Lessons from the documentary “Buy Now,” and rethinking sustainability in dentistry

The Netflix documentary Buy Now sheds light on the environmental costs of mass consumption and the urgent need for systemic change across industries.¹ As industries face growing scrutiny from regulators, consumers, and environmental advocates, now is the time to rethink sustainability practices. For dentistry, an industry deeply tied to human health, this presents a unique opportunity to lead by example. But what would it look like if sustainability regulations reshaped the dental industry?

The impending wave of regulations

Industries such as fashion, technology, and manufacturing have already begun to face sweeping changes, with governments introducing strict rules to curb waste and reduce carbon footprints. In Europe, extended producer responsibility laws now hold companies accountable for the entire lifecycle of their products, from creation to disposal.

Meanwhile, bans on single-use plastics are forcing businesses to rethink packaging and product design. Dentistry, too, relies heavily on single-use materials, such as gloves, suction tips, and patient bibs, not to mention the energy-intensive processes that power sterilization systems and the water-heavy demands of daily operations. These practices, while essential for infection control and patient care, come at a significant environmental cost.

Buy Now underscores how industries can no longer afford to ignore their impact, and dentistry must recognize the need to innovate. If the dental industry were to come under similar scrutiny, the changes would be transformative. Practices might be required to adopt reusable or biodegradable materials, track and limit carbon emissions, and ensure that products are sustainably sourced. For an industry rooted in health and well-being, embracing sustainability is a natural and necessary next step.

A vision for a sustainable dental industry

What might a sustainable dental industry look like? Imagine a practice powered by renewable energy, where solar panels offset electricity needs and water-efficient systems reduce waste. Picture dental manufacturers producing refillable or compostable products, eliminating the mountains of single-use plastics that currently dominate our field. Consider a shift toward preventive care models that reduce the need for resource-intensive treatments, with teledentistry playing a central role in minimizing patient travel and office resource use.

Change is already on the horizon. Some manufacturers are exploring ecofriendly alternatives to traditional materials, while innovative practices are pivoting to ecofriendly processes and prevention-based models of care. However, these efforts remain fragmented, and the industry has yet to make sustainability a priority. Buy Now makes it clear that waiting for external pressures, whether from regulators or environmentally conscious consumers, is no longer a viable option.

Dentistry has a unique opportunity to lead by example, setting a new standard for sustainability in health care. By proactively rethinking how we operate—from the materials we use to the way we deliver care—we can align with the values of a planet in crisis. The question is not whether these changes are possible, but whether we are willing to act before the world demands it.

Buy Now challenges us to think beyond the immediate and consider the long-term impacts of our choices. For dentistry, it’s a call to action, one that asks us to envision a future where patient care and planetary health go hand in hand.

Reference

1. Bagenal F, Marengo A, Leland C, von Einsiedel O. Stacey N. Buy Now! The Shopping Conspiracy, Netflix. 2024. https://www.netflix.com