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As an experienced market research I feel it is good to follow shoppers, but it is much better to give shoppers leadership. Shoppers may *think* cartons are greener than plastic but some of my recent research suggests that they think glass is greener still. It is acknowledged in a range of studies I’ve read that the currently dominant HDPE milk packaging is greener than any conventional alternative. It is light to transport, durable, widely recycled and is easily recycled. The same is not true of glass of cartons - it is my understanding that the latter can only be recycled in the UK in Yorkshire and that cartons from Cornwall (for example) are destined for export before recycling. This is not great and the industry needs to show leadership in challenging knee-jerk responses that stand to do us more harm than good.