is the most important and valuable characteristic short use plastics provide to your life? They are recyclable and reusable Attributes MESSAGE ELEMENTS

35. Single-Use Negative VALUES MIND MAP values emotions benefits attributes COULD BE REPLACED WITH ECOFRIENDLY MATERIALS LACK OF AWARENSS EDUCAATION LITTERED IMPROPERLY DISPOSED PEOPLE LAZY / NOT RESPONSBILE CHEAP / LOW QUALITY NOT BIODEGRADEABLE CREATE GARBAGE AND FILL LANDFILLS POLLUTES / NEGATIVE IMPACT ON ENVIRONMENT CAUSING CLIMATE CHANGE HARMFUL TO OCEAN/MARINE LESS RECYCLABLE THAN OTHER MATERIALS EXCESSIVELY USED TOO MUCH Pg. 38

36. Single-Use Negative VALUES MIND MAP values emotions MAKES ME / OTHERS LESS HEALTHY MAKES WORSE FOR PLANET benefits RUINS ECOSYSTEMS DESTROYS LIFE CREATES THROW AWAY MENTALITY CREATES EYESORE MAKES LIFE HARDER COSTS ME MONEY THINGS DON’T LAST LIKE THEY USE TO LESS TIME TO DO THINGS THAT MATTER TO ME attributes COULD BE REPLACED WITH ECOFRIENDLY MATERIALS LACK OF AWARENSS EDUCAATION LITTERED IMPROPERLY DISPOSED PEOPLE LAZY / NOT RESPONSBILE CHEAP / LOW QUALITY NOT BIODEGRADEABLE CREATE GARBAGE AND FILL LANDFILLS POLLUTES / NEGATIVE IMPACT ON ENVIRONMENT CAUSING CLIMATE CHANGE HARMFUL TO OCEAN/MARINE LESS RECYCLABLE THAN OTHER MATERIALS EXCESSIVELY USED TOO MUCH Pg. 39

37. Single-Use Negative VALUES MIND MAP values emotions FEEL STRESSED FRUSTRATED FEEL SAD FOR FUTURE GENERATIONS / PLANET FEEL DISTRACTED LOOSE FOCUS BEING UNHEALTHY LACK OF CONTROL FEEL DISAPPOINTED BY WHAT I’M DOING TO ENVIRONMENT I’M MAKING A NEGATIVE IMPACT MAKES ME / OTHERS LESS HEALTHY MAKES WORSE FOR PLANET benefits RUINS ECOSYSTEMS DESTROYS LIFE CREATES THROW AWAY MENTALITY CREATES EYESORE MAKES LIFE HARDER COSTS ME MONEY THINGS DON’T LAST LIKE THEY USE TO LESS TIME TO DO THINGS THAT MATTER TO ME attributes COULD BE REPLACED WITH ECOFRIENDLY MATERIALS LACK OF AWARENSS EDUCAATION LITTERED IMPROPERLY DISPOSED PEOPLE LAZY / NOT RESPONSBILE CHEAP / LOW QUALITY NOT BIODEGRADEABLE CREATE GARBAGE AND FILL LANDFILLS POLLUTES / NEGATIVE IMPACT ON ENVIRONMENT CAUSING CLIMATE CHANGE HARMFUL TO OCEAN/MARINE LESS RECYCLABLE THAN OTHER MATERIALS EXCESSIVELY USED TOO MUCH Pg. 40

38. Single-Use Negative VALUES MIND MAP FUTURE GENERATIONS AND OUR PLANET PERSONAL ENJOYMENT LOVE FOR FAMILY PEACE OF MIND FREEDOM values PRIDE LIVE A LONG LIFE WELL BEING FINANCIAL SECURITY ACCOMPLISHMENT emotions FEEL STRESSED FRUSTRATED FEEL SAD FOR FUTURE GENERATIONS / PLANET FEEL DISTRACTED LOOSE FOCUS BEING UNHEALTHY LACK OF CONTROL FEEL DISAPPOINTED BY WHAT I’M DOING TO ENVIRONMENT I’M MAKING A NEGATIVE IMPACT MAKES ME / OTHERS LESS HEALTHY MAKES WORSE FOR PLANET benefits RUINS ECOSYSTEMS DESTROYS LIFE CREATES THROW AWAY MENTALITY CREATES EYESORE MAKES LIFE HARDER COSTS ME MONEY THINGS DON’T LAST LIKE THEY USE TO LESS TIME TO DO THINGS THAT MATTER TO ME attributes COULD BE REPLACED WITH ECOFRIENDLY MATERIALS LACK OF AWARENSS EDUCAATION LITTERED IMPROPERLY DISPOSED PEOPLE LAZY / NOT RESPONSBILE CHEAP / LOW QUALITY NOT BIODEGRADEABLE CREATE GARBAGE AND FILL LANDFILLS POLLUTES / NEGATIVE IMPACT ON ENVIRONMENT CAUSING CLIMATE CHANGE HARMFUL TO OCEAN/MARINE LESS RECYCLABLE THAN OTHER MATERIALS EXCESSIVELY USED TOO MUCH Pg. 41

39. Single-Use Negative VALUES MIND MAP FUTURE GENERATIONS AND OUR PLANET PEACE OF MIND values WELL BEING emotions FEEL STRESSED FRUSTRATED FEEL SAD FOR FUTURE GENERATIONS / PLANET FEEL DISAPPOINTED BY WHAT I’M DOING TO ENVIRONMENT I’M MAKING A NEGATIVE IMPACT MAKES ME / OTHERS LESS HEALTHY MAKES WORSE FOR PLANET benefits RUINS ECOSYSTEMS DESTROYS LIFE CREATES THROW AWAY MENTALITY attributes COULD BE REPLACED WITH ECOFRIENDLY MATERIALS LITTERED IMPROPERLY DISPOSED PEOPLE LAZY / NOT RESPONSBILE NOT BIODEGRADEABLE CREATE GARBAGE AND FILL LANDFILLS POLLUTES / NEGATIVE IMPACT ON ENVIRONMENT CAUSING CLIMATE CHANGE HARMFUL TO OCEAN/MARINE Pg. 42

40. Single-Use Negative VALUES MIND MAP FUTURE GENERATIONS AND OUR PLANET 47% PEACE OF MIND 16% values WELL BEING 9% emotions FEEL STRESSED FRUSTRATED 8% FEEL SAD FOR FUTURE GENERATIONS / PLANET 35% FEEL DISAPPOINTED BY WHAT I’M DOING TO ENVIRONMENT 16% I’M MAKING A NEGATIVE IMPACT 12% 28% MAKES ME / OTHERS LESS HEALTHY 5% MAKES WORSE FOR PLANET 23% benefits RUINS ECOSYSTEMS DESTROYS LIFE 39% CREATES THROW AWAY MENTALITY 13% attributes COULD BE REPLACED WITH ECOFRIENDLY MATERIALS 10% LITTERED IMPROPERLY DISPOSED PEOPLE LAZY / NOT RESPONSBILE 15% NOT BIODEGRADEABLE 13% CREATE GARBAGE AND FILL LANDFILLS 9% POLLUTES / NEGATIVE IMPACT ON ENVIRONMENT 20% CAUSING CLIMATE CHANGE 5% HARMFUL TO OCEAN/MARINE 10% Pg. 43

41. Single-Use Negative VALUES MIND MAP FUTURE GENERATIONS AND OUR PLANET 47% PEACE OF MIND 16% values WELL BEING 9% emotions FEEL STRESSED FRUSTRATED 8% FEEL SAD FOR FUTURE GENERATIONS / PLANET 35% FEEL DISAPPOINTED BY WHAT I’M DOING TO ENVIRONMENT 16% I’M MAKING A NEGATIVE IMPACT 12% 28% MAKES ME / OTHERS LESS HEALTHY 5% MAKES WORSE FOR PLANET 23% benefits RUINS ECOSYSTEMS DESTROYS LIFE 39% CREATES THROW AWAY MENTALITY 13% attributes COULD BE REPLACED WITH ECOFRIENDLY MATERIALS 10% LITTERED IMPROPERLY DISPOSED PEOPLE LAZY / NOT RESPONSBILE 15% NOT BIODEGRADEABLE 13% CREATE GARBAGE AND FILL LANDFILLS 9% POLLUTES / NEGATIVE IMPACT ON ENVIRONMENT 20% CAUSING CLIMATE CHANGE 5% HARMFUL TO OCEAN/MARINE 10% Pg. 44

42. Single-Use Negative VALUES MIND MAP Hurting the Planet (Primary 48%) FUTURE GENERATIONS AND OUR PLANET 47% PEACE OF MIND 16% values WELL BEING 9% emotions FEEL STRESSED FRUSTRATED 8% FEEL SAD FOR FUTURE GENERATIONS / PLANET 35% FEEL DISAPPOINTED BY WHAT I’M DOING TO ENVIRONMENT 16% I’M MAKING A NEGATIVE IMPACT 12% 28% MAKES ME / OTHERS LESS HEALTHY 5% MAKES WORSE FOR PLANET 23% benefits RUINS ECOSYSTEMS DESTROYS LIFE 39% CREATES THROW AWAY MENTALITY 13% attributes COULD BE REPLACED WITH ECOFRIENDLY MATERIALS 10% LITTERED IMPROPERLY DISPOSED PEOPLE LAZY / NOT RESPONSBILE 15% NOT BIODEGRADEABLE 13% CREATE GARBAGE AND FILL LANDFILLS 9% POLLUTES / NEGATIVE IMPACT ON ENVIRONMENT 20% CAUSING CLIMATE CHANGE 5% HARMFUL TO OCEAN/MARINE 10% Pg. 45

43. Single-Use Negative VALUES MIND MAP Personal Guilt (Secondary 28%) FUTURE GENERATIONS AND OUR PLANET 47% PEACE OF MIND 16% values WELL BEING 9% emotions FEEL STRESSED FRUSTRATED 8% FEEL SAD FOR FUTURE GENERATIONS / PLANET 35% FEEL DISAPPOINTED BY WHAT I’M DOING TO ENVIRONMENT 16% I’M MAKING A NEGATIVE IMPACT 12% 28% MAKES ME / OTHERS LESS HEALTHY 5% MAKES WORSE FOR PLANET 23% benefits RUINS ECOSYSTEMS DESTROYS LIFE 39% CREATES THROW AWAY MENTALITY 13% attributes COULD BE REPLACED WITH ECOFRIENDLY MATERIALS 10% LITTERED IMPROPERLY DISPOSED PEOPLE LAZY / NOT RESPONSBILE 15% NOT BIODEGRADEABLE 13% CREATE GARBAGE AND FILL LANDFILLS 9% POLLUTES / NEGATIVE IMPACT ON ENVIRONMENT 20% CAUSING CLIMATE CHANGE 5% HARMFUL TO OCEAN/MARINE 10% Pg. 46

44. FUTURE GENERATIONS AND OUR PLANET 17% Single-Use Positive Ladder PEACE OF MIND 26% MORE FREEDOM 7% values PERSONAL SATISFACTION 9% LOVE FOR FAMILY 5% WELL BEING 16% FEEL I AM MAKING A DIFFERENCE 16% emotions FEEL IN CONTROL 8% LESS STRESS/WORRY AT EASE 21% FOCUS ON OTHER THINGS 10% 25% FAMILY/I SAFE / PROTECTED 13% FAMILY/I LIVE HEALTHIER 12% GOOD FOR THE ENVIRONMENT BETTER FOR THE PLANET 17% benefits 32% SAVES ME MONEY 12% LASTS LONGER 8% MAKES MY LIFE EASIER 14% attributes KEEP ME / THOSE I CARE ABOUT HEALTHY 11% MAKES SAFER FOR ME / MY FAMILY 11% 22% INEXPENSIVE/ AFFORDABLE 6% SAVES LIVES 10% RECYCLEABLE/ REUSEABLE 19% PROTECT, STORE, KEEP FOOD FRESHER LONGER 6% USEFUL CONVENIENT 6% VERSATILE / MANY USES 6% Pg. 47 PROTECT AGAINST DISEASE / INFECTION / CONTAMINATION 12% KEEP THINGS STERILE / SANITARY 10%

45. FUTURE GENERATIONS AND OUR PLANET 17% Single-Use Positive LadderHealth/Safety (Primary 22%-28%) PEACE OF MIND 26% MORE FREEDOM 7% values PERSONAL SATISFACTION 9% LOVE FOR FAMILY 5% WELL BEING 16% FEEL I AM MAKING A DIFFERENCE 16% emotions FEEL IN CONTROL 8% LESS STRESS/WORRY AT EASE 21% FOCUS ON OTHER THINGS 10% 25% FAMILY/I SAFE / PROTECTED 13% FAMILY/I LIVE HEALTHIER 12% GOOD FOR THE ENVIRONMENT BETTER FOR THE PLANET 17% benefits 32% SAVES ME MONEY 12% LASTS LONGER 8% MAKES MY LIFE EASIER 14% attributes KEEP ME / THOSE I CARE ABOUT HEALTHY 11% MAKES SAFER FOR ME / MY FAMILY 11% 22% INEXPENSIVE/ AFFORDABLE 6% SAVES LIVES 10% RECYCLEABLE/ REUSEABLE 19% PROTECT, STORE, KEEP FOOD FRESHER LONGER 6% USEFUL CONVENIENT 6% VERSATILE / MANY USES 6% Pg. 48 PROTECT AGAINST DISEASE / INFECTION / CONTAMINATION 12% KEEP THINGS STERILE / SANITARY 10%

46. FUTURE GENERATIONS AND OUR PLANET 17% Single-Use Positive LadderRecyclable/Reusable (Secondary 19%) PEACE OF MIND 26% MORE FREEDOM 7% values PERSONAL SATISFACTION 9% LOVE FOR FAMILY 5% WELL BEING 16% FEEL I AM MAKING A DIFFERENCE 16% emotions FEEL IN CONTROL 8% LESS STRESS/WORRY AT EASE 21% FOCUS ON OTHER THINGS 10% 25% FAMILY/I SAFE / PROTECTED 13% FAMILY/I LIVE HEALTHIER 12% GOOD FOR THE ENVIRONMENT BETTER FOR THE PLANET 17% benefits 32% SAVES ME MONEY 12% LASTS LONGER 8% MAKES MY LIFE EASIER 14% attributes MAKES SAFER FOR ME / MY FAMILY 11% KEEP ME / THOSE I CARE ABOUT HEALTHY 11% 22% INEXPENSIVE/ AFFORDABLE 6% SAVES LIVES 10% RECYCLEABLE/ REUSEABLE 19% PROTECT, STORE, KEEP FOOD FRESHER LONGER 6% USEFUL CONVENIENT 6% VERSATILE / MANY USES 6% Pg. 49 PROTECT AGAINST DISEASE / INFECTION / CONTAMINATION 12% KEEP THINGS STERILE / SANITARY 10%

47. FUTURE GENERATIONS AND OUR PLANET 17% Single-Use Positive LadderConvenient/Affordable (Secondary 18%) PEACE OF MIND 26% MORE FREEDOM 7% values PERSONAL SATISFACTION 9% LOVE FOR FAMILY 5% WELL BEING 16% FEEL I AM MAKING A DIFFERENCE 16% emotions FEEL IN CONTROL 8% LESS STRESS/WORRY AT EASE 21% FOCUS ON OTHER THINGS 10% 25% FAMILY/I SAFE / PROTECTED 13% FAMILY/I LIVE HEALTHIER 12% GOOD FOR THE ENVIRONMENT BETTER FOR THE PLANET 17% benefits 32% SAVES ME MONEY 12% LASTS LONGER 8% MAKES MY LIFE EASIER 14% attributes MAKES SAFER FOR ME / MY FAMILY 11% KEEP ME / THOSE I CARE ABOUT HEALTHY 11% 22% INEXPENSIVE/ AFFORDABLE 6% SAVES LIVES 10% RECYCLEABLE/ REUSEABLE 19% PROTECT, STORE, KEEP FOOD FRESHER LONGER 6% USEFUL CONVENIENT 6% VERSATILE / MANY USES 6% Pg. 50 PROTECT AGAINST DISEASE / INFECTION / CONTAMINATION 12% KEEP THINGS STERILE / SANITARY 10%

48. Responsibility and Guilt

49. Summary: Concerns mitigated by personal responsibility and guilt • Influentials recognize and accept personal responsibility for stopping litter and preventing plastics from finding their way into nature and the environment. • Influentials place nearly 1/3 of responsibility on themselves • Government (35%) and Companies that make things that can be littered (22%) • The large majority of Influentials (73%) feel “guilty” when they use these kinds of plastics. • There are clear signs Influentials see a path whereby they can overcome feelings of guilt and become more positive toward these plastics.

50. Influentials recognize and accept personal responsibility for stopping litter from getting into nature and the environment. Also expect companies and government to play a role. Where Responsibility SHOULD Lie for Stopping Litter & Fixing the Problem Legend Regular people like you an me that use things and need to make sure they are disposed of properly Companies that make things that can be littered The government needs to make it easier to recycle and dispose of used plastics The government should ban and pass tougher laws against litter Environmentalists that work to bring this to everyone’s attention and protect the planet Gov’t ban or pass tougher laws (16.4) Companies (21.5) Environ-mentalist (13.0) Average Distribution of Responsibility Regular people like you and me (30.3) Gov’t should make it easier to recycle (18.9) subgroup analysis Gov’t net (35.3) Most likely to say “Regular people like you and me”… • Married/Living with Partner (32.2) • Have Children (32.2) • White (31.7) • Gen X (31.4) • Independent (31.4) Yes, Children not in HH (38.4) Conservative (36.6) Boomers (36.2) Rural (34.0) West South central (33.6) Other, Marital Status (32.8) BASE: All respondents (n=1006) There are different sources and causes for plastic litter and garbage finding its way into nature and the environment. Understanding who is responsible is a key part of stopping litter and fixing the problem. Who do you believe SHOULD have the greatest responsibility for stopping liter from getting into nature and the environment?