An estimated 500 million plastic straws are used daily in the United States alone. Plastic is one of the biggest enemies of the environment-nonbiodegradable and prone to collecting in water bodies including the seas, thereby posing a hazard to marine life. Plastic straws are also typically manufactured from raw materials that are derived from the crude oil refining process, which has its own negative environmental impact. Against this sobering backdrop, YesStraws aims to make a difference (see https://yesstraws.com/pages/brand-story). Under the tagline of "Guilt-free slurping," the company makes biodegradable straws from 100 percent natural materials-wheat and cane stems- with no harmful chemicals involved in manufacturing. YesStraws has even pioneered its own manufacturing processes to clean and sterilize the stems. The company has partnered with Hilton hotels and drink maker Pernod Ricard to popularize its products and broadcast its message.

Small group exercise: Consider this situation: A prominent social media influencer has criticized YesStraws, claiming that all that its products do is to allow people to feel a bit less guilty about consuming large quantities of carbonated drinks, which are harmful to their health and impose significant social costs related to long term healthcare. How would you react in your role as YesStraws’s marketing team?