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Engineering interventions in isolation will not suffice to address the global intractable challenge of plastic pollution. Cognitive science, business model innovations along the value chain, socio-technical transitions and environmental policy development are essential in ensuring that functionality is preserved and utility increased whilst they are decoupled from waste generation. This work informs the processes that will allow consumers to increase material reuse and businesses to increase resource recovery. It also informs the development of incentives and other policies to internalise the environmental benefit of novel materials, products and delivery methods.