yeah you're on to something. What I would want as first and reasonable step is to talk about absolute numbers of CO2 per person(/state/company/whatever). Only then talking about reducing (e.g. in percentages) does make sense. Instead we have all the campaigns about this or that that don't really adress the general issue that it's all about _absolute_ counts of e.g. CO2 (or in this case microplastic).

But I want to give the article some slack: They basically said that in the UK the number of wash loads increased by nearly 10% without any positive effect (my interpretation); thus we may reduce our amount of wash loads by at least as much again. Also helps with the bills.