Power to the individual : a case study of a Dutch NGO and its strategy to fight plastic pollution

Abstract: The impact of plastic on the environment has been acknowledged on different levels, among others various NGOs around the world. These NGOs are known to aim for a reduction of plastic ending up in nature and more specifically the ocean. Plastic has been instrumental to the development of modern societies since the 1950s as the properties of the material enables it to be used for various purposes. This dependency on plastic demonstrates the need for social change in order to reduce the amount of plastic entering the ocean. Therefore, it is crucial for NGOs to adopt a strategy that supports social change. Since NGOs are likely to perceive individuals as the agent of change, identifying how individuals can contribute to social change and how NGOs can encourage this, can be relevant in the fight against plastic pollution. In this thesis a Dutch NGO’s strategy and the execution of this strategy is analysed through semi-structured interviews and textual social media posts. The analysis has been guided by the theoretical concepts of hegemony and different forms of power. It has demonstrated the NGO’s awareness of the structural connotations of plastic pollution. Nevertheless, their strategy shows a strong focus on changes within the private sphere and a strategy relying on education and creating awareness. The former can be recognized as the reinforcement of the hegemonic discourse on individualized responsibility, preventing plastic manufacturers and companies to be forced to act. The latter indicates a lack of understanding of the structural challenges that individuals face in avoiding plastic. The discussion includes the acknowledgement that changes within the private sphere are necessary. However, rather focusing on these changes alone, a recommendation is given to introduce alternative approaches for individuals to create social change.