The Unforgettable Bag: Saving Oceans, One Scan at a Time

What unsustainable behaviour needs to change:

Plastic pollution is a major environmental crisis, disproportionately affecting the Global South. Of the 6,300 million tonnes of plastic waste generated since 1950, less than 10% has been recycled, while 79% has ended up in landfills or the environment—often exported to lower-income countries.

Single-use plastic bags are a key contributor. Over 1 trillion bags are produced annually. In Malaysia alone, the average person uses 300 plastic bags per year, adding up to 9 billion bags—many of which pollute rivers, oceans, and landfills. Plastic bags can take centuries to degrade, harming marine life. Experts warn that by 2050, plastic could outweigh fish in the ocean.

Bans and taxes have helped reduce plastic use in some countries, but where waste infrastructure is limited, single-use plastics remain deeply ingrained. Without intervention, mismanaged plastic waste could double by 2060, further endangering ecosystems.

The Green Nudge:

Tesco Malaysia’s Unforgettable Bag campaign tackled plastic waste by introducing reusable bags featuring endangered marine animals, underscoring the impact of plastic pollution on wildlife.

The campaign’s built-in financial incentive set it apart—each bag’s barcode granted a 20-cent rebate, turning it into a scannable voucher. This simple tweak made reusing the bag a rewarding habit, helping shoppers save money while saving the ocean.

Beyond financial perks, the design acted as a visual cue, reinforcing the link between plastic waste and marine life. Instead of guilt, Tesco promoted a solution-focused mindset: „Every time a bag is reused, it keeps one more out of the ocean..“

The results:

• 68% of customers reused their bags within the first month (up from just 5% prior).
• 500,000 bags were sold in under three months, making them Tesco’s best-selling product.
• By 2019, reuse rates had skyrocketed, preventing 20 million plastic bags from entering circulation.
• The campaign led to Tesco’s largest-ever reduction in single-use plastic bags (25%).
• Interest spread globally, prompting Tesco to explore expansion into Thailand and India.

Do you know of any other nudges that prevent waste and promote recycling? Feel free to comment or get in touch: hello@green-nudges.com