US-based plastic action platform rePurpose Global has announced partnering with 14 household brands from across the world to combat the rising issue of plastic pollution.

These participating brands include Cleancult, Bamboo and Lily, HINOK, Grove Collaborative, Myni, R5 Living, Biom, Dr Octo, Wild Clean, Ekam Eco Solutions, Defunkify, Murphy’s Naturals, Bearaby, and Summerdown.

As part of the partnerships, rePurpose will help the companies to measure and take effective action to reduce their overall respective plastic footprint.

All 14 brands, according to rePurpose, have pledged to minimise the intensity of plastic use and support the recovery and elimination of their sales equivalent to plastic waste produced.

Defunkify CEO Richard Geiger said: “Defunkify is cleaning up the laundry business to bring more effective, and safer cleaning products to market.

“We also recognise that packaging presents a key opportunity to amplify the positive impacts of our formulas. That’s why we were so eager to measure and act against our plastic footprint with rePurpose, and help accelerate our world’s transition to a circular economy.”

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rePurpose highlighted that its partners have already begun taking action. For example, Cleancult now uses 90% less plastic in its business.

Cleancult mainly depends on sustainable alternatives such as recyclable paper cartons and has also implemented a refill system.

With these new practices, an average Cleancult consumer can now prevent up to 55.8lb of plastic from being used annually.

Furthermore, all the brands have jointly supported rePurpose to recover more than 7.6 million pounds of plastic waste, which otherwise would have remained in the natural environments across India, Indonesia, Kenya, and Colombia.

rePurpose CEO and co-founder Svanika Balasubramanian said: “We hope that other brands in the household sector are inspired to innovate solutions to the plastic packaging problem.

“Building a future free from waste is a collective effort, and we are excited to be working with forward-thinking companies to accelerate systems change against plastic pollution across the globe.”