The power of environmental norms: marine plastic pollution and the politics of microbeads

Emerging environmental norms gain strength and diffuse more quickly when scientific evidence of harm is consolidating, when activism is intensifying, and when political and corporate resistance is relatively weak. The anti-microbead norm – that plastic microbeads should be removed from personal care products – has been gaining global influence since 2012; witness the upsurge in anti-microbead activism, public concern, voluntary corporate phasedowns and governmental bans. By 2018, the world was on track to eliminate microbeads from 'rinse-off' products within a decade, reducing microplastics flowing into oceans by 1–2%. This confirms the power of environmental norms, but how and why this phaseout is occurring – unequally across jurisdictions, with firms creating loopholes, missing deadlines and limiting the scope of reforms – also reveals innate weaknesses of bottom-up, ad hoc norm diffusion as a way of improving marine governance. These weaknesses are heightened when economic stakes are high, solutions are complex and costly, authority is fragmented across jurisdictions and corporate resistance is strong.