Starbucks has an ambitious plan to reduce its environmental footprint, but one it acknowledges will require help from its customers. The Seattle-based coffee chain committed to three preliminary targets for 2030. The targets include cutting in half its carbon emissions from direct operations and its supply chain, the waste it sends to landfills and water used in direct operations and coffee production. Experts say corporate environmental commitments such as these often require consumers to change their behaviours, which is possible with the right incentives. An assessment on Starbucks's operations found that it emitted 16 million tonnes of greenhouse gases and withdrew one billion cubic metres of water and emitted 868 kilotonnes of waste across its full value chain in 2018. Starbucks plans on reducing those numbers by expanding its plant-based menu options and shifting from single-use to reusable packaging. One potential option is to sway people away from cow's milk toward plant-based alternatives such as nut and oat milks. The company also aspires to have the majority of its customers come equipped with reusable cups and utensils instead of rely on single-use items. Just how the company will achieve those goals remains unknown and Starbucks will spend the year conducting market research and trials.