Punjab Moves Towards Plastic-Free Future through Data-Driven Approach and Behavioural Change Strategy
Punjab’s authorities have taken decisive steps toward achieving a plastic-free environment, with the provincial government emphasizing behavioural change, strategic communication, and the smarter use of technology through Reverse Vending Machines (RVMs). Leading this vision, Punjab’s Honourable Secretary, Madam Silwat Saeed, chaired a meeting with officials from ISP Environmental Solutions Pvt. Ltd. and the Chief Minister Punjab Green Credit Program (CMPGCP) team to review progress and plan the scalability of RVM deployments across the province.
While commending the early achievements and innovative approaches demonstrated by ISP and CMPGCP, Madam Silwat Saeed highlighted that technological infrastructure alone could not deliver lasting results. She stressed the critical need for a data-driven strategy coupled with widespread behaviour change initiatives to promote successful plastic management practices among the general public.
To address this issue comprehensively, Madam Saeed instructed both the ISP and CMPGCP to immediately craft and implement a robust communication and capacity-building plan. This will focus on educating the populace about the necessity and importance of recycling plastic waste, introducing the concept of circular economy, and encouraging responsible consumption behaviours.
In addition, concrete, results-oriented milestones were assigned to both organisations to ensure genuine, measurable outcomes, rather than merely enhancing public visibility. Madam Saeed specifically emphasized that RVMs should evolve beyond their hardware functionality. She advocated transforming them into behavioural intelligence tools capable of providing essential data insights to guide effective policy development and steer citizen actions toward sustainability.
Through her leadership, Punjab is adopting pragmatic measures—grounded in systematic structures, data analytics, and clear, measurable benchmarks—as opposed to relying merely on slogans. Although significant progress has already commenced, Madam Saeed acknowledged that substantial efforts still lie ahead in truly realising a plastic-free Punjab.
