In Dustin Hoffman’s breakout 1967 film, The Graduate, a young man just out of college is not sure of what he is supposed to do next. At the party thrown by his parents, one of his father’s friends steers him away from the crowd: “Ben, I just want to say one word to you.” “Yes sir?” “Plastics. There’s a great future in plastics.”
Investment in the plastic industry surged during the decades following the movie’s release. But the film also fast-tracked the rise of our collective environmental consciousness. “There’s a great future in plastics” became a meme for the toxicity of modern industrial society. A year after the movie came out, a river in the industrial heartland of Ohio caught fire and burned for seventeen days. Increasingly visible halos of dull brown smog were enveloping large cities.