James Merrill worked for a decade as a contractor for the United States Agency for International Development and through that work, saw how single-use plastic led to the degradation of natural resources and impacted low-income communities. So, he founded Opolis - a truly sustainable line of sunglasses. They're making sunglasses out of plant-based and recycled plastics.    In this episode, Cole and James chat about:   - what it takes for a consumer to actually CARE about a brand - if companies still need a strong why to succeed in today's environment - what types of stories can "break the paradigm" - the links between what we consume and people impacted around the globe   You can learn more about Opolis here: https://opolisoptics.com/    Or here on Instagram: https://www.instagram.com/opolis_optics/    This podcast is brought to you by Port Side Productions. If you work at a brand or agency in the outdoor industry that needs help bringing a video project to life, head over to portsidepro.com and send us an email. We’d love to help!