JOIN THE MOVEMENT. EXPOSE THE WASTE. DEMAND CHANGE.
Unbox, The Lie 🚨 #SizeMatters
Official Launch: NY CLIMATE WEEK 2025
Soft Launch: Earth Day 2025!
For decades, brands have been trapped in an outdated system where they’re forced to use oversized, wasteful packaging just to compete on store shelves.
But let’s be real:
What they WANT you
to think you’re paying for:
A big, full box.
What you’re ACTUALLY paying for:
A deceptively smaller amount
of product inside.
It’s wasteful. It’s misleading. And it’s costing consumers money
while wasteful packaging accelerates destroying the planet.
🔥 On Earth Day, We Call BS. 🔥
Beginning on Earth Day - April 22, 2025,
we’re flipping the script on ‘Unboxing’ from luxury to ridiculous.
Gen Z is too smart to be scammed. It’s time to expose the lie.
🚀 READY TO JOIN THE MOVEMENT?
START HERE
📢 Post. Share. Demand change.
Online
📦 #UnboxTheLie 📦 #SizeMatters
We're really launching during NY Climate Week in Sept 2025.
BUT... we want brands to have a little (big!) taste of consumer power during the week of Earth Day! So from April 22nd-30th, let's get viral:
👉 For Everyone who hates trash,
hates misleading packaging, and
hates wasting the planet's resources
👉 ON YOUR PHONE - Unbox the Lie:
If you have a phone and hate deceitful packaging that's twice as big as the product inside (cereal, chips, cosmetics...), or hate excess point-of sale-packaging (the stuff you throw away as soon as you get home), show us examples you find of deceitful or wasteful packaging:
1. Create & post ‘#UnboxTheLie’ Videos
2. Tag Us: #UnboxTheLie #SizeMatters
👉 IN THE STORE - Leave the Packaging Behind:
For one week, don't take home their trash! Everywhere you shop from April 22 (Earth Day) - April 30, after you pay at the cash register, take all the packaging off your purchases and leave the packaging at the store!
1. Take a video of the excess packaging
2. Tag Us: #ReThinkPackaging #Trash-TheBox
In-Store
📦 #ReThinkPackaging 📦 #Trash-TheBox
👉 For Press & Media:
👉 For Influencers:
Partner with us to amplify action
🚀 This is the moment. Let’s make it happen. 🚀
🔥 Want to be part of shaping the movement? Begin here! 🔥
In High School or College?
Join our Campus Ambassadors program
Have thousands of Followers?
Apply to be an officially recognized Planet Influencer
Corporate executive at a CPG or Pharma brand or Retailer?
Join our Industry Leadership Roundtable
for Pre-Competitive Solutions.
Executive or Segment Producer for a Media Company?
Contact us to report on the story as it unboxes from an Earth Day through Climate Week hashtag campaign to real world shifts in packaging retailers around the world!
How to Join #UnboxTheLie
Find a product with massive packaging vs. actual product size (think: Claritin, cosmetics, cereals, electronics—anything).
Film a TikTok / IG Reel / YouTube video
Show the misleading packaging vs. the tiny actual product inside.
Call it out.
Get mad. Be sarcastic. Show your frustration with brands cheating you while wasting planet resources to do it.
Use #UnboxTheLie #SizeMatters.
Tag the brand. Tag us. Let’s make this
impossible to ignore.
Bonus: Got a crazy bad example? Send it to us—we'll feature the worst offenders! 💥 You might even win prizes!💥
🔥 Phase 1: "LEAVE THE PACKAGING BEHIND"
IN-STORE ACTION 🔥
💡 What if you didn’t take the waste home?
In a preview of what retailers should expect starting during NY Climate week 2025, from April 22-30, 2025, shoppers everywhere are making a statement::
🚫 Why take home their waste?
Leave it for them to deal with!
🌍 Make the mess visible.
Let retailers and brands see the scale of the problem.
⚡ It’s not YOUR waste. It’s theirs!
📢 What To Do In-Store
🛍 Step 1: Buy what you need.
🗑 Step 2: Unbox at the register.
Leave all outer packaging at the register.
📸 Step 3:
-
Take a pic or video
of the pile of waste. -
For in-store actions, post with #ReThinkPackaging #Trash-TheBox
-
If the product is less that half the size of the box, also use #UnboxTheLie
🌟 WHY THIS MATTERS
📢 Consumers expect brands to shrink packaging—but brands fear losing shelf space.
📦 Retailers want to carry smaller packages—but won’t unless all brands shift together.
🌎 The solution? A viral consumer push that gives brands the freedom to change.
The bigger the movement,
the faster the shift.
Let’s make bad packaging bad business.
