Behind SoCal’s Break-Up [With Single-Use Bags]

The Break Up With Single-Use Bags campaign deploys messages in stores and in communities across four southern California counties to remind people to bring their own reusable bag rather than relying on paper or plastic single-use bags.

Photo Credit: Nick Pizzolato

Since its launch, our team has visited hundreds of stores across Southern California, meeting with our retail partners and store teams, and seeing how the campaign is coming to life.

From big retailers to neighborhood shops, we’ve heard the response: customers, retailers and communities welcome a little help in making changes that reduce waste and save money. Read about what we’ve learned so far!

Who is participating in the campaign?

Over the last few months, we worked with retailers big and small to bring this bag reduction and reuse campaign into over 1,300 stores across the Inland Empire, Orange County and San Diego County. Teams were out in the field for weeks, dropping off free signage and talking with store staff. We also connected more than 300 stakeholders, from city governments to community nonprofits, to strengthen a local effort that will reach millions of people.

What does the campaign look like on the ground?

The campaign isn’t limited to just stores. Messaging appears at home, in the community, in the parking lot, and at checkout. In stores, it’s about giving people simple reminders and the confidence to choose what works best for them, bringing a bag or skipping one altogether. Those little nudges add up, turning good intentions into everyday habits. We’ve found that to be true in Beyond the Bag’s past in-market tests in Denver and Tucson, which resulted in up to 9.5 million fewer bags used across those two test markets.

Photo Credit: Nick Pizzolato

What are we hearing so far?

Customers and employees appreciate the support, as California prepares to phase out plastic bags effective January 1, 2026. Many pointed out that the “reusable” bags currently provided by stores don’t always end up being reused. At the same time, customers don’t want to return to the single-use bags of the past and are apprehensive about relying on paper bags, which they consider less durable.

“They’re going away completely? I really don’t like paper bags so I’ll probably start just bringing my own, then.” – Customer in Santee, CA (San Diego County)

Photo Credit: Nick Pizzolato

But shoppers have built routines around their bag use, and breaking those habits takes support. What we are hearing customers ask for are practical options and simple reminders that make it easier to build new habits that move beyond flawed single-use bags. Retailers value the campaign as a way to mitigate challenges with the state’s transition to paper bags while helping customers make choices that work better for them.

“I recently stopped taking plastic bags because I found myself never reusing them, but it can be hard to remember your bag all the time. Signs like these are helpful, I’d love to see them everywhere.” – Customer in Irvine, CA (Orange County)

Why a break-up?

We knew from the start that if we were going to ask customers to change a habit, the message needed to stand out, and ideally, make them smile. The break-up theme grew out of consumer testing in Southern California and landed on the right balance of lighthearted, relatable, memorable and actionable.

It also gives customers choice, whether that means bringing a trusted reusable or skipping a bag altogether, while helping them move beyond the flawed and costly single-use options of the past. The campaign aims to support new habits in a way that feels less like a lecture and more like a wink.

What’s next?

The good news is that there is no definitive end to the campaign––it’s not meant to be a short-term fix. Rather, it is meant to be a tool toward a long-term shift, because we know that sustained change and impact happens over time.

Retailers can join anytime and roll out signage and messaging at their own pace, using free open-source assets, social media content, and step-by-step implementation guides. Smaller stores can even receive pre-printed signage at no cost.

By participating alongside nearly 1,300 other stores, retailers benefit from the higher impact of joint action, and reduce the risks of starting a new program alone. By proactively supporting their customers through this shift, retailers can also mitigate the operational and cost impacts of the state’s transition to paper bags.

The work doesn’t stop here. We’re collecting and analyzing on-the-ground data to understand the full impact of these interventions. The more we learn, the more effective we can be, not just in California, but anywhere retailers and communities want to reduce single-use waste.