Honourable commitments demand collaboration.
When a company decides to sell their tissues wrapped in paper, environmentally conscious individuals will walk an additional thirty minutes to the supermarket that sells them, pay more money than they would to have them plastic-wrapped, or swap brands if necessary. However, most folks will stick with their previous choice. Some may even avoid the new product, put off by the change.
In contrast, if every company that sells tissues agreed to wrap them in paper, we would spare our oceans tonnes of plastic each year. One board room, one meeting, one commitment. One huge impact.