Earlier this month, Coca-Cola announced a significant shift in its sustainability strategy, scaling back on its widely publicized goal of using 50% recycled plastic in its packaging by 2030. While some have criticized this move as a step backward, others argue that it underscores a critical issue in sustainability efforts: the dangers of setting unrealistic goals that are disconnected from operational realities. Calvin Lakhan, Director of Circular Innovation Hub at York University’s Faculty of Environment and Urban Change, takes a closer look.