Problem
Annual global plastic production has increased from 2 to almost 400 million tonnes a year and does not seem to be slowing down soon. As we saw in the case on plastics, this now forms a major threat to the environment (greenhouse gas, chemicals, water use, treat to life under water etc.). As more developing countries restrict the import of plastic waste, developed countries have to deal with their own waste, but insufficient waste treatment plants could lead to more incineration and landfilling. One of the reasons is that there is little incentive to recycle, as long as virgin plastic material continues to be cheaper to use (collecting, cleaning, sorting and recycling is expensive!). But as Johan Rockstroem said, time is running out, we need to act fast. Use multiple lenses to identify the key paradoxes (and/or dilemmas) that companies such as Coca Cola need to deal with as they respond to this call. As you answer, define what you mean by a paradox and/or a dilemma.