After a year-long immersive research in major cities of Cambodia, the research team from Quicksand developed an extensive list of insights around plastic bag usage. One of the key insights was that the local markets were using the largest number of small and coloured plastic bags, which are the major contributors to pollution. The team found that changing behaviour around vegetable/fruit vendors regarding plastic bag usage can be one of the alternative solutions to reducing plastic bag consumption.  Using a bag as the primary message carrier to encourage consumers to use a single large consolidation bag, and making market vendors the key drivers of change.