People and Organizations Pillar (Leads Bititci, Sang and Xu) – The People & Organisations pillar includes expertise in whole systems modelling that uses hard and soft systems modelling approaches. This is applied to key challenges and opportunities in reducing plastic waste and value-creation of plastics through analysis of the motives and attitudes of stakeholders, in concert with technical aspects of plastics reductions. The whole systems modeling allows identification of key barriers (e.g., technical, organizational, and social) to reducing plastic waste (e.g., packaging) and consumption of virgin materials and other development drivers such as the supply chains in the UK, policy support, incentives and regulation on encouraging behavior changes for individuals, households and companies.  This enhances the effectiveness of public messages, particularly in terms of clarity and consistency of communication across diverse, multilingual publics to rethink and reshape the future of plastic.  Expertise in hybrid multi-criteria decision-making analysis (MCDA) is employed to assess competing sustainable plastics options (e.g., various disposal and recycling options for the material). Our analysis includes a wide range of criteria including financial (e.g., direct private costs; public costs; revenues), environmental (e.g., emission; resource depletion); technical (e.g., feasibility; transferability) and social and organizational (e.g., disability; health; jobs creation; social acceptability) dimensions, different forms of data and relations, and reflect the multiple interests and priorities of various stakeholders (e.g., government, NGOs, businesses). In addition, expertise in policy and regulatory-related issues is employed to provide policy recommendations (e.g., single-use plastics; low grade plastics; companies’ corporate social responsibility activities disclosures).  This ensures that the project and its legacy embeds the needs of, and can elicit action by, diverse key stakeholders and are able to inform decision-making at national (policy), organizational and individual levels.