It feels like everything we do is for the sake of virality.

Every brand, agency, influencer, and average person, whether they admit it or not, makes decisions based on the potential of going viral or because of something that unfurled like wildfire on the interwebs. And while some viral ideas are questionable—think The Penny Challenge, trying to slide a penny behind a partially plugged in charger, or The Cereal Challenge, also known as using a friend’s mouth as a makeshift cereal bowl—others feel inspired. Think Emily Mariko’s salmon and rice bowl, the simplicity of mixing baked salmon with rice and avocado, or how the summer’s hottest accessory is the Stanley Cup (of all things).

If only it could happen around sustainability and plastic-free materials.