But, over its two year history, Pulpex has put out a lot of glossy videos and press releases, while delivering little to nothing in terms of tangible results. We understand the innovation process takes time and that startups need to experiment, but with such a heavy-hitting lineup behind it, our worry is that it becomes a fig leaf for its prestigious (and huge) brand partners – Diageo, Estée Lauder, Kraft Heinz, PepsiCo, Unilever and others – to signal that they are working to ‘solve’ this issue. Meanwhile, another trillion bottles enter our environment. And then another trillion...