<a href="https://www.apartments.com.au/developers/capital-corporation">Capital Corporation</a> has announced that its <a href="https://www.apartments.com.au/new-townhouses/lovedale-farm-1054-1184-wine-country-drive-lovedale-nsw-2325">Lovedale Farm</a> residential, resort and golf project has secured $24.6 million in sales in just three weeks since the opening of its display home, underscoring the appetite for premium lifestyle property in the Hunter Valley countryside.

The sales milestone has been driven by a diverse mix of buyers, including owner-occupiers and investors from Sydney, Newcastle and the local Hunter region, purchasing both land-only lots and house and land packages across the development.

<img alt="Lovedale" data-entity-type="file" data-entity-uuid="e173edc9-e60e-4f19-a060-9dc4421a3233" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/LovedaleFarm_20250215-1.jpg?VersionId=1LY6CvOaD.Dzrt8tWpWxXtPyfchixNIo" />

&nbsp;

The result builds on the momentum generated at the display home opening on 22 March, which attracted more than 460 attendees.

With house and land pricing from $1.14 million, Lovedale Farm continues to attract strong interest from buyers seeking a premium lifestyle offering at a compelling price point. The development’s vision, a championship golf course, future epicurean village and access to the Hunter Valley’s celebrated wine country, has resonated with a broad buyer profile, from first-time investors to those looking to make the move and call the Hunter Valley home.

<img alt="Lovedale Farm records $21.4 million in sales in three weeks" data-entity-type="file" data-entity-uuid="b358e789-e1eb-40ed-8105-ed5c8297136f" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/20260321LovedaleFarmDisplayHomeOpening--6.jpg?VersionId=6GUO8TNnxuELONrsM6n9imDB6oc82Bor" />

Jim Hunter, Managing Director of Capital Corporation said the response since opening the display home has been encouraging.

"To reach $24.6 million in sales in just three weeks speaks to the genuine demand for a lifestyle community of this calibre in the Hunter Valley," Hunter says.

"We’re seeing buyers from across the region and beyond, including investors who recognise the long-term value, and owner-occupiers who simply want to live somewhere truly special.

“Lovedale Farm is two decades in the making, and the market’s response is everything we hoped for. We’re excited to see these first buyers become part of the Lovedale Farm story from the very beginning."

<img alt="Lovedale" data-entity-type="file" data-entity-uuid="54d985cf-2ac2-400b-ac02-4401f3421ac7" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/20260321LovedaleFarmDisplayHomeOpening--5.jpg?VersionId=3866bPoqpLZsm.3ACg9EafAr1W3miC_f" />

&nbsp;

Spanning 240 hectares on Wine Country Drive in <a href="https://www.apartments.com.au/developments/lovedale-nsw-2325">Lovedale</a>, the $1 billion development is expected to deliver around 1,250 jobs during construction and inject more than $300 million into the local economy. The first 200 homes and championship 18-hole golf course are anticipated for completion in late 2027.

Capital Corporation has also lodged development plans for the Lovedale Farm clubhouse, set to become a vibrant hub for residents and the wider Hunter Valley community. Further releases are planned for later this year.

[smartcode_project_cta:default project_id=14476]

Joel Robinson

Lovedale Farm display home opening triggers $24.6 million in sales in three weeks

Prominent Malaysian developer <a href="https://www.apartments.com.au/developers/osk-property">OSK Property</a> has unveiled <a href="https://www.apartments.com.au/new-apartments/aura-at-melbourne-square-7-hoff-boulevard-southbank-vic-3006">Aura</a>, the next stage of its $3.5 billion Melbourne Square precinct in Southbank, continuing its push into wellness-led, amenity-rich apartment living.

The $800 million tower, planned for 7 Hoff Boulevard, will rise 67 storeys and deliver 673 apartments, with COX Architecture drawing on both Japanese design principles and Australia’s natural landscape to shape the building’s identity. A rectangular grid aesthetic defines the building’s exterior, with COX drawing design cues from New York high-rises and Tokyo’s skyline.

Aura builds on a growing trend in high-density living, where wellness is no longer an add-on but central to the product. The development is structured around four key pillars, combining calm, minimalist residences with layered communal spaces, landscaped gardens, and a suite of wellness amenities designed to support both physical and mental wellbeing.

[smartcode_project:default project_id=151921 project_image_fid=367465]

At the core of the project is what OSK describes as a vertical wellness ecosystem, a multi-level approach to amenity that integrates health, lifestyle, and social spaces throughout the building rather than confining them to a single level.

The main resident hub, the Aura Club on level seven, will include a pool, cold plunge, spa, gym, Pilates and yoga studios, alongside more lifestyle-driven inclusions like a golf simulator, music rooms, library, and work-from-home spaces. Above, a series of higher-level amenity zones, including the Meridian Club and Cumulus Club, introduce more refined, social and retreat-style environments, with private dining, lounges, and premium wellness spaces positioned to take advantage of city views.

[smartcode_project:default project_id=151921 project_image_fid=367467]

The residences themselves will largely include balconies, a key design move in a market increasingly focused on natural light, airflow, and connection to the outdoors. Views will extend across the CBD, the Arts Precinct, Royal Botanic Gardens, and beyond.

Aura also introduces approximately 1,600 sqm of retail across the lower levels, further activating the Melbourne Square precinct, which already includes Kennedy Park, a Woolworths, childcare, and a growing mix of hospitality operators.

[smartcode_project:default project_id=151921 project_image_fid=367474]

“Aura stands tall as an exemplar of holistic wellness – its focus on social, physical and mental health culminate in a building that is calming, restorative and relaxing, where residents will have their own sanctuary within the well-connected and sought-after <a href="https://www.apartments.com.au/developments/southbank-vic-3006">Southbank</a>," says&nbsp;OSK Property CEO Chong Boon Woon.

“We have been very encouraged by the market’s response to the BLVD offering, and we know there is a strong demand for the level of amenity, service and design that the Melbourne Square precinct is known for.

“Complemented by work-from-home lounges for professionals, family friendly outdoor garden spaces, and state-of-the-art fitness and wellness facilities, Aura will continue our focus on maximising physical, emotional, and mental wellbeing,” he said.&nbsp;

[smartcode_project:default project_id=151921 project_image_fid=367475]

The project follows the strong performance of BLVD, which is now around 80 per cent sold, and reinforces OSK Property’s long-term commitment to Melbourne Square as a fully integrated, mixed-use precinct.

Construction is expected to commence in late 2026.

[smartcode_project_cta:default project_id=151921]

OSK unveils AURA, the latest stage in Southbank's $3.5 billion Melbourne Square precinct

National developer Time &amp; Place appears to have settled on a design for its long-anticipated Potts Point project.

After several years of back and forth with local council and the NSW Government, the developer, which has spent seven years targeting the former The Chimes site on Macleay Street, has now progressed its plans.

Following a concept design submission last year by SJB, Time &amp; Place has lodged a full State Significant Development Application with the NSW Government, this time for a scheme designed by Kerry Hill Architects.

<img alt="Time &amp; Place" data-entity-type="file" data-entity-uuid="504d2a27-d65f-4227-8189-1e35e3376e62" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Screenshot%202026-04-20%20at%209.38.24%E2%80%AFAM.png?VersionId=_XqFKATYHF30KnVByPxhaI9UBzmkmfn7" />

The 16-storey proposal includes 44 apartments, 21 of which will be build-to-sell. These will comprise 19 three-bedroom apartments and two four-bedroom units.

More than 50 per cent of the development will be dedicated to affordable housing, with 23 studio apartments to be delivered in line with the NSW Government’s Housing SEPP.

Kerry Hill Architects said the proposal is driven by a strong response to place.

“Our proposal for a new residential building for Potts Point in Sydney is driven by a deep consideration of place,” the practice said in its submission.

“This operates on multiple levels, including a landscape approach that reinstates endemic flora of the Sydney peninsula and provides a ground-floor garden for residents, reconnecting the site to its pre-European history. A brick podium further strengthens this relationship to context, integrating planting and fine bronze detailing that references the predominant material language of Macleay Street.”

The three-level podium will be topped by a communal resident space, featuring a covered pool designed to receive direct afternoon sun in winter, a neighbouring reflection pool, dining and event areas oriented to maximise sunset views, and an outdoor exercise zone.

<img alt="Time &amp; Place" data-entity-type="file" data-entity-uuid="8d3eedc1-babb-44a3-bd96-d8a42f3adf1f" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Screenshot%202026-04-20%20at%209.37.48%E2%80%AFAM.png?VersionId=Ii7.4dvqNatu5GQi6bhqNjAswrMB998." />

The design also incorporates highly crafted shopfronts and a clearly defined residential entry to activate the street. Juliette balconies to the podium residences will provide passive surveillance and a strong sense of habitation.

Above, the larger apartments are housed within a light-coloured masonry and bronze tower.

“The tower steps back in a series of gently curved volumes that reference the rich Art Deco context of Macleay Street,” the architects said. “Carefully calibrated vertical fins frame the views while providing privacy and a sense of refuge.”

<img alt="Time &amp; Place" data-entity-type="file" data-entity-uuid="6fab60f4-3140-4469-b47a-48c781e0a30b" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Screenshot%202026-04-20%20at%209.28.44%E2%80%AFAM.png?VersionId=e5XxrM3kzdASdKlcIACHAHbOSZhSKC9O" />

Time &amp; Place has been one of the most active developers nationally in the last 12 to 24 months. Late last year they completed&nbsp;The Queensbridge in&nbsp;<a href="https://www.apartments.com.au/developments/southbank-vic-3006">Southbank</a>, a mixed-use tower with 353 apartments and a hotel. They are currently selling Park Modern, 246 apartments near the famous Botanic Gardens in South Melbourne.

The developer has approval for The Burke, a mixed-use project in&nbsp;<a href="https://www.apartments.com.au/new-apartments/glen-iris-vic-3146">Glen Iris</a>&nbsp;being delivered in partnership with Woolworths. The 60 apartments, positioned above a new Woolworths supermarket, are expected to launch in the coming months. Time &amp; Place is also progressing plans for the redevelopment of&nbsp;<a href="https://www.apartments.com.au/developments/northcote-vic-3070">Northcote</a>&nbsp;Plaza, and have recently submitted plans for a <a href="https://www.apartments.com.au/news/vic/time-place-unveils-plans-22-storey-south-melbourne-tower">22-storey tower</a>, another in South Melbourne.

In&nbsp;<a href="https://www.apartments.com.au/developments/sydney-nsw">Sydney</a>, the developer has two projects in Manly: Two Tides, which is currently under construction, and an ultra high-end building on&nbsp;<a href="https://www.apartments.com.au/buildings/shoreline-manly-beach-89-90-north-steyne-manly">North Steyne</a>, fronting the beach. It is also continuing to work through the redevelopment of The Chimes building on Macleay Street in&nbsp;<a href="https://www.apartments.com.au/developments/potts-point-nsw-2011">Potts Point</a>, as well as Marlborough House, the redevelopment of the original David Jones warehouse building in&nbsp;<a href="https://www.apartments.com.au/developments/surry-hills-nsw-2010">Surry Hills</a>.

First look: Time & Place settles on design for The Chimes, Potts Point redevelopment

<a href="https://www.apartments.com.au/developers/develotek">Develotek</a> is joining the likes of TOGA, Deicorp, and One Global Capital, betting on a boom in Five Dock ahead of the 2032 mooted opening of the Five Dock Metro Station.

Develotek, which is currently developing Bianca on the Drummoyne waterfront and has plans approved for a tower in Chatswood, has filed a State Significant Development Application for a <a href="https://www.apartments.com.au/new-apartments/79-81-queens-road-five-dock-nsw-2046">two-building project in the evolving Kings Bay precinct</a>.

The buildings, one more boutique just five storeys and the other 26 storeys, will rise from an 3,158 sqm site across&nbsp;79–81 Queens Road and 2–8 Spencer Street, will home 134 one-, two-, and three-bedroom apartments, above ground-floor retail and five basement levels of parking.

A key component of the proposal is the inclusion of 15 per cent of residential floor space as in-fill affordable housing, unlocking additional height and density under the Housing SEPP.

<img alt="First Look: Develotek lodges State Significant shop top housing project in Five Dock precinct" data-entity-type="file" data-entity-uuid="3ee31bf7-75ba-4bc5-b190-49885193219f" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/podium_2.png?VersionId=730UbrduuwK3C1sO28RHjiLPUPqXqjkh" />

Designed by <a href="https://www.apartments.com.au/architects/plus-studio">Plus Studio</a>, the scheme adopts a podium-and-tower configuration, with a five-storey street wall along Queens Road transitioning to a 26-storey tower set deeper into the site. The ground plane prioritises activation and permeability, with retail frontages and a new through-site link connecting Queens Road to Spencer Street.

At the upper levels, the tower façade has been conceived using a modular system to support prefabrication and reduce construction waste, while improving build efficiency. The splayed form draws on the geometry of surrounding industrial rooftops, reinterpreting the area’s heritage in a contemporary expression while also helping to reduce solar heat gain to east and west-facing apartments.

“This project aspires to transform a former industrial site into a connected, resilient and people-focused urban community, grounded in Country, shaped by history, and designed to enrich everyday life within the evolving Kings Bay Precinct,” said John Walsh, Principal at Plus Studio.

The proposal reflects the broader transformation of the Kings Bay Precinct under the Parramatta Road Corridor Urban Transformation Strategy, marking a shift from its industrial past to a higher-density, mixed-use urban neighbourhood.

<img alt="First Look: Develotek lodges State Significant shop top housing project in Five Dock precinct" data-entity-type="file" data-entity-uuid="abde734c-1e31-4a97-a1d2-fa9bcf31c380" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/building%20podium.png?VersionId=fNUupP6u146yEytQT31kKVRxwtACgPpP" />

Develotek is emerging as an active participant in the state’s affordable housing-led uplift pathway. The developer recently secured approval for a 34-storey mixed-use tower in Chatswood, where it similarly leveraged the in-fill affordable housing provisions to increase scale and deliver a 101-unit scheme with dedicated affordable apartments.

Their entry into Five Dock places them alongside a growing list of developers targeting the suburb ahead of its anticipated transport uplift, with Sydney Metro set to extend into the area. Major players including TOGA, Deicorp, and One Global Capital are all progressing large-scale precinct-style developments nearby, collectively reshaping the low-rise industrial fabric into a higher-density mixed-use corridor.

The Five Dock site sits within the Kings Bay Precinct, a key renewal area under the Parramatta Road Corridor Urban Transformation Strategy, where planning controls support significant uplift tied to affordable housing delivery. The consolidated 3,158 sqm site is currently occupied by low-rise industrial uses, including warehouses and vehicle workshops, earmarked for transition.

First Look: Develotek joins in Five Dock apartment boom

Ascot’s Racecourse Road continues to be a hive of activity for Brisbane developers.

Following Fortis and GRAYA, which are both preparing new projects along the key strip connecting Kingsford Smith Drive and Eagle Farm Racecourse, local developer <a href="https://www.apartments.com.au/developers/skyhold">Skyhold</a> is the latest to lodge plans for its own development.

The group is proposing One One Two Residences, a boutique project comprising just seven apartments, named after its address at 112 Racecourse Road.

The proposal outlines a five-storey building on an 810 sqm site. The built form slightly exceeds the four-storey expectation under the neighbourhood plan, aligning instead with the emerging character of the strip. As the planning report notes, “the locality is characterised by a transition toward medium-rise residential development, with a number of recent developments… above the stipulated height limits.”

<img alt="First Look: Skyhold lodges plans for boutique Ascot apartments as Racecourse Road revival gathers pace" data-entity-type="file" data-entity-uuid="ec577631-8c51-4163-960e-e7b3a77d655b" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Ascot.png?VersionId=iAzQ46D4Uu1UqiS0mVnlcy9jeFKBpJIj" />

Designed by 111 with landscape architecture by <a href="https://www.apartments.com.au/landscape-architect/paul-bangay-garden-design">Paul Bangay Studio</a>, the scheme adopts a layered architectural approach with strong articulation and a subtropical response. Deep balconies, integrated planters, and a mix of masonry and textured finishes define the façade, while upper-level setbacks reduce perceived bulk. The architectural statement describes “a series of horizontally expressed layers, defined by deep balconies and a consistent robust material palette,” aimed at delivering a refined streetscape presence.

Apartments are configured as large-format residences, including multiple three-bedroom layouts and a full-floor penthouse, supported by ground-level parking. A rooftop terrace will provide communal amenities including a pool and landscaped recreation areas. The design prioritises privacy, natural ventilation, and greenery, with planting integrated across all levels to soften the building form and contribute to the public realm.

<img alt="First Look: Skyhold lodges plans for boutique Ascot apartments as Racecourse Road revival gathers pace" data-entity-type="file" data-entity-uuid="1e1219bd-b45a-4d7f-bbc7-7207d7b2fc94" src="https://s3.ap-southeast-2.amazonaws.com/www.urban.com.au/s3fs-public/inline-images/Ascot%20entry.png?VersionId=JIoUOLMgQ5xWpEF0etEI3ffIoIVjD7gO" />

The proposal sits within the Racecourse Road precinct, a key mixed-use spine in Ascot that continues to attract renewed development interest.

Later this year national developer Fortis will launch its own boutique development, which, pending council approvals, will be 16 apartments designed by Koichi Takada Architects, just down the street.

“Racecourse Road is going through a massive revitalisation and we’re proud to be a part of that transformation,” said Fortis's QLD General Manager, Dan Boman.

Nearby, GRAYA is advancing its larger-scale The Gallery, a mixed-use shop-top housing project designed to act as a “catalytic project for Racecourse Road.”

First Look: Racecourse Road, Hamilton revitalization to continue as Skyhold joins the party

Plastic

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EXPERT OBSERVER
Discussion of the environment is embedded in our culture as public awareness over issues such as climate change and plastic pollution has grown. Advertisers are not shy about tapping into this concern for their own benefit.
A <a href="https://cdn.theconversation.com/static_files/files/767/Culture_on_Twitter.pdf#page=9" target="_blank">Twitter analysis last year</a> revealed that in the UK at least, the environment was a current and growing issue. Between January 2015 and March 2018, discussion on Twitter about single-use plastic, for example, increased by an incredible 5,543%.
Advertisers are already highly skilled at the power of narrative: reducing complexity and helping us make sense of their message. This power is amplified when the narrative taps into culture. A brand message, if successful, then becomes part of people’s conversations rather than interrupting them with ads they <a href="https://mumbrella.com.au/advertisers-should-remember-ordinary-people-dont-care-about-advertising-504672" target="_blank">don’t care about</a>.
Advertisers who tell a good story can persuade the public of all sorts of things. Some messages are positive and constructive. But a few are disingenuous and misleading.
The latter is especially true in the case of recycling, where advertisers often imply that consumers, not corporations, are responsible for the huge amounts of plastic waste a product creates.
<img src="https://images.theconversation.com/files/292529/original/file-20190916-19035-m5srig.png?ixlib=rb-1.1.0&amp;q=45&amp;auto=format&amp;w=754&amp;fit=clip" alt=""> A CocaCola recycling campaign that ran in the 2019 European summer. Supplied by author
<h2>Plastic pollution is a big deal</h2>
Australia’s <a href="https://www.environment.gov.au/system/files/resources/7381c1de-31d0-429b-912c-91a6dbc83af7/files/national-waste-report-2018.pdf" target="_blank">National Waste Report last year</a> found 2.5 million tonnes of plastic waste was generated in 2016-17 - or 103kg for each person. Most of it was only used once, and just 12% was recycled.
Coca-Cola says by the end of 2019, <a href="https://www.ccamatil.com/-/media/Cca/Corporate/Files/Media-Releases/2019/Coca-Cola-Australia-and-Coca-Cola-Amatil-announce-a-major-increase-in-recycled-plastic.ashx" target="_blank">70% of its plastic bottles in Australia</a> will be made entirely from recycled plastic. The company in August released a video in Australia thanking people for recycling.
It follows a European campaign <a href="https://www.beveragedaily.com/Article/2019/06/10/Don-t-buy-Coca-Cola-if-you-re-not-going-to-help-us-recycle" target="_blank">launched by the company in June</a> with the tagline “Don’t buy Coca-Cola if you’re not going to help us recycle”.
Absolut Vodka this year launched a new <a href="https://www.absolut.com/en/products/absolut-comeback/" target="_blank">limited edition bottle</a> made of 41% recycled glass - like all of its bottles - accompanied by a “Guide to a Circular Living Together”. The company told customers: “Now’s your time to shine on stage - rocking the recycling lifestyle as a true #RecyclingHero!”
<iframe src="https://www.youtube.com/embed/AeF8dp0rz2Q?wmode=transparent&amp;start=0" frameborder="0" width="440" height="260"></iframe> Coca-Cola Australia | Thanks For Recycling Campaign, 2019.
On the face of it, such campaigns might seem virtuous, especially following <a href="https://www.epa.nsw.gov.au/your-environment/recycling-and-reuse/response-to-china-national-sword" target="_blank">China’s 2018 policy</a> limiting the import of low-quality mixed recyclables. But in fact they continue a long history of framing consumers as the main waste culprits.
The practice began in the US in the 1950s when <a href="https://www.kab.org/" target="_blank">Keep America Beautiful</a> was formed. The non-profit consortium included Coca-Cola and tobacco manufacturer Phillip Morris, among others. Its campaigns, such as the 1971 “<a href="https://www.youtube.com/watch?v=8Suu84khNGY">Crying Indian</a>” ad, tapped into a shared cultural guilt for polluting the environment and, in this case, mistreating native people.
Such tactics have been mirrored by <a href="https://kab.org.au/past-campaigns/litterers-anonymous-2/" target="_blank">Keep Australia Beautiful</a> campaigns.
But guilt is not a good predictor of people’s behaviour. A 2001 <a href="http://selfdeterminationtheory.org/SDT/documents/2001_KoestnerHoulfortPaquetKnight_JASP.pdf" target="_blank">study</a> found individuals must feel ethically validated, not guilty, to behave in an environmentally friendly way.
<h2>Consumers are not the villains</h2>
Manufacturers of consumer products obviously play a <a href="https://www.eco-business.com/news/what-are-the-worlds-biggest-plastic-polluters-doing-about-the-problem/">major role</a> in the growing plastic problem. This is reflected in the <a href="https://www.propertyobserver.com.au/https://www.packagingcovenant.org.au/documents/item/1091" target="_blank">Australian Packaging Covenant,</a> an agreement between government and industry.
It says responsibility for packaging should be shared by companies throughout the supply chain. Consumers, waste service providers, recyclers and governments also have roles to play.
<a href="https://blogs.scientificamerican.com/observations/more-recycling-wont-solve-plastic-pollution/" target="_blank">Researchers have noted</a> that a permissive legal framework has allowed plastic pollution to rise despite the obvious harm it causes to communities and marine life.
As Recycled Plastics Australia general manager Stephen Scherer <a href="https://www.propertyobserver.com.au/https://www.abc.net.au/news/2019-04-14/recycling-industry-demands-federal-action-as--waste-piles-up/10993218" target="_blank">told the ABC this year</a>:
…the federal government has been absent from the conversation about waste, while Australians are operating in a culture where ‘we don’t do what we’re not forced to do’.
Plastic waste is on the radar of Australian governments. State and federal environment ministers <a href="https://www.environment.gov.au/protection/waste-resource-recovery/plastics-and-packaging/packaging-covenant" target="_blank">last year set a target</a> that all packaging be recyclable, compostable or reusable by 2025 or earlier.
But critics say rather than set targets, the federal government must mandate the use of recycled plastic in packaging to ensure the waste problem is addressed.
<img src="https://images.theconversation.com/files/298443/original/file-20191024-119433-97l2iz.jpg?ixlib=rb-1.1.0&amp;q=45&amp;auto=format&amp;w=754&amp;fit=clip" alt=""> Fish swimming along a coral reef near a water bottle label and a plastic bag off the coast of the Red Sea resort town of Naama Bay, Egypt. Mike Nelson/EPA
<h2>Recycling campaigns done right</h2>
Companies such as Coca-Cola are embracing the concept of sustainability to some extent. But better still, other brands have sought to fix recycling systems themselves.
In February Unilever “paid” people in Buenos Aires, Argentina for their <a href="https://www.unilever.com/news/news-and-features/Feature-article/2019/how-were-helping-buenos-aires-residents-make-recycling-a-habit" target="_blank">household recyclables</a> with discount coupons redeemable against its products at selected retailers.
In the UK, Burger King last month announced it was scrapping plastic toys from kids’ meals and invited the public to <a href="https://www.youtube.com/watch?v=c7lmk-V6p6Q" target="_blank">bring in old plastic toys</a> from any restaurant meal. The plastic will be remade into “interactive play opportunities” for families at their restaurants.
In Australia, superannuation fund Australian Ethical ran its latest campaign on <a href="http://www.adnews.com.au/campaigns/new-australian-ethical-campaign-uses-100-recyclable-billboards" target="_blank">100% recyclable billboard skins</a>.
Consumers do have a role to play in waste reduction, including by recycling or demanding that companies find alternatives to single-use plastics. But if companies want to respond meaningfully to the plastic crisis, they must accept ultimate responsibility for their packaging and work towards zero-waste.<img src="https://counter.theconversation.com/content/123579/count.gif?distributor=republish-lightbox-basic" alt="The Conversation" width="1" height="1" style="border: none !important; box-shadow: none !important; margin: 0 !important; max-height: 1px !important; max-width: 1px !important; min-height: 1px !important; min-width: 1px !important; opacity: 0 !important; outline: none !important; padding: 0 !important; text-shadow: none !important;">
<a href="https://theconversation.com/profiles/sergio-brodsky-738470" target="_blank">Sergio Brodsky</a>, Sessional Lecturer, Marketing, <a href="http://theconversation.com/institutions/rmit-university-1063" target="_blank">RMIT University</a>
This article is republished from <a href="http://theconversation.com" target="_blank">The Conversation</a> under a Creative Commons license. Read the <a href="https://theconversation.com/stop-shaming-and-start-empowering-advertisers-must-rethink-their-plastic-waste-message-123579" target="_blank">original article</a>.
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jrobinson-rf4aSBido9

Stop shaming and start empowering: advertisers must rethink their plastic waste message

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Queensland great Mal Meninga will be on the hustings in Brisbane today, as he joins forces with the National Retail Association (NRA) to launch a state-wide campaign calling on consumers to get behind the Queensland Government’s July 1 ban on single-use lightweight plastic shopping bags.
The Bundaberg-bred coach, businessman and speaker, who grew up on the state’s treasured coastal areas, said tackling plastic pollution should be a priority for everyone who calls the Sunshine State home.
“The number of plastic shopping bags used by Queenslanders is nearing a billion each year – most of which are used for only a short period of time and go to landfill,” Meninga said.
“But around 16 million of these bags are littered and end up in our precious environment. The equivalent in weight to 96 small cars’ worth of plastic bags wind up in our environment where they wreak havoc on the local ecosystem, our waterways and our marine life.
“We simply cannot afford to stand by and let this scourge on our environment continue,” he said.
NRA CEO Dominique Lamb said retailers had long-supported the idea of industry-wide action to try and combat toxic plastic bag pollution, however those who’d launched their own bans had often found it tough getting customers to embrace the idea.
“Our industry is behind the State Government for making this a non-negotiable for all stores right down to the smallest takeaway outlets, local markets and online stores, as it’s a crucial step toward changing overall consumer behaviour,” Ms Lamb said.
Following the advent of high-density polyethylene plastic in the 1950s, and the introduction of the <a id="LPlnk59993" class="OWAAutoLink" href="https://sasgroup.net.au/index.php?subid=10037&amp;option=com_acymailing&amp;ctrl=url&amp;urlid=232&amp;mailid=1162&amp;Itemid=201" target="_blank">first throwaway bags in the late 1960s and 70s</a>, global plastic bag production has reportedly reached around <a id="LPlnk799536" class="OWAAutoLink" href="https://sasgroup.net.au/index.php?subid=10037&amp;option=com_acymailing&amp;ctrl=url&amp;urlid=233&amp;mailid=1162&amp;Itemid=201" target="_blank">5 trillion bags every year – around 160,000 per second.</a>
Without radical action by consumers and producers, the volume of accumulated plastic in the oceans is forecast to become greater than that of fish by 2050, according to a <a id="LPlnk630053" class="OWAAutoLink" href="https://sasgroup.net.au/index.php?subid=10037&amp;option=com_acymailing&amp;ctrl=url&amp;urlid=234&amp;mailid=1162&amp;Itemid=201" target="_blank">2016 report by the World Economic Forum</a>.
“We know we’ve reached a tipping point and the retail industry is right in the thick of it as consumers demand more transparency into how the products they buy are produced, so they can support brands with ethical production methods and environmentally sustainable practices. Banning lightweight plastic shopping bags is another important step in creating a future-proof industry,” she said.
From July 1, no retailer in Queensland will be allowed to hand out single-use lightweight plastic shopping bags under 35 microns thick, or they risk fines of more than $6000 per offence.
“Consumers will need to prepare by either bringing their own reusable bags, and should expect to pay a small fee of around 15 to 20 cents for a basic reusable option, through to as much as five dollars for locally-made jute or hessian bag.”
Ms Lamb has also asked shoppers to be patient with retailers throughout the transition period, while they adjusted to new bags and processes.
“It’s up to all of us to do our bit. It’s a small change in our routine for a big impact on Queensland’s environment,” she said.
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Queensland rugby legend Mal Meninga joins retailers to fight toxic bag pollution

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GUEST OBSERVATION
Microplastics in the ocean, pieces of plastic less than 5mm in size, have shot to infamy in the last few years. Governments and businesses targeted microbeads in cosmetics, some were banned, and the world felt a little better.
Dealing with microbeads in cosmetics is a positive first step, but the reality is that they are just a drop in the ocean (less than a billionth of the world’s ocean).
Microplastics in soil may be a far greater problem. Norwegian research estimates that in Europe and North America, between 110,000 and 730,000 tonnes of microplastic are transferred to agricultural soils each year.
Here lies the issue: we know almost nothing about microplastics in global soils, and even less in Australian soils. In this article we take a look at what we do know, and some questions we need to answer.
How microplastics get into agricultural soil
Sewage sludge and plastic mulch are the two biggest known contributors of microplastics to agricultural soil. Australia produces about 320,000 dry tonnes of biosolids each year, 55% of which is applied to agricultural land. Biosolids, while controversial, are an excellent source of nutrients for farmland. Of the essential plant nutrients, we can only manufacture nitrogen. The rest we must either mine or recycle.
Sewage treatment plants receive water from households, industry, and stormwater, each adding to the load of plastics. Technical clothing such as sportswear and quick-dry fabrics often contain polyesters and polyamides that break off when clothes are washed. Tyre debris and plastic films wash in with the stormwater. Treatment plants filter microplastics out of the water, retaining them in the sludge that is then trucked away and spread over agricultural land.
In agriculture, plastic mulch suppresses weeds, keeps the soil warm and damp to assist germination, and improves yield. Over time, these mulches break down, and some fragment into smaller pieces.
Biodegradable bioplastic mulches are designed to break down into carbon dioxide, water, and various “natural substances”. Environmentally friendly plastics are often more expensive, raising the question of whether businesses will be able to afford them.
Other potential sources of plastics in agricultural soil include polymer sealants on fertilisers and pesticides, and industrial compost. Unsold food is often sent to the composting facility still in plastic packaging, and with plastic stickers on every apple and kiwi fruit.
The Australian Standard for composts tacitly recognises that microplastics are likely to be present in these products by having acceptable levels of “visible contamination”. Anyone who has bought compost or garden loam from a landscaping supplier may have noticed pieces of plastic in the mix.
In horticulture, particularly as green walls and green roofs grace more buildings, polystyrenes are used deliberately to make lightweight ‘soil’.
There might be other pathways we don’t know about yet.
What happens once microplastics are in the soil?
Here we stand at the edge of the cavernous knowledge gap, because we don’t know the effect of microplastics in our soil. The overarching question, physically and biologically, is where do microplastics go?
How plastics fragment and degrade in the soil depends on the type of plastic and soil conditions. Compostable, PET, and various degradable plastics will behave differently, having different effects on soil physics and biology.
Fragments could move through soil cracks and pores. Larger soil fauna might disperse fragments vertically and laterally, while agricultural practices such as tillage could push plastics deeper into the soil. Some fragmented plastics can absorb agrochemicals.
Soil microbes can break down some plastics, but what are the byproducts and what are their effects? Newer, biodegradable bioplastics theoretically have limited impact as they break down into inert substances. But how long do they take to break down in different soil and climatic conditions, and what proportion in the soil are non-degradable PET plastics?
Both the main form of carbon in soil and polythene (the most common type of plastic) are carbon-based polymers. Could the two integrate? If they did, would this prevent plastics from moving deeper into the soil, but would it also stop them breaking down?
Could plastics be a hidden source of soil carbon storage?
Bioaccumulation
Bioaccumulation is when something builds up in a food chain.
Research into microplastic accumulation on land is sparse at best. A 2017 study in Mexico found microplastics in chicken gizzards. In the study area, waste management is poor and most plastics were ingested directly from the soil surface as opposed to having bioaccumulated.
Nematodes can take up polystyrene beads suggesting some potential for bioaccumulation, however earthworms have reduced growth rate and increased mortality when they ingest microbeads.
Larger microplastics are unlikely to cross plant cell membranes, but it’s possible that plants can absorb the chemicals formed when plastic degrades. Plants have natural mechanisms to keep contaminants out of their fruiting bodies – pieces of plastic in apples or berries is highly unlikely – but root vegetables and leafy greens are a different story.
Metals can accumulate in leafy greens and the skin of root vegetables – could plastics or their byproducts do the same?
This is before we even get to nanoplastics, which are 1-100 nanometres wide. Can plant roots can absorb nanoplastics, and can they pass through an animal’s gut membrane?
Where to now?
The first step is to quantify how much plastic is currently in the soil, where it is, and how much more to expect. This is more difficult in land than water, as it’s easier to filter plastics out the ocean than to separate them from soil samples. The smaller the plastics are, the harder they’ll be to track and identify – which is why research must start now.
Research needs to address the different types of plastics, including beads and other synthetic fibres. Each is likely to act differently in the soil and terrestrial ecosystems.
Understanding how these plastics react will inform the next obvious questions: at what quantity do they become hazardous to soil, plant and animal life, and how can we mitigate this impact?
<img src="https://counter.theconversation.com/content/96858/count.gif?distributor=republish-lightbox-basic" alt="The Conversation" width="1" height="1">Plastics in soil represent artefacts of human civilisation. Soils are full of human artefacts; if this was not the case then there would be no field archaeology. However, the effects of microplastic may persist far longer than our own civilisation. We must fill in our knowledge gaps swiftly.
Alisa Bryce, Research Affiliate, University of Sydney
Alex McBratney, Professor of Digital Agriculture &amp; Soil Science; Director, Sydney Institute of Agriculture, University of Sydney
Budiman Minasny, Professor in Soil-Landscape Modelling, University of Sydney
Damien Field, Associate professor, University of Sydney
Stephen Cattle, Associate professor, University of Sydney
This article was originally published on <a href="http://theconversation.com" target="_blank">The Conversation</a>. Read the <a href="https://theconversation.com/we-have-no-idea-how-much-microplastic-is-in-australias-soil-but-it-could-be-a-lot-96858" target="_blank">original article</a>.
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