For the past 15 years every July, millions around the world commit to refusing single-use plastics in honor of Plastic-Free July, a global movement inspiring individuals and businesses alike. But in 2025, Plastic-Free July takes on new urgency. Just weeks ago, world leaders gathered at the United Nations Ocean Conference (UNOC3) to sound the alarm on the escalating plastic pollution crisis and the private sector was firmly in the spotlight.

As a Plastic-Free delegate, I had the privilege of attending UNOC3, witnessing firsthand the pleas and calls for action from the world’s most climate-vulnerable states, learning directly from global leaders about solutions already making an impact, and hearing new data and reports on the devastating, long-lasting effects of legacy plastic pollution on humanity and marine life.

For brands and executives, this Plastic-Free July 2025 comes as an unmistakable international call to action at a historic crossroads. With enough plastic already in our oceans to soon outweigh the mass of all fish, and microplastics now being detected in our own bodies (including in unborn children)  world leaders came together at UNOC3 to unite over this escalating marine pollution crisis by pledging to accelerate negotiations for a strong, binding Global Plastics Treaty. This is a make-or-break moment demanding that businesses urgently rethink outdated models, reduce systemic risks, and embrace bold innovations to break free from plastic dependence once and for all.

Because plastic-freedom isn’t simply about ditching straws or bags, it’s about restoring a world where oceans, rivers, and soils are free from toxic plastic waste, and where future generations can live plastic-free in their own bodies and health. It’s an imperative for brands to restore and regenerate a world where rivers and oceans flow free of plastic, where future generations inherit waters as vibrant and pristine as they once were, and where we can breathe, eat, and drink without the silent threat of synthetic legacy pollution. The final alarm has been sounded and the time for incremental change is over.