05 Jun FMCG brands are on the eve of a reputational crisis around microplastics
Microplastics pose environmental and health risks that are just beginning to unfold.
A PFAS-type crisis is brewing around microplastics. The fallout around these forever chemicals came in part because of stories like that of lawyer Rob Bilott. Bilott took on DuPont to demonstrate that PFOA, a type of PFAS chemical used in Teflon, was carcinogenic—and that DuPont knew about it. The consequences have been horrific. Exposure to PFOA, particularly for the workers who were regularly exposed to it, has since been linked to increased mortality. PFOA has now been phased out of use and DuPont agreed to pay $671 million in settlement in 2017 for lawsuits tied to PFOA exposure. A major film, Dark Waters, covered the saga, and DuPont continues to be tainted by this episode.
Regulatory Delay and Emerging Risk
The nature of regulation has meant that these types of health and environmental crises have happened multiple times. It takes time to understand the effects a new innovation, implemented en masse, has on the environment and human health. With microplastics, we are beginning to see a multi-faceted case being built for the environmental and health damage. As microplastics researcher Dana Zhaxylykova points out,
“The topic is so understudied, yet microplastics are absolutely everywhere. I learned that so many things are made with plastic. Some of the most shocking ones for me: tea bags, clothes, skincare, and makeup… chewing gum and even ‘paper’ cups.”
But the issue is increasingly studied, and the public is becoming more aware of the issue. Concern around microplastics has surged in 2025, with a major upswing in Google searches. Searches were driven in part by a recent UCLA study that found chewing gum releases microplastics into saliva. Likewise, worries about plastics in tea bags and a recent study showing a potential link between microplastic concentration and dementia have also driven interest.
Implications for Brands
For brands, particularly those selling the types of goods Zhaxylykova calls out, there will be winners and losers on the microplastics issue. The downsides of inaction are:
- Consumer departure to alternatives as evidence continues to build, and the impact of microplastics becomes more widely understood.
- Possible regulation—likely in the EU first and then elsewhere—that could catch companies out if they don’t innovate or prepare themselves.
- Exposure to health or environmental litigation, if the link between microplastics and harm becomes better established.
Some companies are getting ahead of the curve and making a change to keep up; others are using this issue to differentiate themselves as more eco-friendly and health-conscious alternatives.
Tea Brands: A Case Study in Transparency
For tea-lovers, you’ll be interested to know that brands like Pukka and Hampstead are ahead of the curve, offering plastic- and PLA-free tea bags that can be home composted. The majority of brands, like PG and Twinings, are making the switch to plastic-free but still use PLA. Waitrose and Harrogate are the laggards, with a mixed record—having switched some, but not all, of their ranges. You can see the full breakdown here.
The Trust Shift
A 2023 Purdue University study found that the most trusted label on food packaging is not “organic” or “non-GMO”—it’s simply the ingredients list. Consumer let-down around food, especially, has created a sceptical public that—no longer trusting companies or regulators to look after them—places higher importance on information that allows them to assess safety for themselves. FMCG brands that embrace this trend and don’t just make safety claims, but put information in the consumer’s hands, placing ingredients and materials front and centre and using them as a selling point, are winning the consumer trust game. They are embracing the low-trust environment and meeting consumers where they are—giving them the information they need to make an informed decision.
What Smart Brands Should Do Now
If your company touches skincare, apparel, food, or personal care, your microplastic footprint might be larger than you think.
Here are some actions you might consider:
- Audit your supply chain for microplastic sources: packaging, formulation, textile fibres.
- Communicate transparently with stakeholders—especially employees and customers.
- Fund or join research alliances on microplastic mitigation, such as those exploring filtration technology or biodegradable alternatives.
- Champion innovation in product design: loose-leaf tea over PLA bags, cotton over polyester, bio-based polymers over synthetic ones.
The smart brands will act today, avoid the reputational risk and use action around microplastics to differentiate themselves and build trust with consumers. Any step they take in that direction will be a win for them, their customers, and the planet.