The growing global glut of crude and corresponding collapse in oil prices are reshaping short-term market dynamics. In this environment, it is easy to forget that – long term – industries that have traditionally relied on petroleum-based feedstocks must still innovate to sustainably meet the needs of a rapidly expanding global population. A global, connected middle class – expected to roughly double by 2030 – is rapidly changing the breadth and scale of consumer demand, as well as signaling the need to rethink how we meet it. Nowhere is this more apparent than in the plastics industry.