What do cigarettes and plastic have in common? A lot more than you might think. In this powerful TEDx talk, Aaron draws a striking parallel between Big Tobacco's historic playbook of denial and the modern plastic industry narrative. With personal stories, scientific revelations, and an urgent call to action, Aaron explores how industries have shaped public perception to delay accountability and how that can be changed. Through emerging innovations, circular economy principles, and his own work designing renewable and compostable plastics, he shows us a potential path forward. The question is no longer what we know, it’s what we do next. Aaron Bruckbauer is a materials scientist and entrepreneur dedicated to advancing sustainable, eco-friendly materials. He received his doctorate from the University of California, San Diego, where his research focused on developing high-performance polyurethane materials from renewable resources such as microalgae and corn. He is currently a Senior Polymer Chemist at Algenesis Materials, working to bridge the gap between sustainability and commercial viability. In addition to his scientific and entrepreneurial work, Aaron is an advocate for interdisciplinary education and leadership. He has served on a leadership advisory council aimed at fostering collaboration between researchers and industry stakeholders. His work is driven by the vision of a circular economy—where science, policy, and industry align to create a more sustainable future. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx