Interview with Everyday Plastic


Back in June 2018 I worked with Cube Video to create a very special documentary Materials: Living with plastic, in which we spoke to Daniel Webb, founder of Everyday Plastic. At that stage, the research-led initiative was 18-months in, with Daniel having collected every piece of plastic he used throughout 2017; a decision he made following a litter strewn jog on the beach of his hometown, Margate. We joined him and fellow researcher Dr Julie Schneider as they began the long and intensive process of collating, weighing, cataloging and photographing the rare anthropological collection.

 It was the beginnings of an unprecedented and unprompted attempt to discover the average individual’s plastic consumption across the course of a year. The project has gained national exposure, with Daniel being invited to share his story on Sky News, BBC Radio 4 and at festivals including Bestival and Womad. Indeed, the realisation that we have unwittingly become completely dependent upon plastics has begun to precipitate through society via a regular drip feed in the mainstream media. The term ‘single-use’ was even granted the Collins Dictionary’s double-edged status of Word of the Year, having been used so copiously when underlining one of the key issues surrounding our over consumption of the material.

 Everyday Plastic has no doubt influenced this newfound consciousness, but for Dan, there is still a lot more to be done, not least with the eye opening and stomach churning findings outlined in the report he has co-authored with Dr Schneider, What we throw away and where it goes.

 I caught up with him to find out more about the report and how we can all help to form the Everyday Plastic Charity, which Dan hopes can raise further awareness and encourage positive action, without the endless guilt.

3. Everyday Plastic_ What we throw away and where it goes. © Everyday Plastic 2018. Designed by Leap.jpg

JB: What we throw away and where it goes is both a fascinating and disturbing read, perhaps we should start with that poignant image you have created that depicts a pile of rubbish as tall as the Shard?

 DW: Yes, there are some interesting info-graphics throughout the report but that is perhaps the most impactful. What it shows, is that by applying simple maths to the volume of plastic I collected as an individual, we can ascertain that the annual plastic consumption of the entire UK population would equate to a single pile covering Clapham Common, whilst rising as high as the Shard – some 306m. In terms of weight, that pile would add up to a staggering 2.3 million tonnes worth – the equivalent of about half of the UK population itself.

4. The UK throws away an estimated 295 billion pieces of plastic every year. © Everyday Plastic 2018. Designed by Leap.jpg

JB: It’s an incredible image to get your head around, but there are so many shocking finds, not least the sheer volume of your plastic that was deemed as ‘single-use’ – the type of plastic that we are all now hyper-aware and fearful of!

DW: By the end of all of our calculations we found that 98% of my plastic was throwaway plastic and that 93% was specifically single-use packaging such as salad and bread bags or milk bottles. What’s scary about that, and all of this really, is that my plastic is representative of everyone’s – which means that nearly all of that Shard-height mega-mound of plastic that we create ever year in the UK alone, is made up of single-use plastic. The vast majority of that comes in the form of food packaging and other forms of protective layers – something that, up until now we hadn’t been offered any alternatives to.

5. Single-use packaging definition. © Everyday Plastic 2018. Designed by Leap.jpg

JB: But things get really dark when you dig deeper when it comes to recycling – something that we’ve all generally been taught to do for decades. The report has some hard-hitting and challenging things to say about plastic recycling doesn’t it?

 DW: Sadly it really does, as essentially we discovered that our expectations of recycling are really not being met. For instance, we calculated that 70% of my plastic is currently not recyclable. Now that’s one problem. But of the 30% that is recyclable, only 10% of it is collected here in the UK, with councils all having their own unique and therefore inconsistent systems in place to deem what to collect or not. To make matters worse, as the country ships much of the plastic waste we create overseas, only 4% of the recyclable plastic we generate actually gets recycled here.  

6. What actually happens to all the throwaway plastic_ © Everyday Plastic 2018. Designed by Leap.jpg

JB: And so, the plastic that we do use, which we all hope might have been made from plastic now in its umpteenth incarnation is actually virgin plastic – made entirely of newly-made plastic?

 DW: Indeed it is. We know this because only 1.3% of all the plastic I threw away was made from recycled plastics, all of which being PET pieces. Now that might seem odd as I just said that 4% of my waste would have been recycled, but that’s due to a process known as downcycling. When we think of recycling, we naturally imagine say, a bottle, being recycled into a new bottle in an infinite loop. Circular economies such as this are certainly what we should strive for, but in reality there is unavoidable loss during the plastic recycling process. Don’t forget that it’s also very hard to extract pure plastics, as there is normally some form of contamination via other plastics, food or chemicals. This is currently a major factor in only a very small percentage of recycled plastics meeting the quality standards that packaging companies demand.

What use were the throwaway plastic pieces designed for_ © Everyday Plastic 2018. Designed by Leap.jpg

JB: So what is the answer Dan? Is the plastic problem in any way answerable – have you found positives through the process and ones that we can all take heed from?

 DW: I don’t think there’s any one answer to this – that’s been proven by recycling, which is not and never will be the sole solution. That doesn’t mean to say that we should give up on it. We should all continue to push for greater recycling infrastructure here in the UK. But from my experience I have come to realise that plastic pollution is a by-product in consumerism, and we can all pay more attention to how we individually consume, particularly food but even still with the objects and surfaces that we put in our homes and places of work. The stats and figures don’t lie and we can apply them in a positive way – if I’d have completely given up plastic water bottles, straws, stirrers, cutlery bags and shower gel I would have thrown away 316 less pieces of plastic. Apply that to the UK population, in fact even only half of it, and we could collectively prevent 10 billion pieces from entering the waste stream.

2. Confectionery [Credit line] Photo_ © Ollie Harrop 2018. Image courtesy of Everyday Plastic.jpg

JB: Ah, a more positive sounding shard of hope in all of this! And having self-funded and self-motivated the project to date there is further hope on the horizon in the form of the Everyday Plastic Charity?


DW: Well…hopefully! There is about a week left of a Kickstarter campaign that can massively aid the process of establishing the charity. The aim of which will be to extend our research and create all-important educational programmes that can help things move forward. It’s so important that we all continue to raise awareness and encourage positive action, particularly so that government officials and corporations hear. The hope is that charity can offer an informed platform from which we can inspire positive change.


As the name of Dan’s project shows, much of the problem with plastic lies in its everyday nature. Plastic has become the most ubiquitous of all materials and one that we had grown almost entirely blind to. With it, we have all implicitly become part of the problem. But we can all take steps towards reducing the amount of plastic we consume, which in turn drives down the need to produce more. They might be small steps, but collectively, we can take many, together.

 To keep informed about Everyday Plastic and to get in touch with Dan visit the website

Jim Biddulph