Amid rising concerns over the impact of plastic on the environment, and the small amount of plastic that gets recycled, less than 10% of companies are looking at ways to reduce their use of plastic, including in product packaging.

Light-weighting, reducing the overall amount of material to create packaging, is becoming part of an overall sustainability strategy for many brands, plans which include using more recycled materials, changing the types of materials used, and redesigning packaging to use less plastic.

The pressure to reduce the amount of plastic used in packaging isn’t coming solely from patchouli-smelling consumers either. Investors are urging companies by using their clout to hold corporations accountable. You Sow, a non-profit shareholder advocacy group, recently organized a group of investors managing more than $1 trillion in assets to push major CPG brands such as Nestle, Unilever, PepsiCo to cut down their use of plastic.